Dependency Theory of Mass Media - PowerPoint Presentation Example

Dependency theory identifies the relationship between the dependency on a particular type of media and the number of needs it fulfills for a person. Higher dependency on the media also results in higher influence and power of that media on that individual. This is in line with the Agenda Setting theory. A combination of these theories results in the Dependency theory preposition: As a person's dependency on media increases to fulfill needs, that media becomes more and more important to that person

At a conceptual level, this theory gives an integrated outlook of audiences, media, and social systems. The degree of dependence on media is governed by two factors (Dependency Theory, 2004). First, the number of needs satisfied by a media; the more needs satisfied, the more you are dependent on that media. Second, social conditions; if there is a situation of social conflict or change then media is depended on to make choices/decisions. However, apart from these factors, several external factors can influence a person’s choice of media such as culture, social context, etc. These factors that are not under the control of an individual act as constraints on the choice and degree of media usage. The increasing involvement of the audience in information processing relayed/published by media can result in a three-fold effect – Cognitive, Affective, and Behavioral (Dependency Theory, 2004).

Dependency theory applies to mass media at micro, meso, and macro levels. The scope of application includes individuals, interpersonal networks, organizations, social systems, and societies. One of the critiques for this theory initially argued that information shared by interpersonal networks is not accounted for. This is not a strong critique as even in these networks someone would have picked up the information from media only (Lindsay Ems, 2008).

This theory has some features that make it widely applicable (Honors: Communication Capstone, 2000). The first is that it is based on a strong scientific framework. This is a relatively simple theory that can be applied to several situations, e.g., of such applications include – the study of 9/11, the SARS epidemic in China, Elections, and changes in governmental regime, etc. It has a high predictive power as it explains the relationship between dependency and the importance of media to a person. It is externally consistent with the proposed media effect theories and internally consistent with meta-theoretical assumptions. On the evolutionary side, it continues to open up more areas of future research.

To conclude, this theory combines several perspectives such as psychology, social theories, and contextualist philosophies. All these give a holistic outlook and far-reaching applications even beyond mass media, where it was initially proposed. This is a robust theory with wide current application possibilities and a guide to future research.