The way people choose to communicate can affect current and future relationships between sender and receiver. Business professionals communicate internally and externally using a variety of communication channels, such as e-mail, letters, phone, or face-to-face and must choose the best channel for the message they are trying to convey. The purpose of this quantitative study was to examine how business professionals choose between the available channels, the premise being that users choose communication channels due to the gratification obtained (GO). Guided by gratifications theory, which proposes that choice of a communication channel depends upon the GO, this study assessed 15 communication channels to gauge how well frequency, duration, and function predict GO. A cross-sectional survey was used to collect the research data from a random sample of currently employed alumni from an international hospitality school in Switzerland. Multiple linear regression was conducted to assess statistically significant relationships between the independent variables of frequency of use (how often), duration (how long), and functions (specific tasks) and the dependent variable: GO. The results confirmed that the regression model of frequency of use, duration, and function predict GO with a 52% variance. This study concluded with implications for positive social change for employees in higher education and the workplace and recommendations for further research on other channels or variables to improve the model for predicting GO.

This thesis explores the contemporary world of video games and analyzes why people engage with single player and multiplayer video game experiences. Based on the uses and gratifications framework, this study examines how college students are engaging with video games and if they prefer single player or online multiplayer video games. Focus groups were conducted with college students to explore the video game culture. The results demonstrated that participants preferred single player video games due to less interruption from social interactions with online multiplayer games, but also to avoid harassment and negative criticisms that continue to plague online multiplayer experiences. Results also suggest that participants seek solitude while engaging with video games in order to become immersed within the game for a more relaxed and fun experience. Gratification dimensions were included from previous research including: arousal, challenge, competition, diversion, fantasy, and social interaction. Several new dimensions not matching previous research were discovered in the data that provided new perspectives on why players engage with single player video games. The participants discussed that single player video games could be played at their own pace, stopped at any time, and then continue their experience at their leisure. Participants were also researching and anticipating new game projects from their favorite developers. Additionally, participants suggest that if the developers made video games they enjoy playing, then the participants would continue to support and follow their future game projects.

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This study examines the relationship between television shows and their corresponding websites featuring interactive message boards looking at the motivations and gratifications that users cited as reasons for being connected to a program. Information found provides knowledge on why viewers are drawn to TV, and what rewards they gain from the actions they perform beyond viewing the show. Specifically, this study examines if viewing a television show and discussing it on an online message board created the gratification of a greater sense of emotional attachment with the show, and if this sense of heightened emotional connection encouraged the board user to take action or become involved in some other manner other than just viewing TV. A survey featuring Likert Scale and free response options in reference to the participants' television viewing and Internet usage habits was distributed to undergraduate students at the University of Central Florida, and also to the general population with an Internet survey. Information gained from this study will aid television producers and creators to better understand the habits of their message board audiences, and what actions could be taken to entice more viewers to view extra content in relation to the TV show, and how to get users to be more interactive with their product. By providing information about message boards' abilities to encourage emotion and action, more satisfying content can be created by the producers, and the users can gain a greater understanding of their media consumption.

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With the exposure of mass media, sports fans are able to enjoy games in real time in their homes (Beck & Bosshart, 2003; Phua, 2010). While just watching sports broadcasts, fans are likely to share the game experience with family, friends, and other fans who are following the same team (Gantz & Wenner, 1995). Besides, a significant number of people use social media when they are watching live sports broadcasts (Horn, 2012; Phua, 2012; Tang & Cooper, 2011). In particular, sports is one of the most common topics for Twitter users (Kwak, Lee, Park & Moon, 2010). Thus, this thesis explores 1) sports media audiences' motivations to watch live NFL game broadcasts with others, 2) their gratifications as a consequence of the group watching, 3) their motivations to use sports Twitter while watching live NFL game broadcasts, 4) their gratifications as a consequence of sports Twitter use while watching the game broadcasts, and 5) the level of gratifications as a consequence of the group watching and sports Twitter use. The factor analysis indicates that interactivity, fan identity, diversion/entertainment, and personal utility are the factors for the uses and gratifications of the group watching, while interactivity, information seeking, fan identity, and diversion/entertainment are the factors for sports Twitter use. All motivational factors are gratified as a consequence of sports group watching and Twitter use while watching the game broadcasts. This is the meaningful implication of the study that sports media allow the audience to have an opportunity to fulfill their desire for social interaction, and indeed, it is gratified as a consequence of sports media use. / Mass Media and Communication

This study expands research on uses and gratifications by exploring political information-seeking uses of the Internet and social networking sites (SNS) and their relationships with political efficacy and political participation. Approximately 300 young adults completed a survey covering information-seeking, information access, and information sharing uses for local civic and political purposes. The study hypothesizes that young adults' political talk, particularly in their online social networks, is associated with political efficacy. Variables that support the relationship between information-seeking and political efficacy are also explored. Random and convenience samples of young adults were combined in this study to explore the cognitive (perceived efficacy) and civic (actual behavior) behaviors of undergraduate students at Virginia Tech in order to examine the role of political talk in individuals' opinion networks measured by the outcome of political talk. Results show considerable support for hypotheses emphasizing the predicted relationships between Internet and SNS for political information-seeking uses, political efficacy, and political participation gratifications. Future research exploring the broad range of political communication uses and their association with political efficacy and political participation is warranted. / Master of Arts

In addition to recruitment pressures felt by all in higher education, community colleges have the unique challenge of communicating with students of all ages, interests, and academic levels, and doing so with limited staff and resources. Many recruiters have turned to social media as an important tool for reaching potential students. However, for community colleges with few staff, social media communication can be difficult and time-consuming. This study explores how community college administrators are using social media as a recruitment tool, and how this use aligns with students' needs and expectations. This two-part study employs uses and gratifications theory to guide qualitative interviews with the social media administrators at three Virginia community colleges and focus groups with current students at each of the colleges. This study takes a unique approach to theory by comparing the uses and gratifications of both the message creator and user. Social media administrators at the community colleges were found to use social media to gratify their awareness, recruitment, and reach/engagement needs. Students thinking about the recruitment process were found to expect community colleges' social media content to gratify their needs for socialization, discovery, and access. Administrators are meeting many of the students' reported social media recruitment needs but could use the data provided in this study to improve their social media efforts in a few emerging areas. / Master of Arts