Top PDF Uses and Gratifications of Watching YouTube Beauty Vlogs

Uses and Gratifications of Watching YouTube Beauty Vlogs

Uses and Gratifications of Watching YouTube Beauty Vlogs

everybody has the same success at it. Many people look up to these beauty and fashion vloggers and that gives them a lot of power and influence, as well as responsibility to keep a good image so they can be positive role models for their followers. My study results identified the entertainment and habit gratifications obtained by viewers watching YouTube beauty vlogs. Therefore, vloggers can benefit by being constant and original delivering quality content to the users. When vloggers are successful, many brands will want to work with them and will want them to promote their products at any cost. It is important they remain honest about their opinions because that is one important thing people expect to get when they look for these videos. For example, if vloggers transform to just promote products and brands with no honest opinions involved, people might lose the habit of watching the videos and will not find them entertaining anymore because they will become just one more advertising commercial.
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Youtube Motivations of University Students in The Context of Uses and Gratifications Approach

Youtube Motivations of University Students in The Context of Uses and Gratifications Approach

With the studies carried out in this line and with the uses and gratifications approach, it was clarified that people reached some gratifications by using the media. Such researchers as Lazarsfeld, Katz, and Klapper presented the first systematic perspective on the model. Referred to as K&D, the model focused on two fundamental developments. The first one was the participation of individuals in media production, while the second one was individuals’ use of the means of mass media as human needs (Cited from Lull, 2001: 129 by Ayhan and Çavuş, 2014: 37). Later on, the most important contribution to the field was made by the study entitled ‘Uses and Gratifications Research’ and written by Katz, Blumler, and Gurevitch. According to the theory developed by Katz, Blumler, and Gurevitch, there are four types of needs that can enable one to reach gratification through the use of the media, namely cognitive, affective, and social integrative needs and habit. According to the theory again, the media are the subject of entertainment and passing time as much as of information and interaction.
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A Uses and Gratifications Approach to Hulu

A Uses and Gratifications Approach to Hulu

There has also been some previous work that suggests convenience is a more important factor today than in the past in specific applications. Kaye and Johnson (2004) applied uses and gratifications theory to use of the Internet during the 2000 presidential election. They found that convenience played a big role in motivating people to go to the Internet for updated news regarding the election campaign. News items appeared faster online than in print, on television or on the radio, which was a motivation for people to go online for the campaign news rather than wait until another outlet reported. It is probably true that as time goes on and society as a whole is more connected to the Internet, convenience plays a bigger role in Internet use. But data from Kaye and Johnson would also suggest that specific applications of the Internet are what are most convenient. That is, convenience motives for using the Internet as a whole were not high in previous studies, but when specific uses of the Internet are examined, like news or web video in this study, convenience is a motivation. Whereas previous studies dealt with radio, television and the Internet as a medium, current studies and this one are diving into the realm of web video.
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Facebook in Vietnam: Uses, Gratifications & Narcissism

Facebook in Vietnam: Uses, Gratifications & Narcissism

Abstract The purpose of this study was to create a conceptual framework and to collect some pilot data in order to underpin future research on how the Vietnamese use Facebook in their day-to-day lives. A number of key points were observed in this study, which informed the framework. Firstly, there is a paucity of research on this topic, that Fa- cebook users in Vietnam (population 90 million) rank as some of the heaviest con- sumers in the world, and Vietnamese cultural traditions and values need to be ac- knowledged given these differences when compared to other nations and how this might influence Facebook use. Given the studies focus on users, the theory on “uses and gratifications” was employed in order to understand how Facebook satisfies the needs of its Vietnamese users. An important component in this theory is the way in which Facebook allows posting of material related to the enhancement of the “self”, which has the potential to satisfy ego driven needs in the form of narcissism. How- ever, narcissism and its links with Facebook have only recently been systematically studied in Asian countries, predominately in China. In conclusion, the conceptual framework and analysis of the pilot data produced a number of interrelated con- structs (e.g. socializing, social enhancement, entertainment) that provide a baseline or foundation from which a longer-term program of empirical research can be con- ducted on Facebook use in Vietnam 1 .
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Music Uses and Gratifications Among Youth

