手法を比較

	Media System Dependency Analysis	Uses and Gratifications Survey
分野	Communication	Communication
系統	Process / pipeline	Process / pipeline
提唱年	1976	1973
提唱者	Sandra Ball-Rokeach & Melvin DeFleur	Elihu Katz, Jay Blumler & Michael Gurevitch
種類	Survey approach to audience reliance on media to meet goals	Audience-centered survey approach to media motivations and rewards
原典	Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Communication Research, 3(1), 3–21.	Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.
別名	Media dependency analysis, MSD analysis, Dependency theory measurement, Medya Bağımlılığı Analizi	U&G survey, Gratifications sought and obtained survey, Media gratifications measurement, Kullanımlar ve Doyumlar Anketi
関連	4	4
概要	Media system dependency analysis operationalizes Ball-Rokeach and DeFleur's 1976 theory that media effects are strongest when individuals depend heavily on the media system to attain personal goals — understanding their world, orienting their actions, and finding diversion. The method surveys the intensity of these dependency relations and relates them to cognitive, affective, and behavioral effects of media.	The uses and gratifications survey is the dominant audience-centered method in communication research, asking not what media do to people but what people do with media. Codified by Katz, Blumler, and Gurevitch in 1973, it treats audiences as active agents who select media to satisfy social and psychological needs, and it measures those motives and the rewards obtained through structured self-report scales.