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SOCIAL MEDIA GRATIFICATION: A COMPARATIVE STUDY OF MALE AND

FEMALE USER IN WESTBRIDGE INSTITUTE OF TECHNOLOGY INC.

S.Y: 2019 – 2020

A thesis Presented to the Faculty of the Senior High School

Students and Continuing Education in
Westbridge Institute of Technology Incorporated
City of Cabuyao, Laguna

In Partial Fulfillment of the Requirement

For the Practical Research 2 Senior High School
Of Information and Communication Technology

Dagohoy, John A.

Encontro, Ryan Jay M.

Sto. Domingo, John Mar L.

Todio, Joseph E.

Mr. Juan Eduardo Encina

Research Facilitator

October 17. 2019

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Chapter 1

Problem and Background

Introduction

Social media is a worldwide phenomenon in the current century, it is an online tool

created for interaction and content sharing among the user in the community. It created a

new virtual world that is open to the public community. Social media such as Facebook,

Instagram and YouTube are used by the current generation for entertainment, social

activity, posting, and gaming. Through social media, users are experiencing gratification,

it is the pleasurable emotion when they fulfill their social desires such as affiliation,

socializing, social approval and mutual recognition. These factors adapted to social media

very easy and improved mankind’s life by creating an alternative new world. The wide

influence of social media around the world. 2.77 billion people use social media in 2019

and it will increase up to 3.2 billion in 2021 based on the statistics by Clement (2018).

Social media is gender neutral because both men and women have equal access to these

sites, yet gender differences exist. The user of these social media acts according to

traditional gender roles, women are more likely to use social media sites because women

are more social than men according to Vermeren (2015). It helps life become easier for

both genders that’s why the new generation use social media constantly throughout the

day.

This study focuses on measuring the consumption of time on social media between

the male and female users and their common motives for using social media to achieve

gratification in Westbridge Institute of Technology Inc. The purpose of the research is to

know how exposed the male and female in using social media and the relationship

between the consumption of social media and gender differences.

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Scope and Limitation of the Study

This study will focus on social media gratification such as Cognitive, Affective,

Personal Integrative, Social Integrative, and Tension Free Needs. The study will further

obtain information regarding the relationship between gender differences and social media

gratification motives and consumption.

This study is limited since only comparative-survey research will be conducted to random

50 students of Westbridge Institute of Technology Inc. A researcher-made questionnaire

will be administered to the respondent and will be answered by the respondents using the

Likert scale.

Statement of the Problem

This study aims to compare the social media gratification between the male and

female users in Westbridge Institute of Technology Inc.

Specifically, it seeks the answer to the following questions.

1. What is the demographic profile of the respondent?

1.1 Gender

1.2 Age

1.3 Time of Use

1.4 Frequency Use

2. What is the social media gratification needs between male and female users in terms

of:

2.1 Cognitive Needs

2.2 Affective Needs

2.3 Personal Integrative Needs

2.4 Social Integrative Needs

2.5 Tension Free Needs

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3. Is there any significant relationship between gender differences and social media

gratification?

Hypothesis

There is no significant relationship between gender differences and social media

gratification.

Theoretical Framework

Social media is an online form of communication that allows users to interact,

communicate, and share or gather information. Platforms such as Facebook, Instagram,

and YouTube are open for public used, which means both genders can use it no matter

how or what they used it. Social media gratification is the result of using these platforms

for socialization and pleasures. The basis for the concept of this study presents the theory

that is relevant and will be the flow of the study

Uses and Gratification Theory is an approach to understand why and how people

seek specific media to satisfy their specific needs. The theory seeks to understand why

people use social media for and how do they use it for. This approach studies the ways

how the public consumes media and identifies the needs and motives behind online media

usage. The gratification of needs is the essential role of media for social media users. The

theory was introduced by Jay Blumber and Eliho Katz in 1974 in their article “The Uses of

Mass Communication: Current Perspective on Gratification Research.” Moreover,

according to this theory, there are five categories of human needs and gratification such

as Cognitive needs, Affective needs, Personal Integrative needs, Social Integrative needs,

Tension-free needs. Cognitive needs refer to using media to acquire knowledge,

information and facts and Affective needs include all kinds of emotions, pleasure, and
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moods of the people, and uses social media to satisfy those emotional needs. While

Personal needs are self-esteem needs, to reassure their status, stabilize, and gain

credibility. Social Integrative needs are for interaction and socializing in society to increase

their social interaction skills. Lastly, Tension needs refer to using social media to escape

from the real world and to relieve from tension and stress that they’re feeling. Those are

the motives why social media are used for, to fulfill their desire and to have satisfaction in

using social media.