Music Uses and Gratifications Among Youth

Music Uses and Gratifications Among Youth Music is among the most common, yet most intriguing artistic expressions. It has the power to emanate emotions, change states of mind, expand our consciousness, and revive memories. It has been a predominant art since prehistoric times and continues to gain importance in modern society. Most of all, studies have demonstrated music can influence masses and transcend certain social boundaries, making it a powerful means of communication that appeals to certain needs and gratifications in subcultural groups. One of the most relevant audiences to the study of the power of music is youth (Lull, 1988).
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The uses, gratifications and political knowledge young adults obtain from watching network newscasts and late night comedy shows

The uses, gratifications and political knowledge young adults obtain from watching network newscasts and late night comedy shows

This study set out to answer the overarching question, “Do late night comedy shows have informative effects?” It identified major categories of how young adults use and what gratifications they seek and obtain from watching regular TV newscasts, comedy shows with political content in general, and The Daily Show in particular. From these major uses and gratifications categories, it determined whether young adults who say they regularly watch these two TV news program genres are more knowledge seekers or entertainment seekers. The study also investigated whether there is a difference in political knowledge gained when college students watch a traditional news segment (a CNN news clip) versus a late night comedy show segment (from The Daily Show). It further investigated several important mitigating factors’ impact on knowledge acquisition. These include exposure and attention to different types of news programs, political involvement, attitude toward politics, and the demographic variables gender and college classification.
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Gratifications associated with Snapchat usage among young people: Uses and gratifications analysis

Gratifications associated with Snapchat usage among young people: Uses and gratifications analysis

The research studied on traditional media from the uses and gratifications approach included the functions of reading, radio audience, motives for listening to serious music, television viewing and motivations on different media genres (Ruggiero, 2000). In the context of television viewing, Greenberg (1974) found several motivations why British children watch TV: 1) companionship: the need for someone to be accompanies with others; 2) escape: the need to use television to get away from what they were doing and the rest of the family; 3) enjoyment: the need to enjoy the content from television and the process of watching; 4) habit: the need for a settled or regular tendency; 5) pass time: the need to use television to pass the time away; 6) relaxation: the need to get free from tension and anxiety.
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The Effect of Culture on Uses and Gratifications in Online Shopping

The Effect of Culture on Uses and Gratifications in Online Shopping

ABSTRACT As the Internet’s Web technology continuously improves interactivity it is increasingly recognized as viable channel for many activities. However, marketers and Web designers, in order to more effectively reach their online global markets, must understand what motivates people, within and across nations, to visit and patronize an online shopping site. This study proposes and empirical comparison between Anglo-American and Hispanic cultures in the US with respect to needs and motivations for online shopping; the effect on attitudes developed towards the site as well as revisit intentions. Based on uses and gratifications theory a conceptual model that proposes that culture moderates the effect of instrumental and ritualized needs on attitude toward online shopping which in turn determines the intentions to revisit the site. The research method includes data collection from the study groups who use Internet.
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Uses and Gratifications of digital photo sharing on Facebook

Uses and Gratifications of digital photo sharing on Facebook

utilize the reported results to increase the number of users, as well as the shared content. Thorough insight into and understanding of photo sharing uses and gratifications offer them the opportunity to work on fresh ideas as well as refine existing photowork features. Photo sharing activity on SNS could incorporate various novel features to facilitate the highlighted gratifications pointed out in our study. For instance, recognizing and rewarding the users actively involved in sharing photos by granting virtual badges or virtual gifts could further facilitate social influence and attention seeking gratifications. (3) Appropriately considering the identified gratifications while developing future photowork-related applications, services and features could make the photo-related activities more attractive for SNS users. For instance, addressing the privacy concerns of female users by
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Twitter Uses and Gratifications of High School Students

Twitter Uses and Gratifications of High School Students

Elliott and Rosenberg [18] argued that whenever a new technology enters the stage of mass communication, the uses and gratifications paradigm will be applied to explain user underlying motivations and decisions to use the new communication tool. Stafford et al. [25] further suggested that uses and gratifications can be used to explain continued use of something already chosen. In recent years, there are a growing number of studies using the uses and gratifications paradigm to explain user participation in virtual communities [26,30,31]. Gratifications of using new communication technologies have been elicited by previous new media studies over the past few years. A review of the prior uses and gratifications research shows that there are three gratifications for using the Internet: content gratifications, process gratifications, and social gratifications. Recent adaptations of U&G research to the Twitter are incomplete and have not identified important new Twitter-specific gratifications.
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Uses and Gratifications of Computers in South African Elderly People

