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Agenda-setting theory
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=== Policy Agenda === The policy agenda is directly related to both the media and public agenda, and is the last step in the agenda setting process. The agenda itself relates to policy and makes reference to the public agenda while it interacts with what policy makers believe.<ref name="West Richard-2014" /> ==== Guidance and orientation ==== A contingency condition of the Agenda Setting Theory consists of two variables: ''Relevance'' and ''Uncertainty''.<ref name="West Richard-2014" /> * '''Relevance''' is described as a motivation to seek orientation on an issue from the media due to the perception of personal importance that the issue holds for someone.<ref name="West Richard-2014" /> * '''Uncertainty''' is described as how much information people think they have about an issue.<ref name="West Richard-2014" /> * If people believe what they have is a great deal of information on a specific piece of media information regarding a topic, their uncertainty is low and will not need guidance.<ref name="West Richard-2014" /> * If people are unsure if they have enough information on a specific piece of media information regarding a topic, they will need more guidance from the medias present agenda. The variables interact with one another to explain deviations from the general principles of the Agenda Setting Theory.<ref name="West Richard-2014" />
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