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MEDIA DEPENDENCIES IN A CHANGING MEDIA ENVIRONMENT Tam NGUYEN z3398485

MEDIA DEPENDENCIES IN A CHANGING MEDIA ENVIRONMENT Tam NGUYEN z3398485. 60 + percent of patients nowadays consult the internet. From January through June 2009, 51 percent of American adults aged 18-64 had used the Internet to look up health information during the past 12 months .

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MEDIA DEPENDENCIES IN A CHANGING MEDIA ENVIRONMENT Tam NGUYEN z3398485

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  1. MEDIA DEPENDENCIES IN A CHANGING MEDIA ENVIRONMENTTam NGUYEN z3398485

  2. 60+ percent of patients nowadays consult the internet. • From January through June 2009, 51 percent of American adults aged 18-64 had used the Internet to look up health information during the past 12 months. • http://www.youtube.com/watch?v=2gWdqP4nD6k&feature=related

  3. The main purposes: • 80% of those looking for health information use the internet to look up a specific disease or medical problem. • 50% have looked for information on a particular treatment, drug or procedure • 7%look for info on life-ending decisions • 24%have read someone’s commentary, blog or other account of a personal health experience. • 16%surfers consult ratings or rankings of doctors and or hospitals. 

  4. Media dependencies in a changing media environment: • Media system dependency: • Originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976). - This theory was “used to investigate people’s dependency on mass media to satisfy clusters of needs arising from social roles to individual dispositions”.

  5. Three types of “dependency-engendering” information resources • Information gathering and creating • Information processing • Information dissemination

  6. In the crisis communications, • Media has a tendency to shape and form the “reality” of the public during and after the crisis situation. • The public’s dependency relationship with media in crisis situation is more intense than in non-crisis situations.

  7. The case of the 2003 SARS epidemic in China

  8. In spring 2003, SARS first broke out in China’s southern Guangdong province and then spread to Beijing. • Government officials banned the release of SARS-related stories from mid-Feb to March because they want to: - Quell public panic - Maintain order in the southern province of Guangdong. - Keep attracting foreign investment. - Promote economic development. http://www.guardian.co.uk/society/2003/apr/21/china.sars

  9. Chinese citizen’s response: SMS & the internet: Communication tools & alternative sources: • In late January, rumors about a fatal flu quickly spread by word-of-mouth & SMS. • On 8 Feb 2003: - 40 million SMS messages were sent. • On 9 Feb 2003: - 41 million SMS messages were sent. • On 10 Feb 2003: - 45 million SMS messages were sent

  10. SMS in combination withinformal networks of communication (email, chat-rooms, forums, bulletin board systems) and foreign media constitute a credible source for most people. • During the crisis, people received news about SARS from: • Others (56.7%) • Talking to others (such as on the phone) (19.4%) • The internet (14.2%)  More than a month after the government’s “full disclosure” policy on SARS information, all kinds of information were finally available from all media sources.

  11. References: • Lyu, J. C. (2012). How young Chinese depend on the media during public health crises? A comparative perspective. SciVerseScienceDirect Journals doi: 10.1016/j.pubrev.2012.07.006 • Tai, Z., & Sun, T. (2007). Media dependencies in a changing media environment: the case of the 2003 SARS epidemic in China. New Media & Society, 9(6), 987-1009. doi: 10.1177/1461444807082691 • Ball Rokeach, S.J and M.L. DeFleur (1976). A dependency Model of Mass-media Effects. Communication research, 3(1), 3-21 • Lee, C. S. (2011). Exploring emotional expressions on YouTube through the lens of media system dependency theory. New Media & Society, 14(3), 457-475.

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