640. Media Dependency Theory | Media Effects Theories | UGC-NET Mass Communication and Journalism

Media Dependency Theory was propounded by Sandra J. Ball-Rokeach and Melvin Lawrence DeFleur in 1976. Sandra J. Ball-Rokeach is an American sociologist and communications scholar. She is professor emerita at the USC Annenberg School for Communication and Journalism, and the department of sociology at the University of Southern California (USC). Ball-Rokeach is best known for developing media system dependency theory with Melvin Defleur. Melvin Lawrence DeFleur was a professor and scholar in the field of communications. His initial field of study was Social Sciences. DeFleur received his Ph.D. in Social Psychology from the University of Washington in 1954. His thesis, Experimental studies of stimulus response relationships in leaflet communication, drew from sociology, psychology, and communication, to study how information diffused through American communities.
This video talks about the various aspects of Media Dependency Theory with suitable examples for the benefits of students of Mass Communication and Journalism.
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