Dependency Theory Of Media Dependency Theory
Media Dependency Theory This theory states that the more dependent an individual is on the media for having his or her needs fulfilled, the more important the media will be to that person.
Theorist: Sandra Ball-Rokeach and Melvin DeFleur Date: 1976 Primary Article: Ball-Rokeach, S. J., & DeFleur, M.L. (1976). A dependency model of mass media effects. Communication Research, 3, 3-21. Individual Interpretation: This theory
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The media attracts people by providing them with content that is able to meet their understanding, entertainment, and information needs.
2. Cognitive motivation encourage the people or audience to maintain the level of attention to the media and Affective motivation serves the individual to enhance the level of satisfaction.
3. Both cognitive and affective motivation intensify the audience to higher levels of involvement which in turn enables the information process.
Core Assumptions and Statements Dependency theory proposes an integral relationship among audiences, media and the larger social system. This theory predicts that you depend on media information to meet certain needs and achieve certain goals, like uses-and-gratifications theory. But you do not depend on all media equally. Two factors influence the degree of media dependence. First, you will become more dependent on media that meet a number of your needs than on media that provide just a few. The second source of dependency is social stability. When social change and conflict are high, established institutions, beliefs, and practices are challenged, forcing you to re-evaluate and make new choices. At such times your reliance on the media for information will increase. At other, more stable times your dependency on media may go way
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