Page "Agenda-setting theory" Paragraph 45

David Weaver ( 1977 ) adapted the concept of ‘ individual ’ s need for orientation ’ defined regarding relevance and uncertainty.

Research done by Weaver in 1977 suggested that individuals vary on their need for orientation.

Need for orientation is a combination of the individual ’ s interest in the topic and uncertainty about the issue.

The higher levels of interest and uncertainty produce higher levels of need for orientation.

So the individual would be considerably likely to be influenced by the media stories ( psychological aspect of theory ).

Schonbach and Weaver ( 1985 ) ’ s study with a focus on need for orientation showed the strongest agenda setting effects at a moderate need for orientation ( under conditions of low interest and high uncertainty ).