Media Dependency Theory | Understanding Webs of Influence

Media Dependency Theory posits that individuals rely on media for information, entertainment, and social interaction, thus creating a symbiotic connection. The theory underscores the media’s role as a primary information source, impacting public opinion and shaping perceptions. As technology evolves, the theory adapts, encompassing new media forms and platforms. It asserts that media dependency intensifies during crises, emphasising the media’s influence on shaping collective responses.

Moreover, the theory suggests that media dependency varies across demographic factors, influencing the media consumption patterns of diverse groups. Critically analysing this dependency unveils power dynamics and the media’s ability to control narratives. Therefore, making Media Dependency Theory a crucial lens for understanding modern communication landscapes.

Foundations of Media Dependency

At its core, Media Dependency Theory posits that as individuals, we rely on the media for information, guidance, and entertainment. This dependency is not one-sided; rather, it forms a dynamic relationship where both the media and individuals influence each other. Ball-Rokeach and DeFleur argued that the level of dependency is contingent on various factors. These factors include societal norms, individual needs, and also the media’s role in fulfilling those needs.

Interplay of Media and Society

Media as a Primary Information Source

In our information-driven society, the media serves as a primary source of knowledge. Media Dependency Theory suggests that individuals who depend heavily on the media for information are more susceptible to its influence. According to Katz et al. (1973), Uses & Gratifications Theory shows that people turn to the media to satisfy their needs for surveillance, interpretation, and also social integration.

Media’s Agenda Setting Power

The theory also delves into the media’s Agenda Setting power, a concept introduced by McCombs and Shaw (1972). This refers to the media’s ability to influence the salience of issues by choosing which topics to cover. As individuals become increasingly dependent on the media, their perceptions of reality are further shaped by the issues highlighted in the news.

Individual Dependency Levels

Variable Levels of Dependency

Media Dependency Theory also recognises that dependency levels vary among individuals. In their seminal work, Ball-Rokeach and DeFleur (1976) proposed a typology of media dependency. This categorises people into high, moderate, or low dependency groups. Understanding these categories provides further insight into how different individuals interact with and are influenced by the media.

High Dependency

• Individuals in this group rely heavily on the media for information and guidance in various aspects of their lives.
• High-dependency individuals may feel that the media significantly shapes their attitudes, beliefs, and behaviors.
• They are likely to turn to the media as a primary source of information. Therefore, may feel a strong connection to media messages.

Moderate Dependency

• Moderate-dependency individuals fall in between the high and low dependency groups.
• They use the media for information and entertainment. Thus, may not be as heavily influenced by it as those in the high-dependency group.
• Their attitudes and behaviours may be influenced to a certain extent by media messages. However, they also draw on other sources of information and experiences.

Low Dependency

• Individuals with low media dependency rely less on the media for information. They are therefore more independent in forming their attitudes and opinions.
• They may be less influenced by media messages and more likely to seek information from elsewhere. This can encompass personal experiences, interpersonal communication, or other non-media sources.
• Low-dependency individuals may view the media as just one of many sources of information. Media is not a primary influence on their thoughts and actions.

Factors Influencing Dependency

Several factors contribute to an individual’s level of media dependency. Personal characteristics, socio-economic status, and cultural background also play roles in shaping the extent to which one relies on the media. Dependency is not static; it fluctuates based on life circumstances and societal changes.

Media Dependency in the Digital Age

The Impact of New Media Technologies

In today’s digital age, the landscape of media dependency has evolved. With the rise of social media and online platforms, the dynamics of how individuals consume and also depend on media have undergone significant transformations. Scholars like Du et al. (2020) argue that new media technologies have intensified our reliance on the media. This therefore creates a more intricate web of dependency.

Social Media & Personalised Dependency

Social media platforms, in particular, contribute to personalised dependency. Users curate their online experiences, selecting content that aligns with their interests and beliefs. This selective exposure, as discussed by Zillmann and Bryant (1985), enhances the media’s impact on shaping individual perceptions.

Media Dependency in Crisis Communication

Crisis as Catalyst for Dependency

During crises, such as natural disasters or pandemics, media dependency intensifies. Individuals turn to the media for real-time information, guidance, and reassurance. In these moments, the media takes on a crucial role in shaping public opinion and behaviour. This can further be seen in the analysis by Coombs (2007) on crisis communication.

