When such conflicts play out in the mass media, the value conflicts are identified, resulting in audiences forming their own value positions. When there is a war or large-scale public protests like during Vietnam or the Arab Spring, a national emergency like the terrorist attacks of September 11, 2001,[6][7] or a natural disaster like Hurricane Katrina, people turn to media to help understand these important events. Ball-Rokeach (1976) described dependency as the correlating relationship between media content, the nature of society, and the behavior of audiences. Also, the media affects each person in different ways. [1] The theory is grounded in classical sociological literature positing that media and their audiences should be studied in the context of larger social systems. If you continue to use this site we will assume that you are happy with it. The MSD viewpoints seem to be even closer to cultural studies traditions in that the central concern for structural relations of control over information resources that generate the power to create social realities and to negotiate social conflict and social change. Learn more. Age and the popularity of online contents are seen as influential to NMD, in which younger people show higher NMD especially on popular content. play(or recreation) – a way through which one learns roles, norms, and values and its reflected in such activities as sport, dance, and celebration. According to Ball-Rokeach and DeFleur, goals are the key dimension of individual motivation. will become more dependent on media that meet a number of their needs than on media that provide only a few ones. Or should communication infrastructure theory take care of it? The theory of media dependency states that for societies in states of crisis or instability, citizens are more reliant on mass media for information and as such are more susceptible to their effects. Media system dependency theory (MSD), or simply media dependency, was developed by Sandra Ball-Rokeach and Melvin Defleur in 1976. Media Dependency Theory is Relatively Scientific in nature. Those differences are reflected most clearly in (a) the logics of hypothesis formation (b) item and scale construction (c) modes of data analysis, and (d) interpretation of findings. Morton, T.A., Duck, J.M. Learn about our remote access options, International Christian University, Japan. In this perspective, the media system is functional to the extent that it is useful or affords ways for individuals to gratify needs. Although social media is a part of this theory it is not necessarily a contribution to it. The theory is often difficult to empirically verify. & Jung, J-Y, (2009). While needs imply both rational and irrational motives, goals imply a problem-solving motivation more appropriate to a theory of media behavior based upon the dependency relation.[8]. are premised upon characteristics of both individuals and their social environment.[1][2][5][8]. Commun. Conversely, the media rely on a country's political system for judicial, executive, and legislative protection, formal and informal resources required to cover the news, and revenue that comes from political advertising and subsidies. This theory states that the more dependent an individual is on the media for having his or her needs fulfilled, the Media system dependency theory and using the Internet for in-depth, specialized information. Number of times cited according to CrossRef: The International Encyclopedia of Media Psychology. Internet dependency relations and online activity exposure, involvement, and satisfaction: a study of American and Indian internet users. (2012). According to Ball-Rokeach and DeFleur, goals are the key dimension of individual motivation. For example, a constant flow of information about global warming will expand people's beliefs about pollution affecting the earth's atmosphere, about cap and trade and other policies, and about personal contributions to global warming. Every country's media system is interdependent on the country's other social systems (e.g., its economy, its government) for resources, and vice versa. Reaching at risk groups. Second, exposure to news messages or TV dramas that portray crime-ridden cities can increase people's fear or anxiety about living in or even traveling to a city. Ball-Rokeach summarized the major differences between uses and gratification (U&G) theory and media system dependency (MSD) theory.[8]. (Grant et al., 1998). play(or recreation) – a way through which one learns roles, norms, and values and its reflected in such activities as sport, dance, and celebration. When there is high ambiguity, stress is created, and audiences are more likely to turn to mass media to resolve ambiguity. As such, the media have a greater opportunity to serve needs and exert effects in contemporary America than in a third world country. There are two broad categories of behavioral effects that Ball-Rokeach and DeFleur identify. [2] MSD ties together the interrelations of broad social systems, mass media, and the individual into a comprehensive explanation of media effects. [11], Particularly, there are many MSD studies in online social networking sites ranging from MySpace[12] to Facebook and Twitter. Media dependency theory presentation 1. In the MSD view, the media system has two-way resource-dependency relations with individuals (micro-level), groups and organizations (meso-level), and other social systems (macro-level). Media dependency theory, a systematic approach to the study of the effects of mass media on audiences and of the interactions between media, audiences, and social systems. Through social media, users are able to create the story (on the micro level), and the story can be either shared publicly (on the macro level) or not. [11], Three basic factors of MSD – individual characteristics, social environment, and media system activity – are derived from both micro and macro levels in a society, postulating media remained on a single level. In this conception, interpersonal networks are regarded as a safety way against the cultural apparatus of the media and its partners. Groshek, J. [3], Dependency on media emerges from three relationships.[1][4]. Media System Dependency Theory In its simplest terms, media system dependency theory assumes that the more a person depends on having his or her needs gratified by media use, the more important will be the role that media play in the Since its inception, media dependency theory has generated many cross-disciplinary studies. The degree of positive or negative mass media depictions of social groups can cause fluctuations in people's sense of morale in belonging to that group or in their sense of alienation from that group. ); (3) social and solitary play (e.g., relaxing when alone, going to a movie with family Through social media, users are able to create the story (on the micro level), and the story can be either shared publicly (on the macro level) or not. [13][14] Yet, scholars still have concerns about whether it is appropriate or not to apply MSD for studying the use of social media.[15]. However, the functionality of social media has been suggested as crossing those levels. Expansion of people's belief systems refers to a broadening or enlarging of beliefs in a certain category. The Evolution of Media System dependency theory. The U&G theorist wants to learn something about the individual's attraction to media texts and the interaction between text and reader to better understand the contributions of reader characteristics to text processing. MSD ties together the interrelations of broad social systems, mass media, and the individual into a comprehensive explanation of media effects. The more alternatives there are for an individual, the lesser is the dependency on and influence of a specific medium (Sun et al., 1999). We use cookies to ensure that we give you the best experience on our website. (2013). Second, exposure to news messages or TV dramas that portray crime-ridden cities can increase people's fear or anxiety about living in or even traveling to a city. Cognitive motivations encourage the individuals to maintain the level of attention and Affective motivation serves the individuals to enhance the level of satisfaction, Both Cognitive and Affective motivation are intensifying the audience to higher level of involvement to enable the information process, It describes the media role during social changes and crisis, Power of media dependency is not clearly described, It’s difficult to prove scientifically or experimentally. are premised upon characteristics of both individuals and their social environment.[1][2][5][8]. The same is true of media and religious systems. The IMD approach provides a comprehensive conceptualization of three motivational goals: understanding, orientation, and play.