Question

Dependency theory in the field of development communication was conceptualised by-

• A. Wilbur Schramm
• B. Rokeach and Defleur
• C. McCoombs and Shaw
• D. Martin Fishbein

Hint:

Media Dependency Theory argues that our reliance on media increases during crises (like natural disasters, pandemics, or wars), making us more vulnerable to media influence and agenda-setting during those times.

Answer 1

The Correct Option is B

Step 1: Understanding the Concept:
Media System Dependency Theory (or simply media dependency theory) is a systematic communication theory that explains the relationship between audiences, media systems, and the broader social structure.

Step 2: Detailed Explanation:
The theory was conceptualized by Sandra Ball-Rokeach and Melvin DeFleur in 19
The core argument of the theory is that the more an individual depends on media to meet their needs, the more important and influential the media becomes in their life, thereby increasing the media's potential to alter their cognitions, feelings, and behaviors.
According to Rokeach and DeFleur, this dependency is based on three main types of goals:
Understanding (self-understanding and social understanding).
Orientation (action orientation and interaction orientation).
Play (individual play and social play).
The level of dependency varies based on:
- The stability of the social system: During times of social crisis, conflict, or rapid change, individuals' dependency on media for information and reassurance increases significantly.
- The utility of the media system: The capacity of the media system to provide unique, high-quality, and timely information.
Let us review the other options:
- Wilbur Schramm (A) is known for his work on mass communication models and the dominant paradigm of development.
- McCoombs and Shaw (C) conceptualized the Agenda-Setting Theory.
- Martin Fishbein (D) developed the Theory of Reasoned Action (TRA).

Step 3: Final Answer:
The dependency theory of communication was conceptualized by Rokeach and Defleur.