Uses and Gratifications of Computers in South African Elderly People

Drawing on in-depth interviews conducted with residents at an old-aged home in Cape Town, South Africa, this study examines the main uses and gratifications elderly people get from computers. While the research focus in Africa has been on the health of elderly people, particularly with respect to HIV/AIDS, there is little research into their adoption of new technologies, as the re - search focus with respect to that topic has been primarily on youth. This studyfound that the participants use email and social media to maintain contact with family and friends outside of, and sometimes even within the neighborhood. Furthermore, keeping in contact involved not only communication, but also observation of activities – like news, photographs and discussions. Using a uses and gratifications framework, this study found that participants felt connected with society both through their communication with and observation of people, and through keeping themselves informed about news and current interest topics. By using the Internet the elderly people communicated with more people than they had before. Some of the participants felt less isolated and lonely because of their computer use. Nevertheless, use of computers did not weaken their interpersonal contact outside of com- puter use.
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BEYOND ACCESS: THE DIGITAL DIVIDE AND INTERNET USES AND GRATIFICATIONS

BEYOND ACCESS: THE DIGITAL DIVIDE AND INTERNET USES AND GRATIFICATIONS

Underlying this perspective is the notion that people are motivated by a desire to fulfill certain needs. So rather that asking how media use influences users, a uses-and-gratifications perspective asks how users’ basic needs influence users’ media choices. It is important to note that the media choices that people make are motivated by the desire to satisfy a wide variety of functions: entertainment, diversion, social connection, personal identity, information and the like. Much of the research on uses and gratifications has been concerned with identifying the specific gratifications satisfied by the use of media (Rubin 1994; Swanson 1992). The first assessments on this topic were made by Herzog (1944), who coined the term “uses and gratifications” to explain the specific dimensions of satisfaction of the audiences, particularly on radio. Following this inquiry, mass communication scholars studied these effects on other media such as newspapers, television, VCRs, and electronic bulletin boards (Eighmey and McCord 1998; Rubin 1994); for a comprehensive summary of the literature (see Rubin 2002).
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An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers

An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers

Research question one attempts to determine if there are differences between utilitarian and experiential shoppers on the five perceived uses of online shopping. In order to determine which shopping type may best predict the variance in each gratification a multiple regression analysis was conducted. This analysis was chosen to test if the utilitarian or experiential shoppers significantly predicted participants’ gratifications of information, entertainment, control over social interactions, identification with e-commerce community, and escapism. If a significant prediction of both variables is discovered, further analysis of the betas from both variables is analyzed to tell if they can also predict “without the other.”
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Uses and Gratifications of Digital Media: The Case of Live Blogs

Uses and Gratifications of Digital Media: The Case of Live Blogs

Previous research has demonstrated that the live blog is more engaging than other journalistic formats on the Internet (Thurman & Walters, 2013). This study expands on these ideas by focusing on readers and the reasons they engage in live blogging. Accordingly, the study employed an audience-oriented uses and gratification approach to explore readers’ attitudes toward live blogs, characteristics of live blogs they value most, motivations for consuming this news format, and participation in live blogging. Uses and gratification is an audience-oriented framework which explains why and how people use media to satisfy their needs (Katz et al., 1973a; Katz et al., 1973b; Lowery & DeFleur, 1995). Employing this perspective allowed the dissertation author to examine traditional motivations for using media, such as information seeking, knowledge, entertainment, “killing time,” and social utility. However, the study went further to investigate what new concepts could emerge from live-blog consumption. Accordingly, it introduced potential gratifications that audience may seek in media/live blog use, including obtaining information that is presented in a transparent way, immediate consumption of news, and convenient access to information. These are some of the gratifications detected as motives for using media in the 21st century (Sundar & Limperos, 2013).
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An Internet strategy for a niche magazine : a uses and gratifications approach

An Internet strategy for a niche magazine : a uses and gratifications approach

Decades before the Internet and the World Wide Web became prevalent media, Katz et al. (1973: 175-177) ordered five existing media in the following circumplex: ⇐Books⇔newspapers⇔radio⇔television⇔cinema⇔books The order was determined by analysing the attributes that the various media share, which are functionally similar. In other words, when considered from a uses and gratifications point of view, books shared the most functional attributes with newspapers on the one hand and cinema on the other. Books and newspapers both need to be read to retrieve information, but users are not reliant on scheduling to obtain the information they need once they have acquired the printed products. Cinema and books are used to entertain through storytelling and thus both satisfy escapist needs. This ordering of media enabled the researchers to define the degree to which the media are interchangeable and they could therefore reasonably predict and explain the displacement of one medium by another.
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Uses and Gratifications of Initiating Use of Gamifed Learning Platforms

