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The Media Dependency Theory
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The Media Dependency TheoryThe media system dependency theory also referred to as media dependency theory was advanced by two individuals in the mid twentieth century and the proponents were Sandra Ball-Rokeach and Melvin Defleur. The theory is believed to have emerged in 1976 with its main arguments based in classical sociological information that suggested that the media and those who consume it could not be studied in isolation of the larger social systems in the society. The theory is used in explaining the links that exist between the mass media, individuals’ consumers of the mass media and the existing social systems in the society. The media system dependency theory is based on the hypothesis that, ‘the more an individual depends of the media in meeting their needs, the more the media becomes useful in that individual’s life, and hence the more influence the media will have in defining the lifestyle of such a person.’
The media system dependency theory is based on the relationships that exist between the society, media and the individual persons. The understanding of these relationships is important in understanding how the theory is applicable in reality. The first relationship is between the society and the media. In creating an effective relationship between the society and media, proponents of this theory believe that the critical issues involved are accessibility and availability of media channels to the society. The media dependence developed based on societal systems varies significantly from one societal system to another based on the different economic, political and cultural setups that exist. For instance, many people across the United States currently depend on social media platforms as source of information due to the easy availability of social media platforms such as Twitter, Facebook and Instagram. When it is compared to less developed countries where internet penetration is limited, people are likely to depend on the mainstream media especially radio and internet as a source of information.
Another relationship that is involved in the media dependency theory involves the relationship between the audience and the media. The relationship that is developed between the media and audience determines how useful the media is likely to be to the people based on the opportunities that exist to the people as a result of the relationship. The relationship between the media channels and the audience determines how the people use the media and it is different across different media systems. The more relevant the information provided by media systems to the audience the higher the dependency of the audience on the media system hence the stronger motivation for people to seek information from the media system. This therefore increases the probability of the media system to impact more on the people and the audience becoming larger.
In the media dependency theory, there is the relationship between the society and the audience. Proponents of this theory argue that the society in which audiences are determines the media consumer’s needs and reasons for using it. The society is also essential in the relationship as it is responsible for the creation of values, knowledge systems, norms and rules and regulations that guide media access, availability and use. At times, the social systems within a particular society can perform functions of the media through the modification of the norms, knowledge, values and laws that regulate the conduct of people. The society within which a media system is found determines what the media can offer to its audience. For instance many people across the United States have preference for technology and automobiles and this shapes what media outlets provide to their audience. If the media does not provide what the audience prefers, they are likely to lose viewership hence low influence on the audience while the media that focuses on audience interests is likely to get more viewership hence more influence on the behavior of its audience.
The developers of the media dependency theory, Ball-Rokeach and DeFleur identified the three needs that they believed shaped the importance a person associates with a media at any particular moment. The first need they identified is the need for people to get an understanding of their social world or simply for surveillance purposes. The two believed that people value any media depending on how useful it is for them to get an in-depth understanding of their social world. This was based on the fact that the media is used by many people as a way of surveillance of their surroundings. People who are interested in sporting activities become attracted to media channels that provide them with news on the sporting activities they develop dependency on such media compared to media channels that focus on political news that they might not be interested in.
The second media need that the developers of the media system dependency theory believed determine how useful a media is to people is based on the need and desire by people to act effectively and meaningfully. This is also considered the social utility aspect of the media to users. The media dependency theory holds that if people realize that the media is able to guide them to act effective and meaningful, they get attracted to that media channel and become dependent on it. This increases the chances that the media will influence how people will act. When people find a media source reliable in providing them with the necessary information that they need to make meaningful and effective decisions, they will develop dependency on such media. For instance if the public realizes that CNN provides reliable information when it comes to impending natural disasters like the tsunami or hurricane, they develop a reliance on CNN reporting on natural disasters.
The media dependency theory proponents argue that the media becomes relevant to the audience depending on how it is able to help them escape reality when it becomes unbearable. People are often attracted to media channels that allow them to evade the harsh reality and escape to their own imaginary environment commonly known as fantasy-escape.
The media is important in influencing people during times of conflict or social change, as it is an essential source of knowledge and information on the topic. The media influences agenda setting, by allowing the public to get the information that they need. When the needs of the people are high and people find it difficult to achieve them, more people turn to media as a way of meeting their needs hence there are higher chances for the media to have influence on them. This has been defined as the social and solitary play when individuals find media as a way of relaxing and evading troubling circumstances. For instance, people who find it relaxing to watch a movie when tired or bored are liked to be dependent on a media that allows them access to relaxing content like movies and sporting activities. During hurricane Katrina, the US public relied on media reporting to get updates on the situation. Most of the information that was available to the public was only limited to media reporting and this created a sense on dependency on the media.
Media system dependency theory is essential in driving multi-disciplinary studies. It has been used as a theoretical basis for understanding various relationships that have developed between the media, society and individuals over the years. Such relationships explain the interrelationships that exist in the society and how they are shaping it.
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