David K. Berlo was an American communication theorist who developed the SMCR model of communication and later Media Dependency Theory. He argued that individuals rely more heavily on media as sources of information, which influences their attitudes and behaviors. Berlo's Media Dependency Theory posited that the relationship between media and their audiences is one of dependency, with receivers depending more on media over time for information they need to function in society.

1. Media Dependency
Theory
David K. Berlo
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2. Biography of David K. Berlo
Date of Birth: March 1929
Date of Death: February 1996
Education
University of
Illinois
University of Illinois
Michigan State
1958 University
A Philosophy of
Education
1960 The
Process of Communication.
Department 2
of General Communication Arts, Michigan

3. 1. communication source)
2. encoder)
3. message)
4. channel)
5. decoder)
6. communication receiver)
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4. SMCR
Shannon
Weaver
4

5. SMCR
S (Source or Sender)
M (Message)
C (Channel)
R (Receiver)
5

6. SMCR 4
Source
Message
Channel
5
: : : : :
Receiver
6

7. –
SMCR
•
•
• Feedback)
•
• linear model)
•
•
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8. • (Dependency)
• Media Dependency
receiver)
• Media
Dependency Theory
(Receiver) 8

9. Media Dependency Theory
1976 Sandra Ball-Rokeach
and Melvin DeFleur
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10. Ball-Rokeach & DeFleur (1976)
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11. 11
DeFleur & Ball Rokeach (1989)

12. Society system
–
12

13. Media
system
Audiences
13

14. Theories of Mass Communication
Melvin L. De Fleur Sandra Ball-
Rokeach
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