Uses-And-Gratification Theory

In recent years online broadcasting has accelerated through online broadcasting platform Netflix. Therefore the generation Z that defined as digital natives has a differenciaty viewing habit. It is defined as binge watch and binge racer by Netflix. The users watch episodes of a Netflix series at one time nonstop. The aim of the research is to find out the factors carry out generation Z's online viewing habits, in the context of uses and gratification theory. To conduct the research The Protector, the first Turkish series of Netflix, is choosen as a case and survey is done with The Protector's watchers.

Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers’ use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing
social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect of demographics on social commerce intentions were observed in the analysis.

As products of post-modernity, mass media remain twofold phenomena. They can be used as instruments for good projects and, to some, for evil activities. This paper discussed the above assertion by evaluating the role of the media in fostering globalization process, showing the inevitability of information and communication technology in the post-modern era. Media is necessary for global politics to thrive, especially the global yearning for democratization; for international economy to become more robust; and for peace to be achieved. But the obverse aspect of the media showed that, the media of communication and their related technologies constitute avenue for terrorist groups to spread propaganda for manipulating public perception of their activities; justify their cause; form forums for group chats, and invite as well as recruit gullible youth or potential followers. The modern ICT also provides shortcut to criminal victimization; it facilitates e-crime and e-terrorism. With special reference to " Boko Haram " of Northeastern Nigeria, the paper concluded that, use of media outlets by terrorist organizations is revealing the reality of " risk " associated with post-modernity. Governments and transnational institutions shall therefore make media one of counterterrorism tools by spreading peace messages, and equip security organizations with skills of fighting media-related terrorism.

Günümüzde gelişen teknolojik imkânlar, hem yeni kitle iletişim araçları ve ortamları sağlamış hem de geleneksel kitle iletişim araçlarına yenilikler katmıştır. Bu araçlar içeriklerini, fiziksel özelliklerini, hitap ettiği kitleyi teknolojik gelişmeler sayesinde yenilemiş değişen toplum ihtiyaçlarına cevap verebilir hale getirmiştir. Televizyon, bu yeniliklere en çok yer veren, toplumu etkileme gücü ve etki alanı oldukça geniş olan bir kitle iletişim aracıdır. Ayrıca geleneksel kitle iletişim araçları arasında bireyler tarafından en çok tercih edilme özelliğine sahiptir. Televizyonun bu özellikleri sayesinde kitle iletişim araştırmalarında pek çok çalışmaya konu olması da kaçınılmazdır.

Konya‘da yaşayan insanlar evreninde, bireylerin televizyon izleme motivasyonlarını Kullanımlar ve Doyumlar Kuramı açısından belirlemeyi amaçlayan çalışmada, öncelikle geleneksel kitle iletişim araçları ve bu araçların önemi genel hatlarıyla açıklanmış ve televizyonun iletişim süreci üzerinde durulmuştur. Kuramsal çerçeveyi oluşturan Kullanımlar ve Doyumlar Kuramı önceki bölümde olduğu gibi literatür taraması yöntemi kullanılarak anlatılmıştır. Uygulama bölümünde ise, bireylerin kitle iletişim araçlarını kullanma sıklıkları, televizyon izleme motivasyonları bu motivasyonların demografik özelliklere göre farklılaşması, bireyler tarafından en çok izlenen TV kanalları ve programları gibi bilgiler, nicel veri toplama tekniklerinden olan anket yöntemiyle belirlenip ortaya konulmuştur.

Araştırmanın evreni Konya‘da yaşayan ve televizyon izleme davranışını gösteren bireylerdir. Evreni temsilen anketler, 500 kişi üzerinde uygulanmıştır. Bu kişilerden elde edilen verilerle betimsel istatistikler yapılmıştır. Veriler sonucunda bireylerin en çok tercih ettiği geleneksel kitle iletişim aracının televizyon olduğu ve televizyonun daha çok bilgilenme amaçlı izlendiği sonucuna ulaşılmıştır. Ayrıca katılımcıların televizyon izleme davranışları demografik özelliklerine göre farklılık göstermiştir.

Anahtar Kelimeler: İletişim, Kitle İletişimi, Televizyon, Kullanımlar ve Doyumlar Kuramı, Motivasyon.

