Dependency Theory and the INTERTWINE
The Dependency Theory says the more a person becomes dependent on the media to fulfill his needs, the media will become more important to that individual. The media will also have much influence and power over that individual. If someone is so dependent on the media for information, and the media is that individual’s ONLY source of information, (entertainment, means of/for relaxation, etc.), then it is easy to SET the AGENDA. The individual falls victim to the Agenda Setting(Media Addiction). (Three theories intertwine here. These are, Agenda Setting, Uses and Gratification and Media dependency Theories. Sandra Ball – Keach and Melvin Defleur, 1976).
The Media Dependency Theory merged out of the communication discipline. The Uses and Gratification Theory identifies how people use and become dependent on the media. Some reasons people depend or rely on the media are for information, entertainment, parasocial relationships, physiological, psychological, etc. Unfortunately, dependence on the media to satisfy these needs lead to SMA, Social Media Addiction.
On a personal basis, I depend on the media (a particular radio program daily) to gratify my health, psychological, marital, educational, needs, just to mention a few. As per my health needs, it began one Friday evening when I was beside my radio set listening to music to ENTERTAIN me. I had to tune in to another station since the one I was listening to had veered to another class of music which I didn’t enjoy. Whilst tuning, I heard “…kidney problems…” I paused to listen some more, not to mean I was a victim of kidney problems. The man continued to say that, “…until Ghanaians stopped eating chunks of meat, they will not be free from kidney and lung diseases.” I got more interested, listened some more and before I realized, he said “Nyame ye yen adom a,ye be toaso Edwoada”. It was then I realized I had been lost in the program. On a Monday the next week, I found myself ready to listen to the program ten minutes earlier. After the third time of listening to it, I had become so health conscious unconsciously as regards the food I eat, when, where, etc. Till date, I depend on the particular radio program and host for updates on food and health related issues. On days that I miss the program, I find myself calling the host for updates. If he is not able to GRATIFY my needs, I go after the presenter since he is within my reach either on phone or on interpersonal basis.
On another note, I depend on the media (radio again) for education on emotional, marital issues. I have become so addicted that on nights that the program is held, I’m not able to sleep until it begins and ends. The program has over the past eight years prepared me emotionally and psychologically for marriage and its requirements or expectations. Due to this exposure, I have become mentally, emotionally, sociologically, etc prepared for marriage and can’t afford to miss the subsequent RELATIONSHIP and MARRIAGE lectures on that station.