Social Role Theory pertains to sex differences and similarities in social behavior.

Sex differences and similarities in behavior reflect gender role beliefs that turn people a

perception of the social roles of men and women in the society they live in. This theory

was created by Alice Eagly and Wendy Wood (1987). According to Eagly and Wood,

gender role varies because male and female behavior and infer that the sexes have a

specific quality. A social role is a set of rights, duties, expectation, norms, and behavior

that a person need to fulfill in their society.

Therefore, the researchers conclude that with these theories social media users

consume media to use it in a specific way to fulfill their gratification needs to have

satisfaction. Even though it is open for everyone, gender differences still exist because

both genders have a different way of how and why they use social media and different

gratification needs.
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Conceptual Framework

INPUT PROCESS OUTPUT

1. What is the

demographic profile of the

respondent?

1.1 Gender

1.2 Age

1.3 Time of Use

1.4 Frequency Use Social Media Gratification:

2. What is the social A Comparative Study of

SURVEY
media gratification needs Male and Female in

between male and female Westbridge Institute of

users in terms of: Technology Inc.

2.1 Cognitive Needs

2.2 Affective Needs

2.3 Personal Integrative

Needs

2.4 Social Integrative

Needs

2.5 Tension Free Needs

3. What is the relationship

of gender differences and

social media gratification?

FEEDBACK

Figure 1. Research Paradigm

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Figure 1: Research Paradigm indicates the profile of the respondents in the

Westbridge Institute of Technology Inc. of the City of Cabuyao, Laguna. This study will

conduct social media gratification and the relationship between gender differences in

social media usage. The researchers will conduct a survey to determine the common

needs in using social media.

In the input, the respondents; demographic profile may have an effect on the social

media gratification and usage and in the process, the researchers will conduct a survey to

know information and for the data gathering and in the output, the researchers will

formulate a proposal to the social media gratification between male and female users.

Significance of the Study

This study will be conducted to examine the gratification needs or motives between

male and female social media users. The researchers intended to provide the

respondents’ knowledge about social media gratification needs. This study seeks to

determine the relationship between male and female social media users in the Westbridge

Institute of Technology Inc. The following will be benefiting to the study:

The Students

This study will be beneficial to the students because they will understand the

common motives or needs in using social media. Moreover, they will be able to know how

exposed they’re in using social media such as Facebook, Instagram, and YouTube. This

study will help them to assess themselves in social media usage.

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The Parents

The parents will be educated about the motives behind social media usage and

the exposedness of their children on a specific platform. Using the gathered information,

the parents may help their children to use social media in the right and useful way.

Moreover, they can also limit their children in using social media if their children use it

excessively.

The Teacher

This study will serve as a guide for the teachers about the possible motives of

social media usage and teach them to limit and use social media in a productive way.

The Future Researcher

This study will contribute for future and further study because it will supplement

them additional information about the motives of using social media in Westbridge Institute

of Technology Inc. for future researchers

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Definition of Terms

To understand better the study, conceptual and operational definition of important

terms are provided below:

Excessive. It refers to uncontrolled, immoderate, or irregular use

Facebook. A social media platform that allows users to create a profile, upload photos,

and videos, communicate, etc.

Gratification. Refers to pleasure gained from satisfaction

Information. This refers to the facts or truths received from someone

Instagram. It refers to an online photo-sharing service that allows users to upload and

share their pictures.

Online. It refers to the device that is connected or use internet

Social Media. It is defined that an online application or online communication channel

used for interaction, content sharing, gathering information, entertainment, and personal

use.

YouTube. This refers to a social media platform that allows the users to upload, download

and watch videos for entertainment used.

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Chapter 2

THE REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Studies

Advances in technology create social media networks such as Facebook,

Instagram, and YouTube to change the way to fulfill the satisfaction of the user. Based on

the international study of Kristen Herhold (2018), 86% of respondents’ populations use

social media at least once per day while 72% of them use it multiple times per day. The

most commonly used platforms of social media are Facebook with the percentage use of

82% while 75% of the respondents use YouTube and 53% uses Instagram at least once

per week. Based on the survey, gender difference exists because 75% of females use

social media multiple times per day compared to 64% of social media usage of males per

day. According to the study of Alex Hillsberg (2014), that is aligned in gender differences

in social media consumption. He concludes that there are more women in top social sites

like Facebook, Twitter, Tumblr, Instagram, and Pinterest. Women consume social media

daily for 30% online United States women check their social media several times than

26% of males. Women also interact with the brand more than men with a percentage of

55% compared to 36% for males. The 58% of social media users are women. In Facebook

use, 76% of women consume Facebook and 66% of men use it. While Instagram used

are 20% of women and 15% of men. The author proves that there is a gender difference

in social media consumption and gratification.

