ABSTRACT
The ubiquitous presence of the mass media in the multiple forms that have been created through technological communication distribution and retrieval systems allows for opportunities of unprecedented mass media use. Add in the factor that people use the mass media to satisfy a variety of needs, and a system is created where there is constant and consistent use. Some of this mass media use can become so important for certain issues and information desired through certain mediums that dependencies on the mass media are established. These dependencies can even be strengthened, creating a situation where mass media use on the part of the individual is more likely.
