Abstract
Social Networking Sites (SNS) have gained popularity in recent
years and opened new horizons of communication. This study
conducted at International Islamic University, through cluster
sampling determines the motives for using the social
networking sites. An instrument based upon the Interpersonal
Communication Motives (ICM) scale, used in past uses and
gratifications research, measured motivations for SNS use.
Through descriptive research method the study affirms the Katz
and Blumer’s Uses and Gratification approach which states that
different people use same media messages for different
purposes to gratify their social and psychological needs to attain
their goals. The study found that people go to SNS to fulfill
needs which are traditionally fulfilled by other media, and for
their interpersonal communication needs. "Pleasure" was the
prime motive whereas ‘Relaxation” and “Affection” were also
important motives for SNS use.
Yasir Waseem Iqbal. (2013) Usage of social networking sites: Interpersonal communication motives of youth, Journal of Media Studies, Volume 28, Issue 2.
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