DEPENDENCY THEORY

media depends on the social context
(or: Media System Dependency Theory)
History and Orientation
Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976). This theory merged out of the communication discipline.
Dependency theory integrates several perspectives: first, it combines perspectives from psychology with ingredients from social categories theory. Second, it integrates systems perspectives with elements from more causal approaches. Third, it combines elements of uses and gratifications research with those of media effects traditions, although its primary focus is less on effects per se than on rationales for why media effects typically are limited. Finally, a contextualist philosophy is incorporated into the theory, which also features traditional concerns with the content of media messages and their effects on audiences. Research generated by this model had tends to be more descriptive than explanatory or predictive. >

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