media dependency lecture - Media Dependency Lecture 18:35...

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Media Dependency Lecture 18:35 Media Systems Dependency Active audience Select certain media to achieve personal goals Become dependent on the media Dependency – media is important to the individual Individual level theory; describes media’s impact on an individual instead of a group or a  collective audience Media have much more influence and power This theory claims that people rely more on mass media and less on interpersonal  networks for information Ambiguity – we face uncertainty in everyday lives because we have issues that we don’t  understand, know how to deal with Perceived ambiguity – inability to define social situations We turn to the media for help understanding what we are facing and for tips as to how to  deal with it Forced ambiguity – we know what’s going on but we don’t know how to respond
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