Crisis Communication Strategies

Understanding media dependency is vital for crisis communication strategies. The media then becomes a lifeline for disseminating accurate information, managing public perception, and facilitating a sense of community. Gaining insights from Media Dependency Theory can inform communication professionals on how to navigate these critical moments effectively.

Media Dependency Theory in Everyday Life

Media Dependency & Decision-Making

Beyond crisis scenarios, Media Dependency Theory manifests in our everyday decision-making processes. Whether it’s choosing a product, forming opinions, or making lifestyle choices, the media plays a pivotal role. The theory’s application extends to understanding how media messages contribute to shaping our preferences and further influencing our daily decisions (Huesmann & Kirwil, 2007).

Media Literacy as a Counterbalance

As media dependency grows, so does the importance of media literacy. Scholars like Livingstone and Van Couvering (2006) argue that cultivating media literacy skills empowers individuals to critically engage with media messages, reducing the risk of blind dependency. Understanding how media messages are constructed and disseminated enables individuals to navigate the media landscape more effectively.

Challenges to Media Dependency Theory

Media Resistance & Alternative Narratives

Media Dependency Theory, while influential, is not without challenges. In the age of information abundance, individuals exhibit media resistance, actively avoiding or challenging mainstream media messages (Couldry, 2012). The emergence of alternative narratives and grassroots media further complicates the straightforward predictions of media dependency.

Globalization & Cultural Hybridity

In a globalised world, Media Dependency Theory encounters Cultural Hybridity (Thussu, 2006). Individuals consume media from diverse sources, blurring the lines of dependency. Cultural influences, transnational media flows, and the interconnectedness of societies challenge traditional notions of media dependency.

Future Directions & Evolving Perspectives

Dynamic Nature of Media Dependency

As media technologies continue to advance, the dynamics of media dependency will undoubtedly evolve. Scholars are exploring the interplay between emerging technologies such as artificial intelligence, virtual reality, and media dependency. Thus, anticipating new dimensions in the relationship between individuals and the media (Du et al., 2021).

Intersectionality & Media Dependency

An emerging area of study within Media Dependency Theory involves exploring the intersectionality of various factors, such as race, gender, and socio-economic status, in shaping media dependency. Recognising the diverse ways individuals engage with and depend on the media adds depth to our understanding of this complex relationship.

Conclusion

Media Dependency Theory remains a crucial lens through which we understand the symbiotic relationship between individuals and the media. From the foundations laid by Ball-Rokeach and DeFleur to the contemporary challenges posed by a rapidly evolving media landscape, the theory invites continuous exploration and adaptation. As media continue to shape and reflect our societal fabric, navigating this landscape requires not only an awareness of media dependency but also a commitment to media literacy and critical engagement.

References

Du, J., Kerkhof, P., & van Koningsbruggen, G. M. (2021). The Reciprocal Relationships Between Social Media Self-Control Failure, Mindfulness and Wellbeing: A Longitudinal Study. PLoS ONE 16(8), e0255648.

Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A Dependency Model of Mass-Media Effects. Communication Research, 3(1), 3-21.

Couldry, N. (2012). Media, Society, World: Social Theory and Digital Media Practice. Polity.

Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163-176.

Huesmann, L. R., & Kirwil, L. (2007). Why Observing Violence Increases the Risk of Violent Behavior By The Observer. In: Flannery, D. J., Vazsonyi, A. T. & Waldman, I. D. (Eds.), The Cambridge Handbook of Violent Behavior and Aggression (pp. 545–570). Cambridge University Press.

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. Public Opinion Quarterly, 37(4), 509-523.

Livingstone, S., & Van Couvering, E. (2006). Taking Risky Opportunities in Youthful Content Creation: Teenagers’ Use of Social Networking Sites for Intimacy, Privacy and Self-Expression. New Media & Society, 8(3), 383-400.

McCombs, M., & Shaw, D. L. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176-187.

Thussu, D. K. (2006). International Communication: Continuity and Change. A&C Black.

Zillmann, D., & Bryant, J. (1985). Selective Exposure to Communication. Routledge.