Powerpoint MDIA5003
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MEDIA DEPENDENCIES
IN A
CHANGING MEDIA
ENVIRONMENT
Tam NGUYEN
z3398485
-
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60+ percent of patients nowadays consult
the internet.
From January through June 2009, 51
percent of American adults aged 18-64
had used the Internet to look up health
information during the past 12 months.
http://www.youtube.com/watch?v=2gWdq
P4nD6k&feature=related
The main purposes:
80% of those looking for health information
use the internet to look up a specific
disease or medical problem.
50% have looked for information on a
particular treatment, drug or
procedure
7% look for info on life-ending decisions
24% have read someone’s commentary, blog
or other account of a personal health
experience.
16% surfers consult ratings or rankings of
doctors and or hospitals.
Media dependencies in a
changing media environment:
-
Media system dependency:
Originally proposed by Sandra BallRokeach and Melvin DeFleur (1976).
- This theory was “used to investigate
people’s dependency on mass media to
satisfy clusters of needs arising from social
roles to individual dispositions”.
Three types of “dependencyengendering” information resources
Information gathering and creating
Information processing
Information dissemination
In the crisis communications,
Media has a tendency to shape and form
the “reality” of the public during and after
the crisis situation.
The public’s dependency relationship with
media in crisis situation is more intense
than in non-crisis situations.
The case of the 2003 SARS epidemic
in China
In spring 2003, SARS first broke out in
China’s southern Guangdong province and
then spread to Beijing.
Government officials banned the release of
SARS-related stories from mid-Feb to
March because they want to:
- Quell public panic
- Maintain order in the southern province of
Guangdong.
- Keep attracting foreign investment.
- Promote economic development.
http://www.guardian.co.uk/society/2003/apr/21/china.sars
Chinese citizen’s response:
SMS & the internet: Communication tools &
alternative sources:
In late January, rumors about a fatal flu
quickly spread by word-of-mouth & SMS.
On 8 Feb 2003:
- 40 million SMS messages were sent.
On 9 Feb 2003:
- 41 million SMS messages were sent.
On 10 Feb 2003:
- 45 million SMS messages were sent
SMS in combination with informal networks
of communication (email, chat-rooms, forums,
bulletin board systems) and foreign media
constitute a credible source for most
people.
During the crisis, people received news about
SARS from:
- Others (56.7%)
- Talking to others (such as on the phone) (19.4%)
- The internet (14.2%)
More than a month after the government’s “full
disclosure” policy on SARS information, all kinds
of information were finally available from all
media sources.
References:
Lyu, J. C. (2012). How young Chinese depend on the media
during public health crises? A comparative perspective.
SciVerse ScienceDirect Journals doi:
10.1016/j.pubrev.2012.07.006
Tai, Z., & Sun, T. (2007). Media dependencies in a changing
media environment: the case of the 2003 SARS epidemic in
China. New Media & Society, 9(6), 987-1009. doi:
10.1177/1461444807082691
Ball Rokeach, S.J and M.L. DeFleur (1976). A dependency
Model of Mass-media Effects. Communication research, 3(1),
3-21
Lee, C. S. (2011). Exploring emotional expressions on
YouTube through the lens of media system dependency
theory. New Media & Society, 14(3), 457-475.