Article

Media Dependency

Joo-Young Jung

in Communication

ISBN: 9780199756841
Published online February 2011 | | DOI: http://dx.doi.org/10.1093/obo/9780199756841-0056
Media Dependency

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Media system dependency (MSD) theory was first developed by Sandra Ball-Rokeach and Melvin DeFleur in 1976. The theory addresses the shortcomings of communication studies in the 1960s and 1970s that either focused on the microlevel or psychological level of individual’s media use or focused on the macrolevel with the assumption of strong media effects. Rather than resorting either to strong or weak media effects, MSD theory focuses on the factors that influence media effects and the context in which the power of media becomes strong or weak. The power of media is affected by whether the media are exclusive and important resources to the particular individual and social organization. MSD theory explains the relationships among individuals, groups, organizations, social systems, and the media system from an ecological and multilevel perspective.

Article.  5720 words. 

Subjects: Communication Studies

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