Dependency Theory: Blog Task

Dependency Theory

Rokeach and Defleur took Uses and Gratifications one step further in 1976 in suggesting that people have become dependent on the media.

With Dependency Theory, they suggest that people rely on the media for information determining their decisions. This means the media can create many different feelings such as fear, anxiety and happiness.

TASK 1:

1) What do YOU primarily use the media for: entertainment or information? ( or something else?)

I primarily use the media for entertainment however I tend to use the media for information regarding school and the world around me. 

2) To what extent do you feel we are dependent on the media?

I think that we are absolutely dependent on the media whether it be Digital media or Print Media. This is because for the world around us their is media every where compared to what there use to be, new print products, new technology to see digital media and countless other methods of observing media in general.

3) Has our dependence on the media changed over the last 10 years? How?

Our dependency over media has changed over the last 10 years due to the fact that now the media being shown is not only the dominant ideologies but is also the alternative ideologies which could suggest that the audience want to hear both sides of a story instead of one.


4) Read this Telegraph article - does this support Depndency Theory? What is your personal opinion on this issue?

This Telegraph article supports the Dependency Theory because it suggests that ever since the internet the population have been relying on the internet to gather information regarding the media and the type of media they like to associate with. However, it also challenges the dependency theory as it is only related to the use of the internet and completely takes out the the fact of that their is also print media.

I agree with the dependency theory as it suggests that the media is solely based around the internet and the use of digital media which in this day and age is. However, in this day and age there still is the older generation who go under the psychographic of the resigned which suggests that they are brand loyal and do not want to get out of their comfort zone to trying out digital media.