Media Dependency Theory proposes that the extent to which individuals rely on media influences how significant and powerful media becomes in their lives. The more a person depends on media to meet their needs, whether for information, entertainment, social connection, or guidance, the greater the impact media has on shaping their perceptions, attitudes, and behaviors.
In other words, people who find media essential for understanding the world or making decisions develop stronger attachments to it. This dependency increases especially in times of uncertainty or crisis, when other sources of information or support might be limited.
The theory highlights a dynamic relationship where media not only serves the audience’s needs but also gains influence based on how critical it is to fulfilling those needs.