Media system dependency theory
1976 theory developed by Sandra Ball-Rokeach and Melvin Defleur / From Wikipedia, the free encyclopedia
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Media system dependency theory (MSD), or simply media dependency, was developed by Sandra Ball-Rokeach and Melvin Defleur in 1976.[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.[2]
MSD ties together the interrelations of broad social systems, mass media, and the individual into a comprehensive explanation of media effects. At its core, the basic dependency hypothesis states that the more a person depends on media to meet needs, the more important media will be in a person's life, and therefore the more effects media will have on a person.[3]