Why people use social media:

a uses and gratifications

approach

2016

Regina Liepa

14054205

ICM-1D

Outline

1. Introduction of study article

2. Study Case :Why people use social media: a uses and gratifications approach (Anita Whiting and David Williams)

3. What this article about

- Main idea

- Purpose

- Findings

1. Personal opinion

2. Oxfam examples of gratification

Why people use the social media in their daily life-style? Why they are spending their time using social

media rather than doing other things?

As statistics shows us:

After reading and generating information from the study written by Anita Whiting and David Williams I came up with that this study seeks to demonstrate the importance of uses and gratifications theory to social media by applying uses and gratifications theory and focuses on why people use particular media. The study case will research and discuss the uses and gratifications that consumer receive from using social media. Moreover, it will provide us a better and more of why

consumers use social media.

1. Social Interaction 2. Information seeking 3. Pass time 4.Entertainment 5. Relaxation 6.Communicatory utility 7.Convenience utility 8. Expression of opinion 9. Information sharing 10.Surveillance/knowledge about others

The study case identified ten uses and gratifications for using social media. The ten

uses and gratifications are:

In my opinion, most of the theories on media explain about the effects media has on people. It is the theory which explains of how people use media for their need and gratification. This theory states what media does to people and not what people do with media. Theorists argue that people's needs influence how they use and respond to a medium. Uses & Gratification can be seen as part of a broader trend amongst media researchers which is more concerned with 'what people do with media', allowing for a variety of responses and interpretations. However, some commentators have argued that gratifications could also be seen as effects, for example thrillers are likely to

generate very similar responses amongst most viewers.

This research demonstrates the importance and usefulness of uses and gratifications theory to social media research. The application of uses and gratifications theory to social media helps explain the many and varied reasons why consumers use and like social media. The findings from the in-depth interviews provide a very rich and comprehensive understanding of why consumers utilize social media. These findings can help businesses to more effectively market to and communicate with its existing and potential

customers.

Entertainment

Social Interaction

Information Seeking

THANK

YOU!