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media system theory

The document summarizes several media system theories, including media system dependency theory and hegemony theory. It provides definitions, key assertions, and examples of each. Media system dependency theory proposes that the influence of media depends on how much an individual relies on media to meet needs. Hegemony theory suggests that dominant social groups can manipulate ideas to make their worldview accepted as normal.

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MEDIA SYSTEM THEORIES
System Theory “A set of inter-related and interdependent parts arranged in a manner that produces a unified whole”. Example: Parts of an organization News Channel
Dependency Theory
 First proposed by Ball-Rokeach and DeFleur 1976, states that: “Media system dependency theory asserts that the more a person depends on having his or her needs met by media use, the more important will be the role that media play in the person’s life, and therefore the more influence those media will have on that person.” Example: Mobile adds
4 Basic Assertions  First, the “basis of media influence lies in the relationship between the larger social system, the media’s role in that system, and audience relationships to the media.”  Second, “the degree of audience dependence on media information is the key variable in understanding when and why media messages alter audience beliefs, feelings, or behavior.”
 Third, “in our industrial society, we are becoming increasingly dependent on the media (a) to understand the social world, (b) to act meaningfully and effectively in society, and (c) for fantasy and escape.”  Fourth “The greater the need and consequently the stronger the dependency”  Example : Wide range of mediums
Media System Dependency theory In the words of Ball-Rokeach and DeFleur (1976), dependency is: “a relationship in which the satisfaction of needs or the attainment of goals by one party is dependent upon the resources of another party”.
The Basic Framework MSD, first proposed by Ball-Rokeach and DeFleur (1976), has at its heart a complex system in which the media, individuals, their interpersonal environment, and the social environment are seen to have dependency relationships with each other. This system of relationships is illustrated in the figure below. Each of these system components is seen as depending on the other components in the system by drawing on resources in order to satisfy goals.
Social environment Economic System Political System Media System Interpersonal Network Individual Characteristics Personal Goals Individual media system dependency relation Macro level Meso level Micro level
Examples  a media organization might be dependent on a political structure (i.e., part of the political system and social environment) for permission to broadcast.  Or a manufacturing organization (part of the economic system and social environment) might depend on media systems to advertise its products and enhance sales.  Or an individual might rely on the newspaper (part of the media system) or on rumors spread by friends (part of the interpersonal network) to provide information about what apartments are available for rent.
 In MSD, particular attention is given to the resources of media systems in modern society and the concern of the conditions which will increase or decrease individuals’ reliance on media systems.  In a general sense, MSD theorists see media systems as taking on an increasingly important role as industrialization and urbanization have decreased the influence of interpersonal social networks.
HEGEMONY THEORY
“Hegemony is the political, economic, ideological or cultural power influenced by a dominant group over other groups”.  The theory was proposed by “Antonio Gramsci”, an Italian Marxist thinker.
ASSUMPTIONS  In this theory Gramsci states that “ideas of ruling class became the ruling ideas”. According to hegemony the ruling class can manipulate the value system and mores of a society, so that their view becomes the world view.  Gramsci sees the ruling class maintaining its dominance over society in two different ways:  Coercion  Persuasion
Coercion Persuasion The ruling class uses the army, the police, prisons and courts of the capitalist state to force other classes to accept its role The ruling class uses ideas and values to persuade the sub- ordinate class that their role is authentic.
Mall (1985) states: “Hegemony refers to a process in which a dominant group leads another group to accept subordination as a part” Tankard (1992) states: “ Concept of hegemony states that ideas of the ruling class became the ruling ideas” Definitions of different scholars
EXAMPLES  As we all know that America is a superpower country and it promotes the concept of democracy that’s why other nations are also following the same concept.  Promotion of fast food culture in Pakistani society through ads is another example of hegemony from the cultural point of view.  Mobile phones technology, internet, laptops etc are also the common examples of hegemony.
DOMINANT GROUP Under developing countries MEDIA SYSTEM Hegemony System
EXAMPLES  Policemen are always right  It is important to wear fashionable clothes  Men are better drivers than women  A credit card is a desirable status symbol
REFERENCES  Baran,S.J., Davis,D.K.(2010) Mass communication theory:foundations,ferment and future. United States of America: Michael Rosenberg  Communication Theories- Perspectives, Processes and Contexts by Katherine Miller  International communication- Continuity and change by Daya Kishan Thussu  Hajazi,M.A., Iftikhar,A.(2006). Mass communication:Skills, uses and issues. Lahore: A-ONE Publishers