Music Uses and Gratifications Among Youth

This study identified the uses and gratifications of music genres and communication needs among young adults. An online survey of young adults in the College of Liberal Arts at Rochester Institute of Technology was conducted. Seven communication factors were found to correlate with listening to 21 different music genres. A sense of identity was significantly related to alternative, indie, jazz, and new age music. Behavior was related to dance, easy listening, hip hop/rap, new age, pop, and world music. Interaction with others was related to easy listening and pop music. Knowledge was related to alternative, dance, easy listening, hip hop/rap, pop, and rhythm and blues. Needs was related to classical, electronic, Asian pop, pop, and world music. Negative moods management was related to alternative, Asian pop, rhythm and blues, and world music while positive moods management was related to alternative, electronic, indie, Asian pop, rhythm and blues, and world music

Uses and Gratifications : Twitter Tetap Menjadi Primadona

This research discusses the social media Twitter, which is the first platform to search for the latest information or news. This is backed up by the large amount of news or information circulating on online news portals, often sourced from the social media Twitter. The purpose of this literature review is to see how Twitter was chosen by social media users as a place to fulfill their information needs. The scope of this research is in the mass media communication circle using Uses & Gratifications Theory (UGT) to explain why users choose their media to complement their needs. This study uses an in-depth interview exploratory description method. Data collection from journals or previous research is carried out based on the context and cases where the data and information are needed in this study. In addition, this study uses an exploratory description method of in-depth interviews with four respondents who use social media Twitter. Questions are given in a structured manner. The result of this research is that there is a new motivation for people to use Twitter. &nbsp

A Uses and Gratifications Approach to Hulu

The purpose of this study was to identify the motivations that lead someone to watching Hulu as well as whether or not Hulu users are heavy viewers of traditional television. Social networking’s importance in the context of Hulu was also examined. Students (N=88) completed a motivations scale adapted from Weaver (2001) including motivations for watching online video. Students also answered questions regarding television and online video viewing habits and whether or not they used social networking to seek out information about television shows. The findings revealed four basic motivations: entertainment, purposive, companionship/diversion and informational. Further, the data show that Hulu users do not watch more traditional television than non- Hulu users or the average 18-24 year old. In addition, social networking sites tend to not be a place where television is heavily discussed. Some of the implications of these findings are discussed

Uses and Gratifications : Twitter Tetap Menjadi Primadona

This research discusses the social media Twitter, which is the first platform to search for the latest information or news. This is backed up by the large amount of news or information circulating on online news portals, often sourced from the social media Twitter. The purpose of this literature review is to see how Twitter was chosen by social media users as a place to fulfill their information needs. The scope of this research is in the mass media communication circle using Uses & Gratifications Theory (UGT) to explain why users choose their media to complement their needs. This study uses an in-depth interview exploratory description method. Data collection from journals or previous research is carried out based on the context and cases where the data and information are needed in this study. In addition, this study uses an exploratory description method of in-depth interviews with four respondents who use social media Twitter. Questions are given in a structured manner. The result of this research is that there is a new motivation for people to use Twitter. &nbsp

Uses and Gratifications within AMC’s Mad Men

The Uses and Gratifications theory is used all throughout the field of communications and media studies. In this case, I breakdown the structure of AMC TV\u27s Mad Men and analyze the ways in which they capture their audience and encourage engagement outside of watching the show itself

Study on the Continuance Usage of Mobile Health Management Application based on Uses and Gratifications Theory

In order to examine the influence effect of uses and gratifications of mobile health services. A research model was developed to study the influence of users’ utility gratification, hedonic gratification and social gratification from the perspective of Uses and Gratifications theory. SPSS and Smart PLS were employed to verify the research hypotheses using the empirical data collected via survey questionnaires. Research results show that utility gratification, hedonic gratification and social gratification all exert significant and positive effects on users’ continuance usage intention. Especially, gratification of health management, perceived fantasy, social image play important roles in users’ uses and gratifications. Providers of Mobile health management application should design and take personalized operating strategies and marketing strategies according to different needs

Balanced entertainment: motivations behind watching cable news

[EMBARGOED UNTIL 6/1/2023] Cable news networks have a peculiar dynamic with their audiences compared to other television news mediums, as their privatized, highly competitive nature means they are especially dependent on attracting audiences and catering to viewer whims to maintain ratings. The nature of this dynamic has made it fertile ground for studies that examine it through a Uses and Gratifications Theory lens. Prior scholarly perspectives have focused largely on the partisan, ideological ways that cable news networks have catered to audiences, such as by decrying bias in competing networks or making vocal, performative gestures of their professed ideology. The Fox News Network is the most visible representation of this pattern of behavior, having over the decades cultivated a loyal, predominantly conservative audience, and a sizable amount of research on cable news networks has focused on Fox News and its audiences. This study sought to examine both Fox News and other cable news networks using Uses and Gratifications Theory, surveying cable news network audiences to get a sense of what uses and gratifications they tended to value and what areas they felt both their network of choice and other networks could improve in, so as to get a sense of what non-partisan factors may be serving as potential uses and gratifications for American cable news network viewers. The results of this study were mixed, and overall seemed to suggest that the independent variable that was aspects of one's personal identity and background such as age and political self-identity had a stronger influence on the dependent variable that was what uses and gratifications one prioritized instead of cable news network affiliation, which is true to the spirit of uses and gratifications theory.Includes bibliographical references

“WHAT’S HAPPENING” @TWITTER: A USES AND GRATIFICATIONS APPROACH

The uses and gratifications approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects. However, while the uses and gratifications approach has been applied regularly to traditional media, research explaining why people use new social media networks as well as the gratifications they obtain from them is scarce at best. This thesis provides a comprehensive overview of the uses and gratifications approach as well as the current literature about social media networks. An argument is built within the thesis to study Twitter as one social media network through the uses and gratifications theoretical lens. Research questions are provided and a survey of 216 college undergraduates was conducted. Results show that people use a variety of Twitter functions, that the gratifications sought from Twitter are not the gratifications obtained from Twitter, and that people are careful about the types of information they share on the social media network. Additionally, results suggest that Twitter users obtain more gratifications from the passive functions of Twitter rather the active functions in terms of relational maintenance and entertainment. Limitations of the study and suggestions for future directions are also provided