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What are some of the issues that result from dependency on modern media? Describe at least three issues
Media systems dependency theory (MSDT), or simply "media dependency," was developed by Sandra Ball-Rokeach and Melvin DeFleur in 1976. [ The theory ties together the interrelations of broad social systems, mass media, and the individual into a comprehensive explanation of media effects. At its core, the basic dependency hypothesis states that the more a person depends on media to meet needs, the
more important media will be in a person's life, and therefore the more effects media will have on a person. According to Ball-Rokeach and DeFleur, three media needs determine how important media is to a person at any given moment: 1) The need to understand one's social world (surveillance) 2) The need to act meaningfully and effectively in that world (social utility) 3) The need to escape from that world when tensions are high (fantasy-escape) When these needs for media are high, the more people turn to media to meet these needs, and therefore the media have a greater opportunity to effect them. That said, none of these media needs are constant over long periods of time. They change based on aspects of our social environment. In fact, media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. ]
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What is meant by the term media convergence with regard to business, and how has it affected everyday life? What are some of the issues that result from dependency on modern media? Describe at least three issues.
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Asked 10/21/2012 2:22:07 AM
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What is meant by the term media convergence with regard to business, and how has it affected everyday life? What are some of the issues that result from dependency on modern media? Describe at least three issues.
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