Media Dependency Theory newspapers media should refer to the opinion of the

audience as they create the rate)

 Dependence Theory is a mass communication
theory that studies long term effects of media on
their audiences.
e.g.
“ This theory proposes an intrinsic connection between
For example, if a TV program is interesting, if the theme
the media, the audience, and the larger social
highlighted there is actual and deserves attention,
structure.”
people will watch it, the newspapers will write about it
 Because the audience's learning from actual life is and the critics will talk about it. Therefore, other
restricted, people can use media to obtain more programs will be directed in the same way.
knowledge to meet their requirements.
Another program will be created on the basis of the
(Watching Tutorials, DIYs, Documentaries, etc. to fulfill same topic or it will be devoted to the relevant idea.
ones needs. It doesn’t matter even if you are not the ne Audience creates the image for the programs, it makes
who is physically doing the experience, but you will be programs and news editors deal with it.
able to adopt, absorb anything you watch or you read in
Social Stability: When there is a significant societal
any media platform that you could use in real life.)
shift, conflict, riot, or election, the audience reconsiders
 The excessive usage of media creates a reliant their ideas, practices, and behaviors, forcing them to re-
relationship in the viewers. evaluate and make new decisions. During this time,
there is a great demand for information, support, and
(The more dependent an individual is on the media for counsel, which increases media dependence
having their needs to fulfill the more important the substantially.
media will be to that person.)
(Society is influenced by media in so many ways. It is the
 Also, by utilizing its media power, media may media for the masses that helps them to get
develop a dependency connection with target information about a lot of things and also form opinions
audiences in order to achieve its aims. and make a judgment regarding various issues. It is the
(Audience influences media, it creates the themes which media, which keep people updated and informed about
are going to be discussed, it makes sure that the what is happening around them and the world that
information they want to consider is going to be everyone draws something from it.)
presented for the general consideration. Examples:
All people are different, they want to view various data Facebook: is a popular free social networking website
and the main purpose of mass media is to deliver the that allows registered users to create profiles, upload
information in such a way that all people could be photos and video, send messages and keep in touch
satisfied thinking that the data is created especially for with friends, family and colleagues.
them, while the data is for all, it is just for people to
make sure that they understand it properly.) Twitter: is a free microblogging service that allows
registered members to broadcast short posts called
The degree of dependence is directly proportional to: tweets. Twitter members can broadcast tweets and
Audience: The media can meet the demands of the follow other users' tweets by using multiple platforms
public. When the media responds to its demands, a and devices.
person becomes more dependent on the media. Google+: (pronounced Google plus) was Google’s social
Something else will reduce media dependency. networking project, designed to replicate the way
(Audience is the main target of the media. Media wants people interact offline more closely than is the case in
to present the data interesting for the audience, and the other social networking services. This website is no
audience wants to see the information which entertains longer offered to new users and plans to shut down
or informs them. Creating the programs and releasing remaining accounts in 2019.
Wikipedia: is a free, open content online encyclopedia other hand, actively accept media information, yet the
created through the collaborative effort of a community act of obtaining media information is accidental. Active
of users known as Wikipedians. Anyone registered on audiences, on the other hand, pay close attention to
the site can create an article for publication; however, receive information and understand it in order to
registration is not required to edit articles. Wikipedia provide feedback.)
was founded in January of 2001.
For example:
LinkedIn :is a social networking site designed specifically
Ela and Bela are siblings who are watching the news on
for the business community. The goal of the site is to
television. The news reporter is providing tips on how to
allow registered members to establish and document
stay healthy. Ela tries to listen to the news reporter’s
networks of people they know and trust professionally.
tips actively to follow them. Then, she asks her sister
Reddit :is a social news website and forum where Bela to be confirmed that do these tips really work or
stories are socially curated and promoted by site not? In contrast, Bela accepts those tips easily. Here, Ela
members. The site is composed of hundreds of sub- is an active audience who is a critical thinker. Therefore,
communities, known as "subreddits." Each subreddit she carefully focuses on the news presenter’s dress,
has a specific topic such as technology, politics or music. speaking style, and messages’ meaning.
Reddit site members, also known as, "redditors," submit
Process of Creating Dependence:
content which is then voted upon by other members.
The goal is to send well-regarded stories to the top of
the site’s main thread page.
• Individuals are attracted to media because it provides
Pinterest :is a social curation website for sharing and material that satisfies the audience's requirements for
categorizing images found online. Pinterest requires knowledge, amusement, and information.
brief descriptions but the main focus of the site is visual.
Clicking on an image will take you to the original source. • In the Dependence connection, there is a significant
variation in the degree of strength. Individuals with
(The media influences so many people’s behaviour cognitive goals are encouraged to maintain their level of
nowadays. Information can be spread after a few clicks attention, whereas those with affective drive are
of a button, whether it is true, false, speculation or encouraged to increase their degree of enjoyment.
gossip. This can affect relationships in various ways, be
it between celebrities and ordinary people or between • Both cognitive and affective motivation are increasing
celebrities themselves and their loved ones. The media audience engagement in order to facilitate the
can manipulate, influence, persuade and pressurize information process.
society, along with even controlling the world at times Example:In 2011, Tōhoku earthquake and tsunami hit
in both positive and negative ways; mentally, physically Eastern Japan very badly. Due to this natural disaster
and emotionally.) Double edged sword.] the whole communication were blocked and others
could not know the exact effects of tsunami in Eastern
Japan. During this period, Peoples information needs
Active Audience: In this communication process, the were dramatically increased and they were all more
active audience selects the media based on their own depend on media than any other.
interests as well as other aspects such as economic
situations, society, and culture. If other sources meet Critics of Media Dependency Theory:
the demands of the public, media dependency will  It describes the media role during social changes
decline. and crisis
(The term "active audiences" refers to people who  Theory is more flexible and descriptive
actively consume media information and interpret it  Power of media dependency is not clearly described
depending on their social and personal circumstances.  It’s difficult to prove scientifically or experimentally
As a result, rather than just hearing media messages,
they pay attention to them. Active audiences, on the