The Internet and Media Dependency: Re-examination of Y2K Crisis Phenomena from Media Ecological Perspective

Abstract

The Internet lies at the heart of new media ecology that has changed the structural relations of traditional media such as print and broadcast. The Internet offers its users a wide range of communication opportunities. For example, content is available 24 hours a day and users can interact with each other, asynchronously or synchronously. The number of Internet users has doubled in each of the last 6 years. Such phenomenal growth may be explained by media system dependency theory (MSD). Media system dependency theory posits that people are increasingly dependent on the media (a) to understand the social world, (b) to act meaningfully and effectively in society, and (c) for fantasy and escape. Furthermore, the degree of audience dependence on media information is the key variable in understanding when and why media messages alter audience beliefs, feelings, or behavior. The Y2K problem can be the prime example of media dependency and how people’s attitudes and beliefs have changed due to Y2K problem. This paper will examine the Y2K problem using media system dependency theory and how people’s relationship to media has altered people’s behavior.