Why people use social media: a uses and gratification approach.

1. Why people use social
media:
a uses and gratifications
approach
2016
Regina Liepa
14054205
ICM-1D

2. 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

3. 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?

4. As statistics shows us:

5. 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.

6. 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:

7. 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.

8. 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.

9. Entertainment

10. Social Interaction

11. Information Seeking

12. THANK
YOU!