Researcher use media dependency theory as it is a mass communication theory that seeks to explain the long term effects of media on the audiences and a society. Dependency theory conceives of dependency as a relationship in which the fulfillment of one party‘s needs and goals is reliant on the resources of another party. The main focus of this theory is the relationship between media and its audiences. The usage of uses and gratification in this research as it is one of the earliest theories that postulate the audience to be active. This theory is developed by Elihu Katz and Jay Blumler and the key elements in this theory are the uses of the media, and the gratifications produced by those uses.
Disposition Theory We live in a media world, where we have lots of media tools that enables us lots of facilities, such as connect, share information, learn, get entertained and etc. It is obvious that media is very strong tool that has great impact on its audience. Beside its many features, one of the most important features of the media is entertainment. Throughout the centuries a great number of studies done, lots of theories introduced in order to explain and learn media effects, its impact, its ability to manipulate and many other issues. One of the recent important theories that concentrate on enjoyment that media consumers get from media is Disposition Theory.
Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information. With television, radio, newspapers, magazines, film and social media/internet they have the ability to influence the way we act dress and communicate with others. Our perception of what’s right and what’s wrong can be influenced by the type of television show we watch. An example of how powerful the media can be on peoples lives is German propaganda. Through creative film makers and enthusiastic radio personalities they were able to persuade the German men to enlist in
CHAPTER 2: LITERATURE REVIEW 2.1: Theory Exchange 2.1.1: Media System Dependency (MSD) Theory Looking at Media System Dependency (MSD) theory inside the setting of revenue may clarify eWOM's influence on the revenue of airlines. MSD theory proposes that the media is a vital segment of a tripartite group of onlookers’ media-society relationship [Ball-Rokeach (1985); Ball-Rokeach and DeFleur, (1976); DeFleur and Ball-Rokeach, (1989); Skumanich and Kintsfather, (1998)]. All together for people, gatherings and social frameworks to accomplish individual and aggregate objectives, they require the assets of different people, gatherings and systems. While society's media system fills in as an essential channel for social frameworks, for example, governmental
This study will draw from feminist media theory and African feminist media theory and it has also included the theory of intersectionality, these theories will be discussed below. Scholars of media and gender do not apply similar theoretical frameworks, there are options for applying various theories in various studies, although the medium of media being studied is the same. Previous scholars, Mannya (2010), Buiten (2009) and Katembo (2005) used various theories such as discourse theory, cultural studies theory, gender studies theory, media theory and construction theory in their studies. Feminist media theory will be the anchor theory in this study, a brief discussion of African feminist media theory as an approach to locate the study geographically will allow for a discussion of feminist media theory by African feminist scholars and in conclusion intersectionality will be applied to the discussion on the intersecting themes of race and gender that are pivotal in this study. 5.1 Feminist Media Theory In defining media studies, South African scholar Buiten (2010:80) states that, “broadly speaking, feminist media studies can be said to be the study of the media through a feminist lens.” Buiten’s definition suggests that feminist media studies can only be viewed through a “feminist lens” thus implying that feminist theory is used to analyse and question the media.
Nonetheless, Japanese workers also helped the economy as well, women and men under very poor working environment, worked to produce many goods for exportation. This labor played a key role to pay for the new utilities and machinery to keep up with the quick industrialization Japan
This theory is increasingly spreading around the world because it allows people to act as prosumers and to create and publish their own content freely through the internet and other media platforms instead of consuming content only. The media researcher Henry Jenkins has mainly studied and termed the theory. Historical context of the development
He further adds that ‘it also pays much more attention to the spe-cific content of media and the portential consequences of the different kinds of media (print, audiovisual, interactive, etc. )’ . It was argued that this theory do not focus sufficiently on the general, social, cultural and economic contexts within which the media are situated. Moreover it was stated that the key aspects do not of themselves constitute a pedagogy even though they may facilitate pedagogical thinking. Nevertheless, it has been stated that this framework undertaken by the BFI is extremely valuable in developing an understanding of the media and the communication process.
Which is why it was really affected. In addition to Sendai, other communities were also badly hit by the tsunami including Kamaishi and Miyako in Iwate, Ishinomaki, Kesennuma, and Shiogama in Miyagi, and Kitaibaraki and Hitachinaka in Ibaraki. As the floodwaters retreated back to the sea, they carried with them enormous quantities of debris, as well as thousands of victims caught in the deluge. Large stretches of land were left submerged under seawater, particularly in lower-lying
The researchers came out with the early studies that described and classified the response of the public towards the usage of media into meaningful categories. The newspaper publishers and radio broadcasters wanted to know the motivations for the audiences to read a newspaper or listen to a radio channels. This made the theoretical coherence between all the early studies. In 1944, Herta Herzog, an Austrian-American social scientist specializing in communication studies had classified some of the reasons for different people to choose specific types of media. During the late 1950s, the next step in the development of the research for this theory was begun and continued during 1960s.