Analysis of uses and gratifications of facebook – A study of college students in the Indian it city of Mysore

Usharani N. (2015) Analysis of uses and gratifications of facebook – A study of college students in the Indian it city of Mysore. Journal of Media and Social Development, 3 (1). pp. 20-51.

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Abstract

Facebook, the medium that has melted the norms of culture and valuesystem has paved the way for public discourse of private lives. Oneof the post modern theories that perceived communication from anaudience perspective is the theory of Uses and Gratifications. Thecharacterization of Facebook shows that it has many features thatinfluence the social relationships. A survey was conducted by usingonline questionnaire administered to regular students of undergraduateand post graduate colleges.A stratified sample of Facebook user wasdrawn. The study has investigated what motivates users to useFacebook and what they intend to do with Facebook and its content.Overwhelming percentage of respondents felt the motivation isfriendship. Statistically, the causal relationships have been proved inthis study illustrating media audience is not only active but reflectivetoo. Instead of getting manipulated by the media, the user herecustomizes the media to cater to his needs and interests.

Item Type: Article
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: manjula User
Date Deposited: 15 Oct 2019 05:45
Last Modified: 15 Oct 2019 06:22
URI: http://eprints.uni-mysore.ac.in/id/eprint/9029

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