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Uses

and Gratification Of Social Media

Ujjwal Doshi Roll No: 368 Submitted to: Prof. Sunil Communication Theories

In order to know the uses and gratification of Social media let us first define social media

Social Media Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that allow the creation and exchange of user-generated content." Social media is media for social interaction as a super-set beyond social communication. Major parts of social media are Social Networking sites. SNSs are a form of virtual community, with sites such as Twitter, Orkut, Facebook and MySpace attracting millions of users world wide, many of whom have integrated the uses of these sites into their daily routines. These sites are based on the premise of relationship creation and maintenance, either with existing members of a social circle or connecting people with similar or shared interests. Social networks provide a virtual platform where people of similar interests may gather to communicate, share and discuss ideas.

Motives for Usage of Social Media With the introduction of e-mail, instant texting technologies such as MSN, Messenger, Google Talk, and Net Meeting and social networking sites such as facebook, orkut, twitter and linkedin the Internet and other computer-mediated communication technologies seem to ideally fulfill social deficiency needs. Increasingly, the Internet serves interpersonal utility functions such as social bonding, social identity, showing affection, relationship building, social maintenance, and social recognition and also entertainment and information utility. It can also be collectively identified as motives for social compensation

Information Finding out about relevant events and conditions in immediate surroundings,

society and the world Seeking advice on practical matters or opinion and decision choices Satisfying curiosity and general interest Learning, self-education Gaining a sense of security through knowledge

Personal Identity Finding reinforcement for personal values Finding models of behavior Identifying with valued other (in the media) Gaining insight into one's self

Integration and Social Interaction Gaining insight into circumstances of others; social empathy Identifying with others and gaining a sense of belonging Finding a basis for conversation and social interaction Having a substitute for real-life companionship Helping to carry out social roles Enabling one to connect with family, friends and society

Entertainment Escaping, or being diverted, from problems Relaxing Getting intrinsic cultural or aesthetic enjoyment Filling time Emotional release Sexual arousal

Strengthening interpersonal relationship Building Communities Apart from these above-mentioned needs, blogging online shopping and feedback plays a major role. People create an online avatar of themselves to explore a virtual, three-

dimensional world online along with other users. Each user creates an avatar, which is a virtual representation of him or her, and navigates through the virtual world by walking, running, swimming and even flying. Users can communicate with other people by typing or speaking through a microphone or headset. Users are given the tools to build and share objects in the virtual world. As a result, friendships have been forged, creativity has been shared, and money has been exchanged countless times between users. The social network profile is the focal point of ones social networking existence. Each profile page is unique to the owner and allows its purveyor to literally type oneself into being. Each member is encouraged to upload their personal profile photograph and share a range of personal information such as where they go to school and details about their personal tastes, such as favorite movies and music. As users have total control over the content that they choose to share and the applications they place on their pages, they can, and usually do, opt to portray themselves in the most positive light. In essence, this means that a user can aspire to an ideal-self through his/her Social network profile. Aside from the inclusion of personal details and photographs, there are two further main components of the social networking profile friends and comments. Profiles offer a facility for communication and interaction between members, usually in the form of a comments section. Friends also play a fundamental role in the composition of social networking sites. On joining a social networking site, users are encouraged to identify others with whom they wish to form relationships. Once the connection is made, the relationship will be visually represented on each users profile page.

Gratification People patronize the mass media for guidance. By their own choice choose a certain media to gratify their own needs and justify their doing. Different people use the same mass media for very different purposes Emotional support which involves caring, love, share problems and sympathy Instrumental support which provides material aid or behavioral assistance and is referred to by many as tangible support Information support which offers guidance, advice, information, or feedback that can provide a solution to a problem

Affectionate support which involves expressions of love and affection Social companionship which involves spending time with others in leisure and recreational activities Pastime by gossiping, playing games, etc. Social motives included: have fun, be entertained, relax, see what others are up to, pass the time, express myself freely, keep in touch with friends or family, communicate more easily and communicate with many people at the same time. Information motives included: get information like facts, links, news, knowledge, ideas, give or receive advice, learn interesting things, meet new people and share information with others facts, links, news, knowledge, ideas. Personal experience and gratification I use Social Media to get connected with my Friends, share information with them. It helps in making new friends. I use it for entertainment and passing time by interacting with friends on social networking sites by commenting on their posts and pics. I read online blogs and follow RSS feed of many blogs and online sites. It helps me improve my knowledge. Being a gadget freak, I follow blogs on them. In fact I have even subscribed to few online journals on electronics and gadgets. I keep updating myself with the latest technology around the globe. I use social networking sites like Facebook, Orkut and application like Skype and G-Talk to keep in touch and once in a month have a video chat with my cousins and relatives living abroad. Website like Linkedin helps in getting connected with my co-workers with whom I used to work. It also helps me to get connected to the people from the same field as mine. In short I use social media To get information, so that I can update my knowledge To get entertained To be connected with my friends and family To make new friends

Shortcomings Personal information is exposed and hence its viable. Social Media act as a tool of distraction. Addiction Information can be misused Advertisers collect our information to create their data base