individual-media dependency

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The dependency relationships of individuals with the mass media. For instance, Ball-Rokeach argues that audiences might turn to books or magazines for social understanding, to pop psychology books for self-understanding, and to radio for orientation to action and interaction. She reported that for television the most common relationship for the individual was based on social understanding, but that all of these relations are found in relation to this medium. She argues that these relations apply also to particular genres and particular texts (e.g. specific programmes, films, or magazines). Compare uses and gratifications.

Subjects: Media Studies.

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