Moreover, based on Olivia Valentine (2018), the common motives why users

consume media are: To stay in touch what their friends are doing, to be updated on news

and events happening in society, to fill up spare time, to find entertaining content and get
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satisfied, general networking with other people, because their friends use social media, to

share videos and pictures, to share an opinion about specific social issues, to find and buy

products online, and to build a relationship or meet new people online. These are the

reasons why users consume specific media to satisfy their specific needs. In addition,

according to the study of Gwena et al. (2018) motives behind Facebook usage are they

need to meet new people online to find like-minded people with similar interests living in

the same are to become online friends. They tend to share and seek information on social

media, they seek information that is related to their academic studies. They also consume

media because they need to stay connected with their social contacts especially the close

people who would not be physically present. People use social media to satisfy a various

need, specifically the need for entertainment, social media allow the users to upload, view,

and download music, videos, and also movies.

In addition, according to the study of Amanda Kearney (2018), there are 5 factors

or gratification obtained from social media usage. Attention seeking, Escape,

Entertainment, Archiving Time, and Communication. Attention seeking means posting

selfies to get compliments and to be noticed by people online. Escape refers to using

social media to forget about things happening in real life. Entertainment signifies spending

time on social media to have or find fun. Archiving Time means using social media to have

an online diary, they record it to reminisce the location they’ve been to. Communication

means using it as a communicative tool to reach out to family, friends, and strangers to

have social interaction with them.

According to the study of Bui (2014), Social Media On-A-Stick: A uses and

gratification approach toward helping mobile food vendors engage consumers on

Instagram. The main gratification need in Instagram usage is Cognitive needs because

they find out new information whenever they use Instagram. Followed by Affective needs
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for pleasure and to satisfy emotional needs. While Social Integrative needs to connect

with others, Tension needs to be inspired and relive stress. But no one uses Instagram to

satisfy their Personal Integrative needs. Based on the study of Quan – Haase and Young

(2010), Uses and Gratifications of Social Media: A Comparison of Facebook and Instant

Messaging, social networking sites such as Facebook and Twitter satisfy the tension

needs, affective needs, and personal integrative needs the most. Respondents consume

media primarily to be entertained, to be relaxed, to express their emotion or concern to

their friends online, and for fashion. The least gratified needs are cognitive and social

integrative needs because few of the respondents only use social media for social

connectivity and to gain social information.

Furthermore, Uses and Gratification Theory is used in some studies to know the

motives behind social media satisfaction. Based on Why People Uses Social Media: A

Uses and Gratification Approach by Anita Whiting and David William (2013), there are

social media gratification themes. The authors concluded that the themes are: Social

Interaction because users consume social media to interact and socialize with other users.

Information seeking, to be updated on events and find information for a specific use. Pass

Time, to kill time and when they are bored and want to do something. For entertainment

purposes because they consume social media to play games, listen to music and watch

entertaining videos online. Relaxation because whenever they are in social media, it helps

them to escape from the problem and stress in the real world. To express their opinions,

they consume social media to express their thoughts and opinions by posting, commenting

and sharing about the specific topic or issues. Communicatory Utility, social media gave

them topics or ideas that they talk about with their friends. Convenience Utility, they use

social media because it is convenient, handy, and accessible anytime and anywhere.

Information sharing to post updates and share pictures of themselves to inform their

friends and relatives online. Lastly, Surveillance to spy on people and know about stuff
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about them using social media. These are the themes of social media use based on their

study.

