MKT318m

What is Media system

dependency theory,
developed by Sandra Ball
– Rokeach and Melvin
DeFleur?
What is the Media system dependency
theory?

Media system dependency theory, developed by

Sandra Ball-Rokeach and Melvin DeFleur, goes
beyond individual needs and behavior to understand
the complex interrelations within a society, such as its
social and political structure, it's media system, and the
number and function of its media outlets, and the media
systems audience.
Here are the key components and concepts of Media System Dependency Theory

Media Dependency
This theory posits that individuals, as well as
social institutions and organizations, depend on
the media for information and communication.
Media serve as a primary source of
information, and people rely on it to varying
degrees for a multitude of purposes, including
news, entertainment, education, and more.
Interdependence
The theory highlights the interdependence between the media
system and society. The media system depends on audiences
for its existence and sustenance, while audiences, in turn,
depend on the media for information and communication. The
media's role in providing information and shaping opinions is
crucial for democratic societies and social systems.
Social Structure and Media System

Media System Dependency Theory acknowledges that the

structure of society, including its social and political systems,
influences how individuals and institutions interact with the
media. For example, in a democratic society, the media plays a
vital role in providing citizens with information necessary for
informed decision-making.
Media Effects
This theory also addresses how the media can have a substantial impact
on individuals and society. The extent of this impact can vary depending on
how much individuals and institutions rely on the media for information and
communication. When media dependency is high, the media's messages
and agenda-setting abilities become more influential.
Media Functions

The media serves various functions within

society, such as surveillance, correlation,
entertainment, and socialization. Surveillance
refers to the media's role in providing information
about events and issues. Correlation refers to
the media's role in connecting individuals to
broader society and helping them understand the
significance of events. These functions are
essential in facilitating the functioning of a
society.
Thanks!

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