how media system works

1. MEDIA SYSTEM THEORIES

2. 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

3. Dependency Theory

4.  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

5. 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.”

6.  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

7. 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”.

8. 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.

9. 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

10. 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.

11.  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.

12. HEGEMONY
THEORY

13. “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.

14. 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

15. 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.

16. 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

17. 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.

18. DOMINANT GROUP
Under developing
countries
MEDIA SYSTEM
Hegemony
System

19. 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

20. 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