Foreign Literature

Social media is a current phenomenon in the current generation, Daniel Nations

(2019), defined social media as web-based communication tools that enable people to

interact with each other by sharing and consuming information. It features personal user

accounts, profile pages, friends, followers, and groups, a news feed, personalization

notification, information updates, saving or posting, etc. It is open for both genders yet

there are gender differences in social media usage. Based on the article by Atanasova

(2016), men are more likely to use social media to seek information, while women use it

to connect with people that they know online. Men who create social media accounts use

it to look and form a new relationship while the women use it to sustain and preserve

existing ones with others. Clearly, men and women use social media differently. They also

use different forms of social media platforms. According to the author of the article “How

Men and Women Use Social media” by Helen Storms of Odyssey (2017), men are more

likely to use social media to search for new information and start a new relationship. On

the other side, women consume social media to keeping up or be updated and connect

with the people they know. In the form of social media, platforms that have more visuals

like Facebook, Pinterest, and Instagram draw more attention to the female user while men

prefer text form of social media like Reddit and Digg. In addition, according to the article

of April Gibson of Thornleyfallis (2014), besides using social media to connect with others,

women also use it to share personal stories while men are looking for content and use

social media as a means of gathering information. Women use social media more often

than men. Based on the article of Quicksprout entitled “Who Is More Active on Social

Media? Men or Women?” (2019), they analyze that 72% of men are internet users
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compared to 76% of women. Women use social media platforms like Facebook and

Instagram. There is 76% of women and 66% of men consume Facebook. On Instagram,

women have 20% of Instagram users compared to 15% of men. While men use YouTube

more often than women with 54% of men users while 46% for the female user.

Local Studies

Studies in the Philippines shows that social media is a modern phenomenon.

According to the study of Amabao (2011), students use social media to gain information

to be aware of the things currently happening in the country. They also consume media to

be updated to the things happening with their friends and relatives. Social media can be

used to meet new friends or build a relationship, and also to know the latest fashion news

and trends. She also added that the consumer uses social media for leisure or

entertainment. The user looks for fun and plays games online in a way of releasing stress.

According to the study of Lisa Garcia (2015), women are using social media more

or less equal frequency and on equal terms with men 42% of women and 48% of men use

a computer to access social media and 59% of women and 48% of men consume social

media using their smartphones. More women than men used the internet and women

believe that social media is valuable in emotional support and positive source of

information for their educational activities. They use social media to contact their friends

and relatives abroad, as a source of information, expressing their opinion on the relevant

issues in their community, and looking for a new job.

Moreover, based on the study of Branzuela et al. (2019) students in Iligan City

National High School Senior High Department uses social media primarily for

entertainment purposes to be relaxed or to release stress because of the school activities.

In addition, they use it to be happy or be entertained at times they get tired or exhausted

from having a lot of school activities. They also consume media for social connectivity to
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easily communicate their classmates and friends to ask something. Lastly, they use social

media for information gaining because it is convenient in getting information about their

lessons, and homework. It helps them to collect information about certain topics to

understand it more.

Furthermore, according on the result of the study of Morallo (2014), students

devote their time to use social media and the main purposes of social media usage are to

be connected with their peers or friends. Followed by for educational or academic

purposes, find employment, to stay in touch with their family or relatives, for entertainment,

and lastly for past time. His study shows that students consume media to stay in touch

and to receive an announcement about a specific event. It also shows that social media

is a good communication tool and improves the student’s social interaction skill. He

conclude that female that are 16-19 years old have access or use social media more and

they use for three times a week for leisure time or non-academic purposes or

entertainment activities and for communicating with their friends.

Lastly, based on the result of the study of Santiago and Viray (2014), they found

out that among college students of St. Paul University Quezon City the most uses and

gratification need are cognitive needs. The cognitive needs are the most gratified needs

because they primarily use social media to seek and gain information. The personal

integrative needs comes second to boost their self-esteem using social media status.

Third are affective needs to deal or to satisfy emotional desires. Fourth are social

integrative needs because they access social media to interact socially in virtual world to

build relationship online. Lastly, tension release or escape needs is the least gratified

needs because users often use social media for entertainment or releasing stress

purposes.
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Local Literature

Social media in this current technology gave so much to Filipino people. Based on

the article Look Upgrade (2018), social media is a way of communication that users can

use or access using internet technology. It has many influences in Filipino that’s why they

consume social media applications almost every day. It helps the users to help people find

information, seek recent news, online communication, and advertising or marketing. Social

media enhance the user’s communication skills and social connection. They can make

new friends or build a relationship, exchange ideas, and develop new things through social

media.

Moreover, according to the article of Cabico of Philstar (2018), young and women

are the common use of social media and internet in the Philippines. Their study shows

that women users are more than men in terms of internet usage. They found out that 42%

of women use the internet while 40% of men consume the internet. She noted that internet

or social media use has been higher among female users since September 2015. Social

media is so popular in the Philippines that based on the article of Gonzales (2019), the

Filipino users have an average time spent of 9 hours and 29 minutes daily last year to 10

hours and 2 minutes this year, the highest time used in social media in the world. In

addition, based on the article of Osorio (2019), the motivation behind social media use is

primarily for entertainment purposes and for keeping up with family members and friends.

