thendominant

The term thendominant is used in discussions of discourse dynamics to describe a process by which a previously subordinate or marginal idea, frame, or actor becomes the prevailing or dominant one within a public debate or institutional discourse, often following a triggering event or compounding factors.

The term is a portmanteau of then and dominant, reflecting a temporal shift in influence. It first appears in niche online scholarly discussions and has not achieved widespread standardization; its usage varies by field.

In media studies, political communication and organizational behavior, thendominant is used to analyze how narratives gain traction, how networks amplify messages, and how policy agendas crystallize.

Triggers may include investigative reporting, endorsements by influential figures, and algorithmic amplification; mechanisms include social proof, boundary spanners, and frame alignment.

In a social campaign, initial skepticism toward a privacy proposal gradually gives way to broad support after a high-profile endorsement and data showing effective benefits; the privacy frame becomes thendominant.

See also: Dominant discourse, framing, agenda-setting, social contagion.