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(2002) This theory focuses on the consumer instead of a message. The consumer is responsible for choosing a specific media to meet their specific needs. An extension of this theory is the Dependency Theory. Sandra Ball-Rokeach and Melvin DeFleur proposed this theory. (1976) They propose a relationship among audiences, media, and the larger social system. “Consistent with uses-and-gratifications theory, this theory predicts that you depend on media information to meet certain needs and achieve certain goals.” (Littlejohn pg. 325) There are two factors that seem to determine how dependent the audience member becomes on the media...
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