INVESTIGATING ASSUMPTIONS OF MEDIA DEPENDENCY RESEARCH

Abstract

Several recent research efforts have focused on the notion that media dependencies act as causal mechanisms in affecting individuals' information needs and uses of the mass media. The present study examines two separate research positions; one of newspaper and television dependencies acting as latent variables in a causal manner, and the other of primary reliance upon a given medium acting as a contingent condition under which to examine media use. Maximum likelihood estimates of measurement models related to the two propositions are formulated and tested for adequate fit to media use behaviors. Results are interpreted as indicating greater support for analysis of media use behaviors contingent upon medium of primary reliance.