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PUBLIC RELATIONS STRATEGIES & TACTICS

PUBLIC RELATIONS STRATEGIES & TACTICS. Media dependency theory MICHELLE CHONG AIMAN PUTRA SYAMIL ADRI DERREK SEAN. WHAT IS MEDIA DEPENDENCY?. 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.

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PUBLIC RELATIONS STRATEGIES & TACTICS

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  1. PUBLIC RELATIONS STRATEGIES & TACTICS Media dependency theory MICHELLE CHONG AIMAN PUTRA SYAMIL ADRI DERREK SEAN

  2. WHAT IS MEDIA DEPENDENCY? 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. Theorist: Sandra Ball-Rokeach and Melvin DeFleur Date: 1976

  3. MORE ON THIS THEORY An internal link between media, audience and large social system. Audience can use media to get more information to fulfill their needs. 

  4. CRITICS ON MEDIA DEPENDENCY THEORY Predicts a correlation between media dependence and importance and influence of the media, but each person uses the media in different ways. Can be proven false.  If a person is not dependent on the media, media will not be of great importance to that individual.

  5. EXAMPLE OF MEDIA DEPENDENCY SUNNY FROM LOS ANGELES turns on weather channel on the television, reads the paper, and checks the internet, all for the local forecast for the day.  He has become very dependent on the media. 

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