Presentation PowerPoint Example | Topics and Well Written Essays - 500 words

PowerPoint Presentation Example Dependency theory takes this a step ahead and identifies the relationship between the dependency on a particular type of media and the number of needs it fulfills for a person. Higher dependency on the media also results in higher influence and power of that media on that individual. This is in line with the Agenda Setting theory. Combination of these theories results in the Dependency theory preposition: As a persons dependency on media increases to fulfill needs, that media becomes more and more important to that person At a conceptual level this theory gives an integrated outlook of audiences, media and social system. The degree on dependence on media is governed by two factors (Dependency Theory, 2004). First, the number of needs satisfied by a media; more needs satisfied, more you are dependent on that media. Second, social conditions; if there is a situation of social conflict or change then media is depended on to make choices/decisions. However, apart from these factors there are several external factors that can influence a person’s choice of media such as culture, social context etc. These factors that are not under the control of an individual act as constraints on the choice and degree of media usage. Increasing involvement of audience in information processing relayed/published by media can result in a three-fold effect – Cognitive, Affective and Behavioral (Dependency Theory, 2004). Dependency theory is applicable to mass media at micro, meso, and macro levels. Scope of application includes individuals, interpersonal networks, organizations, social systems and societies. One of the critiques for this theory initially argued that information shared by interpersonal networks is not accounted for. This is not a strong critique as even in these networks someone would have picked up the information from media only (Lindsay Ems, 2008). This theory has some features that make it widely