Media depends on the social context

Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976).This theory merged out of the communication discipline.Dependency theory is one of the first 
theory which regards audience as an active part in communication process.The dependency theory is expanded from the theory  of Uses and Gratification.According to this theory,there is an internal link between media audience and large social system.

Dependency theory integrates several perspectives: first, it combines perspectives from psychology with ingredients from social categories theory. Second, it integrates systems perspectives with elements from more causal approaches. Third, it combines elements of uses and gratifications research with those of media effects traditions, although its primary focus is less on effects per se than on rationales for why media effects typically are limited. Finally, a contextualist philosophy is incorporated into the theory, which also features traditional concerns with the content of media messages and their effects on audiences. Research generated by this model had tends to be more descriptive than explanatory or predictive.The audience learning from the real life is limited, so they can use media to get more information to fulfil their needs. An extensive use of media generates dependent relation in audience and also Media can able to creating dependence relationship with target audiences to achieve their goals by using their media power

.The degree of dependence is directly proportional to:

§  Individual: The media have ability to satisfy the audience needs. An individual will become more dependent on media, if the medium satisfy his/her needs. Otherwise the media dependence will become less

§  Social Stability: The audience reconsider their beliefs, practice and behaviours when strong social change, conflicts, riot or election which will force to re-evaluate and make new decisions. During this period media dependency is dramatically increased, because there is a strong need for information, support and advice

• §  Active audience: In this communication process, the active audience chooses the media dependence on their individual needs and other factors such as economic conditions, society and culture. If alternative source fulfil the audience needs will decrease the media dependence
• Process of Creating Dependence:
• §   Media attracts individuals by offering the content which is able to fulfil the audience needs for understanding, entertainment and information
• §  There is different strength in Dependence relationship. Cognitive motivations encourage the individuals to maintain the level of attention and Affective motivation serves the individuals to enhance the level of satisfaction
• §   Both Cognitive and Affective motivation are intensifying the audience to higher level of involvement to enable the information process
• Example:
• 2011 Tōhoku earthquake and tsunami hits eastern Japan very badly. Due to this natural disaster the whole communication was blocked and others can’t able to know the exact effect of tsunami in eastern Japan. During this period, Peoples information needs are dramatically increased and they are all more depend on media than any other.
• Critics of Media Dependency Theory:
• §  It describes the media role during social changes and crisis
• §  Theory is more flexible and descriptive
• §  Power of media dependency is not clearly described
• §   It’s difficult to prove scientifically or experimentall