According to Charles Berger “A theory consists of a set of interrelated propositions that stipulate relationships among theoretical constructs and an account of the mechanism or mechanisms that explain the relationships stipulated in the propositions” (2005, p. 417). Emory Griffin also takes this broader view, writing that a theory is an idea “that explains an event or behaviour. It brings clarity to an otherwise jumbled situation; it draws order out of chaos…. [It] synthesizes the data, focuses our attention on what’s crucial, and helps us ignore that which makes little difference” (1994, p. 34). Various types and categories of theories exist and they spread across different fields and walks of life. But we are going to be focused around theories …show more content…
It says that a media user seeks out media sources that best fulfils the need of the media. It asks the question “what do people do with the media.” Among the basic assumptions of the theory was the idea that both media and content choice are consciously and rationally made and directed toward quite specific goals and satisfactions and that individual utility is more important for media consumption than are values springing from familial or peer group rituals.
This answers my question on the Agenda-Setting theory on whether the people know how to use the media right. Not only can the media help influence choices and shape opinions, the consumer can decide what media content to take in and how they can let it gratify them. In this age where social media is the thing now, the audience now choose the media content and the kind of gratification they want to get from
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The media play an indispensable role in modern life, and are considered amongst the most powerful and inaccurate sources of social information, education and entertainment. Our mass media is an electronic (TV, film, video, videogames, internet) visually dominated media with print (newspaper, magazine)...
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Media system dependency is a theory that predicts people in society will use media for interpersonal needs and goals. It is researched as a system that allows people to meet these goals through sources of information found in different media forms (Loges & Ball-Rokeach, 1993). While media does help us understand who we are, and possibly what we may be becoming, it can also give us insight to the outside world. Media gives the consumer what is desired, and often that is the intense, hostile, and sometimes hopeless views of the world around us. For example, we watch the news and believe that a particular place isn’t safe because that is what media portrays. With all of these notions media gives us, and our dependency on media, it may be one big cycle of information that gets filtered and changed as the society and culture changes as well. Media dependency is also a concept and will continue to evolve as technology advances and new avenues of media consumption are explored.
Pragyaan, (2009) Mass Communication – a biannual journal. Institute of Management Studies Dheradun. Volume 7 Issue 1 June 2009, ISSN No: 0974-5221. Available at: http://www.iuu.ac/pragyaan/Pragyaan_Mass_Comm_June-09.pdf#page=17
The mass media has played a key role in shaping people’s lives. The modern society’s use of mass media including TV, radio, newspaper, as well as print media has largely influenced people’s ideas regarding themselves and the society at large. This is evident from their behavior towards themselves and their community as well as their treatment of the environment. While some experts believe that the media is to blame for most of the negative behavioral traits among the active members of society, the majority agree that the media makes people understand and develop a positive sense of association with their society within which they live, making it easy for them to identify and get their role in it.
Hence, the power of media has touched its apex in today’s age. Its societal, political and economic functions reflect its unparallel capacity to affect the human life in all spheres.
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