In the case of the presidential election, McCombs and Shaw first proposed agenda-setting theory, and subsequent studies have followed. However, the most famous study of agenda setting takes place in a brand community. A brand is defined as what a person thinks about a particular product. An agenda-setting community is a non-geographic group based on the structured social relationships of admirers. Candidates and brands are examples of brands.
The second level of agenda setting theory is known as priming, and is considered a step beyond the process of setting the actual agenda. It deals with how media portrays issues before the public, creating different standards for evaluating candidates. While there are many examples of stories that do not have an American connection, the theory still has implications for other contexts. It is important to understand the background of each agenda item to determine how the topics are best presented.