  Day by day, people exchange opinions about a given new with relatives,
friends, and coworkers. In most cases, they get informed about a given issue by
reading newspapers, listening to the radio, or watching TV, i.e., through a
Mass Media (MM). However, the importance of a given new can be stimulated by
the Media by assigning newspaper's pages or time in TV programs. In this sense,
we say that the Media has the power to "set the agenda", i.e., it decides which
new is important and which is not. On the other hand, the Media can know
people's concerns through, for instance, websites or blogs where they express
their opinions, and then it can use this information in order to be more
appealing to an increasing number of people. In this work, we study different
scenarios in an agent-based model of cultural dissemination, in which a given
Mass Media has a specific purpose: To set a particular topic of discussion and
impose its point of view to as many social agents as it can. We model this by
making the Media has a fixed feature, representing its point of view in the
topic of discussion, while it tries to attract new consumers, by taking
advantage of feedback mechanisms, represented by adaptive features. We explore
different strategies that the Media can adopt in order to increase the affinity
with potential consumers and then the probability to be successful in imposing
this particular topic.