Answering the questions of how and why people engage with videogames or why they enjoy certain videogames more than the others has been a perennial effort in videogame studies. On the one hand, designers and developers strive to discover novel ways to make videogames more enjoyable, immersive, and gratifying. On the other hand, researchers mobilize gameplay data to cluster players into categories depending on how they engage with videogame content and explain their behavior types. One prevalent resource to explain videogame engagement behavior has been the adaptation of previous psychological theories and frameworks to the field (Boyle et al. 2012; Şengün 2016; Balkaya and Catak 2016). Typically, these theories and frameworks were developed for non-game contexts (e.g., sports, job performance, self-motivation, technology-use, economic behavior, risk-taking, etc.) and they are accompanied by a readily available rich literature. In this article, several of the most-cited and most-adapted psychological theories are summarized and discussed. Although various other frameworks and player typologies emerged with contemporary videogame research and gameplay data (e.g., Bartle’s player types, 1996; 2004; Lazzaro’s gaming emotions, 2004; Sherry et al.’s play motivations, 2006; etc.), here specific focus is given to the psychological frameworks developed for non-game contexts first and adapted into the field later.

Let’s waste some time is a qualitative, inductive, autoethnographic study about procrastination. The author’s own procrastinating behaviour during a particular assignment (this one, in fact) is (very) critically explored from three different temporal perspectives within the assignment timeline. Findings reveal a myriad of probable factors behind the observed procrastination, which essentially come down to a miscalculation of when would be a good time to start working, exacerbated by a bias for instant over delayed gratification. These factors are then further explored and discussed against existing research. The paper concludes that this may not have been a complete waste of time.

Gelişen iletişim teknolojileri ve kullanıcılar arasında artan mobil iletişim ihtiyacı nedeniyle mobil iletişim sektöründe son yıllarda hızlı bir gelişme yaşandığı görülmektedir. Bilgi ve iletişim teknolojileri sosyal yaşam içinde önemi giderek artan bir olgudur. Buna paralel olarak gelişen ve yayılımını hızla sürdüren mobil teknolojiler ise birçok yeni hizmeti de yanında getirmektedir. Genç nüfusun gün geçtikçe daha fazla ilgisini çeken ve kendine mobil pazarda ciddi bir pay yaratan mobil uygulamaların kullanıcılar tarafından neden tercih edildiğinin belirlenmesi etkin ve verimli pazarlama stratejileri geliştirilmesi adına büyük önem taşımaktadır.
Bu çalışmada, Planlanmış Davranış Teorisi (PDT - Theory of Planned Behavior), Teknoloji Kabul Modeli (TKM - Technology Acceptance Model), Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli (TKKBM - Unified Theory of Acceptance and Use of Technology) ile Kullanımlar ve Doyumlar Teorisinin (KDT - Uses and Gratifications Theory) entegre edilmesiyle birlikte tüketicilerin mobil uygulamaları kabulünü etkileyen faktörlerin belirlenmesi ve bu faktörlere ait göstergelerin birbirine etkisinin, geliştirilen model sayesinde ilişkisel bir düzlemde ortaya konması amaçlanmaktadır.
PDT, TKM, TKKBM VE KDT modelleri üzerine yapılan literatür araştırması neticesinde, tüketicilerin mobil uygulamaları kabulünü etkilediği belirlenen faktörler ve faktörler arası ilişkiler, teknolojiye yönelim niyetlerini ortaya koyan 4 önemli modelin entegrasyonu ile açıklanacaktır. Bu bağlamda, çalışmanın sonucunda önerilen modelin, ilgili kurumlar ve uygulama geliştiriciler tarafından yapılacak iyileştirme projelerine, teknolojik yatırım hamlelerine ve özel işletmeler için kabul ve kullanım eğilimlerinin yol göstereceği pazarlama stratejilerine destek olabileceği öngörülmektedir.
Anahtar Kelimeler: Mobil Uygulama, Mobil İletişim, Planlanmış Davranış Teorisi, Teknoloji Kabul Modeli, Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli ile Kullanımlar ve Doyumlar Teorisi