They use it to watch videos on YouTube and play video games. They also use social

media as an avenue for finding new friends, keeping up to date with personalities, and

searching for potential partners.

Furthermore, according on the article of GMA News Online “Pinoys lead the world

in social media engagement,” with some 11 million Filipinos living overseas, Filipino uses

social media in a way of communication to contact or communicate with their friends and
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family. They lead the world in amount of time spent in social media with 53 hours of

socializing within a week and 11 hours more than the global average of 42 hours. The

main reason why social media is a trend in Philippines because it satisfy the needs of the

Filipinos. It helps them to stay in touch with their friend and family, meet new people online,

have fun, share new experience, and keep company. It also show that social media is

absolutely necessary in the life of Filipinos because it deals with their core human needs

such as Relationship, Diversion, Progression, Recognition, and Learning.

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Chapter 3

Methodology

Research Design

This study will employ the comparative method in gathering data to determine the

social media gratification needs of Senior High School students of Westbridge Institute of

Technology Inc. The researchers will use the researchers made a survey questionnaire to

determine and measure the social media gratification needs between the male and

female.

Description of the Respondents

The participants of this study are male and female students of Westbridge Institute

of Technology Inc. The researchers will distribute and conduct a survey in Westbridge

Institute of Technology Inc. wherein 25 male and female respondents are randomly

selected using a random sampling technique to answer the survey. The researchers will

select 50 of its members compromising % of their total number of 50.

Table 3.1

Distribution of Respondents According to Gender

Gender Sample Percentage

Male 25 50%
Female 25 50%
Total 50 100%
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Table 3.1 shows the distribution of respondents according to gender with a total of

50 respondents. The 25 of the respondents are the number of males which is 50% of the

total number while 25 of the respondents are categorized as the number of females which

is 50%.

Table 3.2

Distribution of Respondents According to Age

Age Sample Percentage

16-17 45 95%
18-19 5 5%
Total 50 100%

Table 3.2 shows the distribution of respondents according to age with a total of 50

respondents. The 45 respondents are categorized as the number of 16-17 years old which

is 95% of the total number while 5 of the respondents are 18-19 years old which is 5%.

Population and Sampling Procedure

In this study, the researchers will use a random sampling technique in randomly

selecting the respondents that will be part of the study. The random sampling technique

is a process wherein each member of the population has an equal chance to be selected

as a respondent. The target population is Senior High School Students of Westbridge

Institute of Technology Inc. Through the random sampling technique, the researchers will

conduct the study to male and female respondents with the age of 16 - 17 and 18 – 19

years old.
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Instruments and its Validation

According to Biddix (2009), Instrument is a measurement device such as (survey,

test, questionnaire, etc.) that researchers use. The instrument that the researchers will

use is the survey questionnaire which will determine the social media gratification needs

between the male and female respondents. The survey questionnaire will be validated by

three teachers. The gratification needs will be rated using the 4 – point Likert Scale with

the following description.

3.26 – 4.00 Highly Positive

2.51 – 3.25 Positive

1.76 – 2.50 Negative

1.00 – 1.75 Highly Negative

Data Gathering and Procedure

The researchers will conduct the study at Westbridge Institute of Technology Inc.

and randomly choose 25 male and 25 female respondents.

The researchers made a review of related literature and studies from research

materials such as thesis, articles, journals, etc.

The researchers will conduct a comparative study between male and female

students of Westbridge Institute of Technology Inc. using a researcher-made a survey

questionnaire. The respondents will be given enough time to answer the survey. After data

gathering, the researchers will record, tally, and analyze the data.
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Statistical Treatment

To determine the social media gratification needs between the male and female

respondents, the method that researchers will use in gathering, analyzing, and interpreting

the gathered result is Chi–Square Value. The formula for finding the Chi–Square value is:

𝑋 2 = ∑[ ( 𝑓𝑜−𝑓𝑒 ) ]2
𝑓𝑒

Where: 𝑥 2 – means chi – square value

∑ - means of summation symbol

fo – means observed frequency

fe – means expected frequency

The researchers will use the following formula to find out the rate of the answer of

the respondents in the given survey questionnaire. The answer in the formula will be

compared to each other and then the researchers will conclude the data.