Sandra Ball-Rokeach

INTRODUCTION

Dependency theory states that the more an individual depends on the media for having his or her needs fulfilled, the more the media will be important to the person. The dependence theory is extended from the theory of Uses and Gratification. Media systems dependency theory is one of the first theories which views gathering of people as a dynamic part in communication process. This theory is developed by Sandra Ball-Rokeach and Melvin Defleur.

History of Theorist

Theorist - Sandra Ball-Rokeach

Professor Sandra Ball-Rokeach was born in Ottawa, Canada on Oct 27th 1941. In 1959, Ball-Rokeach entered San Diego State University where she was triple major in Sociology, English and History. Ball-Rokeach has earned her Ph.D. in sociology from UW (University of Washington). In most of her career she has taken a great interest doing research in mass media. Her major specialization during graduate career was social psychology but her first and most enduring intellectual love was theory.

Ball-Rokeach is well – known Professor of Communication and Sociology in School for Communication and Journalism at the University of Southern California. She is an author and editor of mass communication Books such as Violence and the Media (with R. K. Baker), Theories of Mass Communication (with M. L. DeFleur), The Great American Values Test: Influencing Belief and Behavior through Television (with M. Rokeach & J. W. Grube), Media, Audience and Society (with M. G. Cantor). Her Co-authored theory of media systems dependency theory with Melvin Defluer was developed in 1976. Ball-Rokeach received her doctorate in sociology from the University of Washington. For most of her career, she has been conducting research on the mass