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Author
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Sandra J. Ball-Rokeach
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Year
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2011
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Publisher
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Taylor and Francis Group
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Abstract
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In this article, I compare the assumptions, concepts, andpropositions of media system dependency (MSD) theory anduses andgratifications (U&G) theory at themicrolevel of analysis. The epistemological origins of these theories are situated within the direring social and personal contexts that affected their development. Those MSD assumptions that serve as background to this comparison are specified, and major hypotheses concerning the social ecology of microeffects processes are discussed, particularly as they pertain to public opinion concerns. Following this elaboration of MSD theory, basic direrences bemeen MSD and U&C conceptions of the audience, interperso~l networks, the media system, and the nature of media power are dressed. I conclude with a brief comment on the implications of the Internet for
theorizing micro media efects