검색어: instrumentalities (영어 - 타갈로그어)

instrumentalities
key

scholars (ball-rokeach & defleur, 1976; rubin & windahl, 1986) propose that dependency on a media develops from three relationships: 1) the relationship between the society and media which explains that media access and availability are regarded as important qualifications to an individual's perception with media. 2) the relationship between the media and audience which is regarded as the key variable in the theory since it explains how people would use a mass medium. 3) the relationship between the society and audience wherein societies affect the audience's needs and motives for media use. in general, rubin and windahl (1986) says that: "the more readily available, the 26 greater the perceived instrumentality, and the more socially and culturally acceptable the use of a medium is, the more probable that media use will be regarded as the most appropriate functional alternative."
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