THE RELATIONSHIP OF INFORMATION NEEDS TO ISSUE RELEVANCE AND MEDIA USE

Utilizing the model of information needs which focuses attention on re orientation and construction in addition to orientation, this study co mpared questioning behaviors toward a low versus high relevance issue. Analysis showed that information needs varied by issue relevance. The high relevance issue elicited questioning behavior pertaining to obta ining expert opinion, gathering various viewpoints for decision making , and developing an opinion. Individuals focusing on the low relevance issue more frequently wanted to find out about how the issue affected them. By focusing on the qualitative differences in information needs , this research also showed that information needs affected the nature of media use.