Scholars Melvin de Fleur and Sandra Ball-Rokeztch gave which of the following theory ?

Correct option is B

The Media System Dependency (MSD) Theory was proposed by Melvin DeFleur and Sandra Ball-Rokeach in 1976. This theory explains how individuals and society depend on media to fulfill various needs, particularly in times of uncertainty or crisis. The theory suggests that the extent of dependence on media varies depending on social conditions, individual needs, and media availability.

Key aspects of the Media System Dependency Theory include:

1. Three-Way Interaction: The theory identifies a dynamic relationship between media, audience, and society.
2. Greater Dependence in Crisis: During major events such as wars, economic downturns, or pandemics, people rely more on media for information.
3. High Media Influence: If people heavily depend on media for understanding the world, forming opinions, or making decisions, the media can shape perceptions and beliefs.

The theory is particularly relevant in the digital era, where people’s reliance on news and social media has increased significantly.

Information Booster:

Here's a brief explanation of the other theories:

• Agenda Setting Theory (Donald Shaw & Maxwell McCombs) – This theory argues that media doesn’t tell people what to think but rather what to think about by highlighting specific topics.
• Development Communication Theory – This theory focuses on how media can be used for social and economic development, especially in developing countries.
• Spiral of Silence Theory (Elisabeth Noelle-Neumann) – This theory suggests that people are less likely to express their opinions if they feel they are in the minority, for fear of social isolation.