COMM 1 Lecture Notes - Lecture 28: Dependency Theory, Social Cognitive Theory
31 Aug 2020
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Document Summary
Media systems dependency theory (ball-rokeach and defleur) Grew out from uses & gratifications theory. Focus: relationship between individual, media system, and society. Looks at society, media, and people as a system. For media: expectations for audience members & institutional constraints. For individuals: expectations/demands for media satisfying needs/goals. Places a demand on media to meet my needs. You aren"t going to have media needs if you don"t like media. Societal stability/change/conflict if society is going through change or conflict, it will affect our needs. More dependence on media the more important media becomes more influence media have. When someone becomes too dependent on media. People are looking for stories to gravitate to. You got to know what"s going on. A return to theories of powerful (but indirect/subtle) effects . Might not be aware that the media is influencing you, more powerful because it is. E. g. civil rights, free love, vietnam war, feminist movements, moral shifts behind your back.