This work is licensed under CC BY 4.0 The current study is aimed at examining the use of social media for political communication and its impact on the political polarization of youths in Uganda. The study specifically focuses on determining social media platforms that are often used by youths in Uganda, find out the levels of social media usage, political campaign communication, and political polarization among youths in Uganda as a result of social media usage. Lastly, the study also focuses on determining the relationship between social media platforms, social media usage, political communication, and political polarization amongst youths in Ugandans. The study adopts the uses and gratifications theory to help in guiding the study and explaining the available relationships between the variables of the study. A quantitative research design and survey method with a questionnaire as the tool for data collection were used in this study. 192 valid responses were extracted from youths residing in Kampala and Wakiso districts in Uganda as the respondents of the study. The findings of the study reveal that youths in Uganda often use Facebook, WhatsApp, Twitter, and Instagram while looking for political-related information to help them form a decision on who to give their support in the election. In addition, the study also reveals that the more the youths look for such political information, the more they become polarized because all the politicians just feed them with information that is divisive and there exists a huge amount of hatred as a result of the consumption of such information on the Ugandan internet space. The uses and gratifications theory is also supported in the study.

People have become more mobile with advances in transportation technologies. This has led to higher use of cyberspace and social network sites, and people have started socializing over cyberspace instead of meeting in physical spaces. This study analyses this process from a “uses and gratification theory” perspective and addresses how people's sense of belonging to physical places changes through gratification achieved in cyberspace. Literature was reviewed, and a two-phase field study was designed. First, samples in various age groups (n=105) were asked questions about their sense of belonging, cyberspace, and SNS usage; then, a questionnaire of quantitative and semi-structured qualitative questions was conducted with young people (n=285). As a result of this study, up-to-date data were obtained about Istanbul's young people (18-30) and their relationship with physical space, SNS, and cyberspace. The original contribution of this study to literature is that whilst addiction to cyberspace draws young people away from a physical place, they maintain strong interaction with the world.

This study aimed at identifying the uses and gratifications realized by Libyan- Bahraini Youth through the
Facebook Site. It is also interested in finding out the motives, uses and gratifications realized by Libyan Bahraini
Youth through Facebook. The sample consisted of (1470) respondents. The results showed that 44.7% of the
respondents use Facebook to make friends and to stay on connected with friends; 24.7% use Facebook essentially
for entertainment and recreation. The researchers also found out that 25.2% of the sample believes that Facebook
opposes culture and values of the study societies. The results showed that there are significant statistical
differences α 0.05 attributed to the age variable of 18-20 years category, in addition to the motives for using Face
book. The study also revealed that there are significant statistical differences α 0.05 attributed to the sex variable
in favor of males and the degree of influence resulting from using Facebook.

Within scholarly communication, social media such as social networking sites or microblogging services like Twitter facilitates more divers and flexible forms of academic communication, community development, and networking. In light of ongoing discussions on the gender gap in science, the question arises if and how gender influences the academic use of social media. So far little is known about gender-related differences in the academic use of social media. In this paper we focus on the special use case of Twitter and investigated gender-related differences in the academic networking of computer scientists.
This study analyzed a sample of 850 Twitter accounts of professors and PhD students. Independent factors were the gender and the academic status of the account owner. The activity of the account was considered as control variable. Dependent variables were the number of researcher followers and the number of reciprocal researcher followers (i.e., number of followers that follow back in the sense of mutual following). Thereby, reciprocal (mutual) following was conceptualized as an indicator for a stronger community development motive. Furthermore, different subgroups of followers with respect to gender, academic status and reciprocity of the following behavior (e.g., reciprocal female professor followers) were considered for explorative analyses to gain deeper insights.
Overall, the two-way MANCOVA revealed no significant gender difference for the total number of researcher followers. However, for the number of reciprocal followers, we found that the accounts of females had significantly more reciprocal followers. Also the explorative analyses of the different subgroups of followers strengthen the finding that females establish more reciprocal following relations. In addition, the pattern of the findings for the subgroups of followers suggests a preference of females for following other females and a gender-related networking behavior across the academic hierarchy.
The presented findings provide evidence that female researchers establish more reciprocal relationships on Twitter than male researchers do. This implies a stronger community development motive among female academic Twitter users. It should be noted that our findings relate to computer science which is a male-dominated field and it would be interesting for future research to investigate gender-related differences in female-dominated or gender-balanced academic domains. Our findings provide first insights in the impact of gender on academic networking behavior in social media. Further research is needed to strengthen these findings and to clarify the underlying processes.