SOCIAL MEDIA THEORIES SHANNON CONNOR, ANNA DUSSING, KATIE KOLLS, RAFAEL REFOJOS LIANO

THE DEPENDENCY THEORY

Image, http://www.notothequo.com/psychological-social-media-what-makes-social-media-so-addictive/(DeFleur, M. and Ball-Rokeach, S., 1976)

SANDRA BALL-ROKEACH & MELVIN DEFLEUR (1976)

Image, http://www.metamorph.org/about/research_team/sandra_ball_rokeach/Sandra Ball-Rokeach, http://annenberg.usc.edu/faculty/communication/sandra-ball-rokeachImage, http://www.bu.edu/comtalk/2012/04/26/communication-research/https://en.wikipedia.org/wiki/Melvin_Defleur

CORE ASSUMPTIONS AND STATEMENTS

It processes an integral relationship among audiences, media and the larger social system.

Predicts that you depend on media information to meet certain needs and achieve certain goals.

You do not depend on all media equally.

Image, http://socialfreshstart.com(DeFleur, M. and Ball-Rokeach, S., 1976)

FACTORS OF INFLUENCE OF MEDIA DEPENDENCE

You will become more dependent on media that meet a number of your needs, rather than some that provide just a few

Social stability when social change and conflict are high, practices are challenges, forcing you to reevaluate and make new choices

At times of conflict your reliance on the media for info will increase.

At times of stability your dependency may go down.

(DeFleur, M. and Ball-Rokeach, S., 1976)

MEDIA AND SOCIETY

Image, http://www.thestaffingstream.com/2012/12/21/leveraging-social-media-to-your-business-advantage/ (DeFleur, M. and Ball-Rokeach, S., 1976)

IMPORTANCESocial Media uses:1. Surveillance2. Social utility3. Escape

Dependency Theory suggests that society has become more reliant on mass communication through social media and less on interpersonal networks for retaining information.

(Ball-Rokeach, S., DeFleur, M 1976)

MacroThe media system as a whole is dependent on other societal systems, such as government.

MicroWhile humans depend on different types of media, there is a different dependency level for each individual one.

(Ball-Rokeach, S. 1985)Image, http://99u.com/articles/6894/micro-vs-macro-using-success-factors-to-manage-your-team

2016 ELECTION

Image, http://cerconebrown.com/the-politics-of-social-media/Trump, D. Twitter, https://twitter.com/realDonaldTrump

Images: http://techcrunch.com/2013/12/16/yahoo-weather-ipad-app

ALTERCASTING THEORY

Image: http://blog.crazyegg.com/2015/02/24/7-paths-persuasion/

DEFINITION

A persuasion tactic that involves forcing people into a particular social role so that they will be inclined to behave according to that role

Altercasting. (2010, July 9). Retrieved February 11, 2016 from https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media,%20Culture%20and%20Society/Altercasting/

Attributed to Eugene Weinstein and Paul Deutschberger 1963

CORE ASSUMPTIONSSocial environments pressure individuals that are a part of it to assume a role. Depending on the role that one assumes, certain behaviors, privileges and limitations are forced upon them. 

When altercasting is used correctly, a persuader chooses that role for another person in hopes that the individual assumes the alter persona.

Weinstein, E.A. and Deutschberger, P. (1963). “Some Dimensions of Altercasting.” Sociometry. 26, 4, 454–466. http://dx.doi.org/10.2307/2786148  

TWO TYPES OF ALTERCASTINGManded: forcing someone into a particular role by telling them who they areExample: You as an advertising major should…

Tact: Putting someone into a role by behaving in such a way that evokes a counter-role from them Example: Supportive vs. Support-seeking

One person acts needy and clingy so that the other automatically acts kind and generous.

Altercasting. (2010, July 9). Retrieved February 11, 2016 from https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media,%20Culture%20and%20Society/Altercasting/

SUBCATEGORIES1. Structural distance. The closer Ego is to Alter, the easier it will be

to influence.

2. Evaluative distance. The more authority Ego has over Alter the easier it will be to influence.

3. Emotional distance. Alter perceives his role as tightly bound to Ego’s emotions, needs and everyday life.

4. Support vs. support seeking. Ego makes himself seem vulnerable or in need so that Alter takes a supportive role.

5. Interdependence vs. Autonomy. Ego implies that Alter is bound to him due to a common interest, fate, belief, etc.

6. Degree of freedom allowed alter. Ego restricts Alter’s responses so that it’s more likely that he will react in the way Ego secretly wants. Weinstein, E.A. and Deutschberger, P. (1963).

“Some Dimensions of Altercasting.” Sociometry. 26, 4, 454–466. http://dx.doi.org/10.2307/2786148

ALTERCASTING AND SOCIAL MEDIA: MANDED

Image: a posting on Facebook.com. Name removed for privacy.

ALTERCASTING AND SOCIAL MEDIA: TACT

Images: https://twitter.com/writeintrump

CITATIONSAltercasting. (2010, July 9). Retrieved February 11, 2016 from https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media,%20Culture%20and%20Society/Altercasting/

DeFleur, M. and Ball-Rokeach, S (1976). “Dependency Theory” [online document]. Retrieved from https://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Dependency%20Theory/

Ball-Rokeach, S. (1985).“The origins of individual media-system dependency: a sociological framework“ [Communication research.] http://crx.sagepub.com/content/12/4/485

Ball-Rokeach, S., DeFleur, M (1976). "A dependency model of mass-media effects” http://crx.sagepub.com/content/3/1/3

Weinstein, E.A. and Deutschberger, P. (1963). “Some Dimensions of Altercasting.” Sociometry. 26, 4, 454–466. http://dx.doi.org/10.2307/2786148