Agenda+Melding

Agenda Melding occurs when individuals join groups and meld their own personal agendas with the agenda of the group. People long to be a part of a community and will adopt a groups views or fall silent. Agenda Melding is a theory of social dissonance and relies on the fact that people seek out information that their own views and avoid information that conflicts with their views. Brand controlled communities use news media content to enhance the saliency of the brand's objects in the publics mind. The results are a positive relationship between the brand agenda and the community agenda.