1. Media Dependency
Theory
David K. Berlo
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5584876128
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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)
3

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)
•
•
7

8. • (Dependency)
• Media Dependency
receiver)
• Media
Dependency Theory
(Receiver) 8

9. Media Dependency Theory
1976 Sandra Ball-Rokeach
and Melvin DeFleur
9

10. Ball-Rokeach & DeFleur (1976)
10

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
14

15. 15