Abstract
The Information and Communication Technologies (ICTs) have
drastically transformed the contemporary societies. Social Networking
Services (SNS) have overcome time and space distance and increased
opportunities of individuals’ interactions. This study explores the
impact of on students’ behavior in Lahore. Utilized survey design
where a self-administered questionnaire is the instrument to find out
the factors of these sites that had impact on respondents. Through
purposive sampling 206 students are selected from two universities of
Lahore. Data is analyzed in the backdrop of uses and gratifications
theory to determine ‘most popular social networking site’, ‘time
consumed on these sites’, ‘instrumental use or active use’ and
‘ritualized use or passive use’. The descriptive statistics including
percentage and mean is applied. The mean for ritualized or passive use
of four items is 84% whereas for instrumental it is only 31%. The other
significant statistics related to items include 63% use of Facebook, 61%
use of the SNSs for more than two hours, 11% use for serious political
debate and 94% use for making fun of political personalities, 91% use
for sharing and liking the celebrity photos. This study also highlights
future considerations for research in this domain
Mudassar Hussain, Tehseen Rubab. (2014) Uses and gratifications of selected social network services: Study of Lahore youth , Journal of Media Studies, Volume 29, Issue 2.
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