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Why does the power of the media become stronger during social change?
In today's rapidly changing society, the influence of media is becoming more and more significant. From social movements to political reforms, the media has become an important force for change. This phenomenon is not only related to the characteristics of the media itself, but also closely related to the role it plays when encountering social unrest or major changes.
The media's impartial provision of information is a cornerstone of democracy, especially when it comes to exposing social injustice.
According to media system dependence theory (MSD), when society undergoes major changes, the public's demand for information rises dramatically. This theory was proposed by Sandra Balokich and Melvin DeFleur in 1976 and emphasizes the dependent relationship between media and audience. The more an individual's needs depend on the media, the greater the importance of the media in his or her life, and the greater the impact that follows.
Media requirements and their dependencies
Research shows that individuals rely on media for three basic reasons: to understand their social world (monitoring), to act meaningfully in that world (social utility), and to escape reality when tensions mount (fantasy escape). ). These changes in needs will directly affect when the audience seeks help from the media, and thus the influence of the media will be enhanced accordingly.
During times of social unrest, such as war or social movements, people are more likely to rely on the media to understand what is happening.
The relationship between media and society
The power of the media becomes stronger in social change, which is mainly reflected in 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 not only affect the output of media content, but also affect people's dependence on the media.
The relationship between society and media
In modern society, there are many types of media and they provide multiple functions. This makes the media play an increasingly important role in public life. Taking the United States as an example, the media is known as the "fourth estate" and plays a key role in political and social events.
The relationship between media and audience
According to dependency theory, the more urgent an individual's need for information is, the more likely he or she is to rely on the media. When social emergencies occur, people eagerly seek the media's help to understand the dilemma.
The relationship between society and audience
Society's values and norms also influence media use. Individuals from different social backgrounds have different needs and behavior patterns when using media.
The impact of media information
The impact of media information can be divided into three levels: cognitive, emotional and behavioral. The cognitive effect of the media is particularly evident during periods of social unrest, when people tend to seek information to resolve their concerns.
In crisis situations, the media can effectively guide public attention and form collective consciousness.
Media Application in Social Change
With the rise of new media, the dependence on social media has changed. Many young people are highly dependent on social media, which leads to the rapid spread of online content, further strengthening the influence of the media.
SummaryMedia system dependence theory reveals the increasing influence of media in modern social changes. The media is not only a provider of information, but also a promoter of social change. In the future social development, the interactive relationship between media and audiences will become increasingly complex. So, in this context, how do you think the media will influence the future direction of social change?
