This book draws on agenda setting theory to examine how cultural organizations relate to media in order to increase their visibility, valence, and eventually build their public image. Most organizations have a keen interest in their symbolic presence, as their media visibility influences public knowledge, perceptions and even behaviors. Diminished public funding, in combination with the global proliferation of cultural entities, creates a competitive environment, leading to a transformation of cultural industries. In the book, several questions are under scrutiny: How do cultural...