The factor that explains why people seek guidance from a media agenda and refers how personally we are affected by a given issue is known as :

Relevance

Explanation:

The factor that explains why people seek guidance from a media agenda and refers how personally we are affected by a given issue is known as relevance. This has to do with how personal an individual feels about a media issue or how he/she is directly affected by that particular issue. Individuals tend to seek guidance on an issue relevant to them from a media agenda and discard those not relevant or pertaining to them.

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