Cours7

• Uses and gratifications (U&G) framework


  Originated in 1940s, aims to explore media uptake across a range of technological advances, focuses on the effects of media intake, use of media, and motivations for differing media usage, explores the whys of choosing a particular media and of specific features within that media
• The Uses and Gratifications theory is a communications theory that seeks to understand why and how people actively seek out specific media to satisfy specific needs. Unlike earlier theories that viewed audiences as passive recipients of media messages, the Uses and Gratifications approach posits that audiences are active participants who select media content based on their individual needs and goals.
• Papers on U&G framework

  • Quan-Haase & Young (2010) - Facebook and IM (instant messaging) friend suggestions as a motivational factor for Facebook use, the belief that "everyone is on Facebook", social relationship maintenance
  • Dunne, Lawlor & Rowley (2010) - SNS (social networking services) - Bebo users use SNS to communicate/talk, establish new relationships, to get rid of boredom and to escape
  • Johnson & Yang (2009) - Twitter - Social motivators (e.g., entertainment, relaxation, and communication), Informational motivators (e.g., meet new people, receive and offer advice and share information)
• U&G framework


  • Positive framework, user is active in their choices and use of media (vs passively absorbing social media)
  • Users are goal-driven and fulfill individual needs (dependent on psychological and sociological factors), media use is only maintained if individuals' needs can be gratified
  • Choice of media is purposeful
• U&G methodology


  Broad and flexible, can be tailored to the needs of a researcher, use of self-report scales (there are exceptions)
• U&G methodology - example

  • Rubin (1983) - Relaxation, Companionship, Habit, Pass time, Entertainment, Social interaction, Information, Arousal, Escape
• The Uses and Gratifications approach posits that audiences are not passive consumers of media; rather, they actively select media sources and content to fulfill various psychological and social needs.
• Can we view phone use (e.g., social media apps) through the lens of U&G framework? Check fa_sample_U&G.R
• U&G framework


  Can be approached narrowly, Gratifications sought vs gratifications obtained (focus on the relationship/balance between sought and obtained), Subjective norm - based on the theory of planned behavior
• Theory of planned behavior


  Theory used to explain and predict human behavior intentions. The behavior is determined by the individual's intentions to perform it. These intentions are influenced by three factors: attitude towards the behavior, subjective norms, and perceived behavioral control.
• Attitude towards the behavior


  Refers to the individual's perception of the value and usefulness of the behavior.
• Subjective norms


  Refer to the social pressures perceived by the individual regarding whether or not to perform a certain behavior.
• Perceived behavioral control


  Refers to the individual's perception of their ability to perform a certain behavior, taking into account external and internal factors that may influence that behavior.
• These three factors determine the individual's intention to perform a certain behavior, and this intention, in turn, can predict actual behavior.
• The intention to recycle

  • Attitude towards the behavior: The individual perceives that recycling is important for protecting the environment and believes that they should recycle.
  • Subjective norms: The individual is influenced by social norms and what those around them believe. In this case, the individual may be influenced by family, friends, or the local community who promote recycling, and they may feel pressure or expectations to recycle.
  • Perceived behavioral control: The individual believes that they have access to a system for collecting recyclable waste and has the knowledge and means to properly sort and dispose of the waste.
• Based on these three factors, the individual develops an intention to recycle. This intention can be a predictor of actual recycling behavior. If the individual has a positive attitude towards recycling behavior, is positively influenced by social norms, and has access to the necessary means to recycle, they are more likely to actually recycle waste.
• Different scopes and focus of U&G research: U&G of social media as a whole, types of social media behaviors, U&G of types of social media, U&G of specific social media platforms vs features within such platforms.
• U&G = social media => fulfill social needs


  The need to belong and maintain fulfilling relationships (Maslow, 1954), social media allows us to "keep in touch" with our pre-existing (and predominantly offline) social network
• Examples of U&G of social media

  • Social information - unique to Facebook use, motivation associated with being "in the know" and being socially involved, opportunities to extend our network, improved practicalities for communication, convenience utility, collection and connection, directory - practical uses, such as finding details of a particular individual, efficient communication, convenient communication
• Personality


  A consistent typology of how we react to our environment, it gives us insight into one's social preferences, related to psychological and cognitive sciences
• Personality influences our personal needs, which then impacts upon the U&G we seek to gratify through social media
• Personality and U&G framework

  • Extraversion - related to the total number of uploaded photos and total number of cover photos, which is a consequence of gratifying self-presentational and communication needs given their exhibitionist nature
  • Neuroticism was found to be positively associated with general self-disclosures, emotional disclosures, and the expression of actual-, hidden-, and ideal-self aspects on Facebook
• Must read: Stachl et al. (2020) - Predicting personality from patterns of behavior collected with smartphones
• exclamation INFORMAL•BRITISH exclamation: dur; exclamation: der used to comment on a foolish or stupid action, especially someone else's.
• Extraversion, Openness, and Emotional Stability?