Uses and Gratifications of Initiating Use of Gamifed Learning Platforms

Introduction In recent years, the use of game design elements or gamification [4] has seen a boom in education [10]. Research in the area has primarily focused on performance-related outcomes, finding mixed results [5]. Notably, the majority of existing work has probed whether gamification leads to continued engagement with a system or content, given captive lab or classroom audiences. Less is known about whether, how, and why learners choose to use a gamified learning platform at a certain moment in time [10]. Both in HCI and media research, Uses and Gratifications (U&G) [7,11] is the go-to theoretical paradigm to frame and explain people’s situational selection of media and interactive technologies [8,12,13,15]. According to U&G, media consumption “is largely goal directed and purposive” [12:167]. Given their own current state and current environment, people encounter situational problems in satisfying basic human needs and actively choose to use a medium or technology if it promises the best currently available solution to that problem. This situated expected U&G shape the medium’s or
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Social media use by SMEs in Greece : a uses and gratifications approach

Social media use by SMEs in Greece : a uses and gratifications approach

MANAGEMENT SUMMARY Context Social media has been used extensively and very creatively by big brands for marketing purposes. However, it is found to be more useful and suitable for smaller brands, due to their greater flexibility and limited budget for marketing communications. SMEs dominate the Eu- ropean economy and in countries such as Greece, they have borne the brunt of the economic crisis. They state they have a great difficulty in reaching the market and finding customers, in an era that social media offers tremendous benefits in terms of marketing and revenue. As a result, there is a great need for more insights on the use of social media by SMEs, in order for them to rip the benefits they so intensively seek one day . This exploratory study investigates what motivates SMEs social media use in the challenging economy of Greece, how Greek SMEs use social media and the gratifications obtained. It steps on Uses & Gratifications (U&G) theory and develops an SMEs U&G model appropriate to study social media use by SMEs. Moreover, it explores social media uses by small enterprises in typical economies and countries such as Greece.
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Hispanic Acculturation and Social Media Engagement: A Uses and Gratifications Perspective

Hispanic Acculturation and Social Media Engagement: A Uses and Gratifications Perspective

Uses and Gratifications in Demography Since the focus of this study concerns Hispanics, it would be remiss not to address the concept of race as related to online activity. Correa and Jeong (2011) investigated the relationship between ethnicity and online content creation. The stimulus for this study was based on historical data which suggested that racial minorities are disadvantaged when it comes to technological adoption, yet demonstrate higher online participation rates than the traditional white demographic. The study employed a two-pronged approach. Survey methodology was used to measure frequency of online engagement within various ethnicities. Examples of online activities included instant messaging, posting blogs, Twitter participation, Facebook networking, chat room discussion, uploading videos or photos, and file sharing. Focus groups were also held with undergraduate students of various races to obtain elaborative information about
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Mobile phones as a social medium for the deaf: a uses and gratifications study

Mobile phones as a social medium for the deaf: a uses and gratifications study

Scholarly Progress made in the field of communications technology has afforded promising forecasts of innovative devices for distinct groups of users, including the deaf. It can be well predicted that the future will continue to usher in more of these specialized products. For researchers, the uses and gratifications approach has often been used to look at the media usage patterns of different consumers. An especially sizeable amount of knowledge is already present in which the consumption of traditional media is looked at. The present study will not only shift the focus from studies of traditional media to new media, but provide valuable insight into the uses and gratifications of new media by deaf people. Ultimately, the data collected from the self- reported media preferences of deaf people will contribute to a growing body of literature that exists today.
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Music Consumption in the Dominican Republic: Technological Changes, Uses, and Gratifications

Music Consumption in the Dominican Republic: Technological Changes, Uses, and Gratifications

Master of Science degree in Communication & Media Technologies Degree Awarded: Spring Semester 2019 (2185) Abstract Music consumption has been transformed by technological changes during the last three decades; the introduction of streaming technologies and the expansion of the global music market have changed the way people in various countries engage with music in daily life. Previous research on music consumption points to the uses and gratifications often sought by audiences, as well as the motives that drive their consumption habits. While most studies have centered on audiences from the developing world, this study focuses particularly on music consumption in the Dominican Republic. The data was collected through an online survey that inquired about the platforms used by people in the Dominican Republic to consume music, the gratifications sought when engaging with various music genres, and the
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