Language
Country/Area
No result found
Media dependence theory: Why can't we escape the influence of media?
Since it was proposed by Sandra Ball-Rokeach and Melvin Defleur in 1976, Media System Dependency Theory (MSD) has provided a new perspective for understanding the interaction between media and society. This theory emphasizes that the relationship between media and audiences should be explored in the context of a larger social system, and integrates the interaction between social systems, media, and individuals into a comprehensive explanation of media influence, revealing the role of media in daily life. importance and far-reaching impact.
The core of the media dependence hypothesis is that the more a person relies on the media to meet their needs, the more important the media will be in their lives, which in turn affects their behavior and attitudes.
According to media dependence theory, dependence on media stems from three relationships: the relationship between society and the media, the relationship between the media and the audience, and the relationship between society and the audience. These relationships are intertwined and together shape an individual's level of media dependence.
First, in the relationship between society and media, the accessibility and availability of media will affect individuals' media experience. In social systems, media dependence often varies with different political, economic and cultural systems. Second, the relationship between media and audience is a key variable in this theory because it influences how people use media. Society's demands and motivations for media use vary with different social environments.
Three media needs: the need to understand the social world, the need to act effectively in society, and the need to escape in high-pressure environments, all reflect the degree of an individual's dependence on the media.
Interestingly, media dependency theory suggests that when societies are experiencing significant change and conflict, people’s need for media increases. For example, national emergencies or large-scale social movements (such as the Vietnam War or the Arab Spring) have prompted people to turn to the media in large numbers to make sense of current events. In such cases, the media can have a stronger impact on the audience.
The impact of media information
According to Ball-Rokeach and DeFleur, the cognitive, behavioral, and affective consequences of media use depend critically on the characteristics of the individual and his or her social environment. First, cognitive effects involve creating and resolving ambiguity. When audiences are faced with inadequate information, they may feel confused and stressed and therefore seek explanations and clarifications from the media.
During periods of social change, increased demand for information can make audiences more susceptible to the agenda-setting effects of the media.
For example, if viewers have a high information need for a major event (such as the 2003 invasion of Iraq), they are more likely to view the event as a major problem facing the United States. Furthermore, the media may influence people’s attitude formation, expand their belief systems, and help to clarify and define conflicts of values.
Negative effects and responses
In addition to cognitive effects, media can also have negative emotional and behavioral effects on individuals. Viewers who are exposed to violent content for a long time may become numb to real-life violent encounters, leading to a decreased willingness to help others. Such effects are more pronounced during periods of social unrest.
Media presentations and narratives can significantly influence people’s emotions and behavior, potentially leading them to make choices they would not normally make.
For example, a woman reading news about sexism in the workplace may participate in a women's rights march because of the negative emotions she feels about the issue. Conversely, the media may also cause voters to dislike the electoral process, ultimately affecting their voting behavior.
Application of social media to media dependence theory
Against the backdrop of the rise of new media, media dependence theory is also evolving. The increasing dependence of young people on social media, especially under the influence of popular content, also demonstrates the importance of individual dependency relationships (IMD) in the current media environment. Social media has not only reshaped the way we obtain information, but has also greatly changed our media dependence patterns.
While media dependence theory provides a framework for analyzing media influence, its applicability and limitations in today's social media-dominated environment continue to require exploration.
The diversity of media and the participation of social media make the audience not only passive recipients of information, but also more actively select and share information. This change has brought new challenges and reflections to our understanding of media impact and its consequences. Can we find true autonomy and choice in this age of information overload?
