Media System Dependency Theory
Elaborating on and adding to the uses and gratification theory, the Dependency Theory was proposed by Sandra Ball-Rokeach and Melvin DeFleur in 1976. Often used by some as an argument against technology, the theory proposes just the opposite. Majority of humans have a desire to learn and stay informed, for combined reasons of survival (both physical and from an economic perspective), community, educate others and for enjoyment. The amount of information that an individual can acquire just through living their daily lives is limited, so to increase knowledge capacity people turn to media to obtain more information in a shorter period of time. Media is defined An instructional video online can provide more information in a shorter amount of time than an instructional book by focusing on key points and utilizing more senses other than the eyes (ie. audio learning from listening to the instructor, visual learning from watching hands on examples, and the greater ability to summarize key points since other senses are being utilized).
The degree of media dependence is proportional to the needs of the individual. If the individual views the media as beneficial to satisfying his or her needs, then they will be more dependent on the media. It is important to note that needs is not synonymous with production, an individual could have a larger degree of desire to utilize entertainment media and this would increase their dependency. The stability of society is another factor that determines media dependency. Media dependency increases in times of conflict, elections, and social change the need for information and advice is higher due to societal and individual survival desires. An example would be media viewers in times of war and presidential elections. Media uses may compete with one another as well depending on the information and ease of use that they provide. During times of recession, individuals may focus on media tools that allow them economic information, whereas in times of stability individuals may be more concerned with other information or entertainment media tools.
The degree of media dependence is proportional to the needs of the individual. If the individual views the media as beneficial to satisfying his or her needs, then they will be more dependent on the media. It is important to note that needs is not synonymous with production, an individual could have a larger degree of desire to utilize entertainment media and this would increase their dependency. The stability of society is another factor that determines media dependency. Media dependency increases in times of conflict, elections, and social change the need for information and advice is higher due to societal and individual survival desires. An example would be media viewers in times of war and presidential elections. Media uses may compete with one another as well depending on the information and ease of use that they provide. During times of recession, individuals may focus on media tools that allow them economic information, whereas in times of stability individuals may be more concerned with other information or entertainment media tools.