Political Issues and Voter Need for Orientation

Abstract

It seems obvious that if mass communication is to have a direct agenda-setting impact on voters, voters must first be exposed to the message. Although this exposure may at times be accidental or incidental (especially in the case of broadcast media, billboards, and 72-point banner headlines), much of it is undoubtedly purposive, planned behavior. Therefore, one of the first questions to be addressed in the search for psychological explanations for agenda-setting is: Why do some voters expose themselves to certain mass media messages more than do other voters?

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