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ERIC Number: ED077061
Record Type: RIE
Publication Date: 1973-Apr
Pages: 16
Abstractor: N/A
Reference Count: 0
Voters' Need for Orientation and Use of Mass Communication.
McCombs, Maxwell; Weaver, David
"Agenda-setting" is a concept that describes the effect of the news media on social groups and public opinion on major issues. Recent studies in communication are focusing on the power of the media, by selection of and emphasis on selected news, to influence public attention and to raise certain issues high on the public "agenda." The effect of the media on any individual depends on his level of need for orientation, as documented in the literature. The need for orientation leads to media use, which in turn leads to agenda-setting. Surveys conducted in North Carolina in the spring of 1972 led to the conclusion that there are strong positive relationships between the level of need for orientation and both the amount of use of mass communication and the degree of susceptibility to its agenda-setting effect. (RN)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Assn. (Montreal, April 25-28, 1973)