ABSTRACT
This chapter outlines some of the variables that could play important roles in the agenda-setting process. It proposes and tests a model of agenda-setting influence based on the variables. The agenda-setting model proposed examines demographics, psychographics, and behavioral variables. The model shows a logical progression based on the relative time points in which each set of variables comes into play. Because the agenda-setting model proposed implies causality—exposure to the news media “causing” agenda-setting effects for individuals—using a causal modeling test such as path analysis is appropriate. In the first stage of the modified agenda-setting model, individuals form opinions based on their demographics. In the second stage of the agenda-setting model, individuals form a dependency on the news media for information based on their perceptions regarding the credibility of the media.
