media dependency theory michelle chong aiman putra syamil adri derrek sean public relations...

MEDIA DEPENDENCY THEORY

MICHELLE CHONG AIMAN PUTRA SYAMIL ADRI

DERREK SEAN

PUBLIC RELATIONS STRATEGIES & TACTICS

WHAT IS MEDIA DEPENDENCY?

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

MORE ON THIS THEORY

An internal link between media, audience and

large social system.

Audience can use media to get more

information to fulfill their needs. 

CRITICS ON MEDIA DEPENDENCY THEORY

Predicts a correlation between media dependence

and importance and influence of the media, but

each person uses the media in different ways.

Can be proven false.  If a person is not dependent

on the media, media will not be of great

importance to that individual.

EXAMPLE OF MEDIA DEPENDENCY

SUNNY FROM LOS ANGELESturns on weather channel on the television,

reads the paper, and checks the internet, all for the local forecast for the day. 

He has become very dependent on the media.