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Old Sunday, September 29, 2013
sadafnoorelahi sadafnoorelahi is offline
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q. "Todays media has taken centre stage role in the daily life and society". Give your comments on this statement in the light of media system dependence theory CE-2012


media system dependency theory

This theory states that the more dependent an individual is on the media for having his or her needs fulfilled, the more important the media will be to that person. the theory was developed by Sandra Ball-Rokeach and Melvin DeFleur in 1976.

Explanation

The theory is based on uses and gratification concept whereby individuals use a thing and in turn become dependent on it. in this context, it implies the greater dependency on media today. media acts like a focal point in today’s life. people get informed, educated and entertained by media. The more importance individuals attach to media, the more important it becomes.

Examples

If a certain individuals depends on media as the sole source of information, then in case of power outages, he remains totally ignorant as his primary source of information is obstructed. this ignorance will be due to him being heavily dependent on media as the only means to obtain information.
Similarly,during times of stress such as in earthquakes, floods or war, media plays a significant role and people too become largely dependent on it as was observed in the hurricane Katrina or invasion of Iraq.in all such events,people relied on media as the source of information and media exerted greater impact on the society.

Critical analysis

The statement “today media has taken centre stage role in daily life and society” is partially correct according to the media dependence theory. the dependence on media varies from context to context and individual to individual..even in the 21st century, there are many parts of the world, where people are not largely dependent on media as a result for them, media plays a lesser important role. whereas, in most urban and industrialized places, media plays a crucial role in the society and the society remains reliant on it.

Conclusion:
media system dependence theory plays a pivotal role in determining the relationship between individuals and the society.the greater the utility of media,the greater the dependence. Media and individuals enjoy a directly propotional relationship.
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