Media System Dependency Theory
Media System Dependency Theory
Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976). This theory merged out of the communication discipline. Media Dependency theory is one of the first theory which regards audience as an active part in communication process. Media system dependency theory asserts that the more a person depends on having his or her needs met by media use, the more important will be the role that media play in the person’s life and therefore the more influence those media will have on that person. (Baran & Davis, 1975, p. 340).There are four assertions of media system dependency theory.
Ball-Rokeach and DeFleur (1975) recommend that instead of looking solely at the individual to assess media effects that it is worthwhile to consider the entire social framework within which the media function. The media dependency theory, which culminates in chapter twelve of the book entitled, Theories of Mass Communications that focuses on the interplay between media systems and larger society “Media do not exist in a vacuum” (DeFleur & Ball-Rokeach, 1975). DeFleur and Ball-Rokeach suggest that “the ultimate basis of media influence lies in the nature of the three-way relationship between the larger social system and the media’s role in that system, and audience relationships to the media” (DeFleur & Ball-Rokeach, 1975).
From this theory the audience learn from the real life is limited so they can use media to get more information to fulfill their needs. An general use of media makes dependent relation in audience and also Media can able to producing dependence relationship with target audiences to achieve their goals by using their media power. For instance, on April 2015 Malaysia implement GST rate is fixed at 6 (%) per cent. ("How GST affects you in Malaysia? | NBC Group," n.d.) Due to this news there should be a direct relationship between audiences to the media to fill the gap. So the individuals become more depend on
Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976). This theory merged out of the communication discipline. Media Dependency theory is one of the first theory which regards audience as an active part in communication process. Media system dependency theory asserts that the more a person depends on having his or her needs met by media use, the more important will be the role that media play in the person’s life and therefore the more influence those media will have on that person. (Baran & Davis, 1975, p. 340).There are four assertions of media system dependency theory.
Ball-Rokeach and DeFleur (1975) recommend that instead of looking solely at the individual to assess media effects that it is worthwhile to consider the entire social framework within which the media function. The media dependency theory, which culminates in chapter twelve of the book entitled, Theories of Mass Communications that focuses on the interplay between media systems and larger society “Media do not exist in a vacuum” (DeFleur & Ball-Rokeach, 1975). DeFleur and Ball-Rokeach suggest that “the ultimate basis of media influence lies in the nature of the three-way relationship between the larger social system and the media’s role in that system, and audience relationships to the media” (DeFleur & Ball-Rokeach, 1975).
From this theory the audience learn from the real life is limited so they can use media to get more information to fulfill their needs. An general use of media makes dependent relation in audience and also Media can able to producing dependence relationship with target audiences to achieve their goals by using their media power. For instance, on April 2015 Malaysia implement GST rate is fixed at 6 (%) per cent. ("How GST affects you in Malaysia? | NBC Group," n.d.) Due to this news there should be a direct relationship between audiences to the media to fill the gap. So the individuals become more depend on