An Experimental Comparison of Two Perspectives on the Concept of Need for Orientation in Agenda-Setting Theory

Abstract

Need for orientation (NFO) is a key contingent condition for agenda-setting effects. Traditionally, this concept has been measured by two lower-order components, but a recent reconceptualization expanded it to three dimensions. The current experimental study tested how comparable the traditional and new NFO scales are, and how strongly they predict agenda setting. Findings indicate that both NFO scales are (1) reliable tools for predicting first-level agenda-setting effects, and (2) significantly correlated with each other. The question whether or not the new NFO scale predicts second-level agenda-setting effects, however, needs further exploration.