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