The purpose of this essay is to understand and analyze why people read a local newspaper and which needs it can fulfill. The newspaper indistry is changing and so is the way we consume news. Today the readers are seen as an active group of people who choose the media, which fulfills their needs in the best possible way. This essay is based on a case study of the local newspaper Barometern. We used a qualitative research method and have done eight interviews. The people we interviewed where in the age of 30-40 and are subscribers or frequent readers of Barometern. The empirical material that where generated from the interviews made out the basis of our analysis. The conclusion of this case study is that people have six different needs of which they seek fulfilling. Of these six needs, Barometern satisfies five of them. For deeper analysis of how these needs are satisfied, continue reading chapter five. Since we worked with a qualitative method we don't intend to make any generalizations of our conclusions. The conclusions only apply to our study of Barometern.

Among the web 2.0 applications, a micro-blog (Weibo in Chinese), resembling the combination of a Twitter-like Internet service has gained substantial popularity in China. Sina Weibo is the market leader with approximately 50% of the market share. Around 80% of the users on Sina Weibo are young people. Hence, it is necessary to analyze young Chinese users of Sina Weibo and examine whether Sina Weibo fulfills the needs of young people and whether Sina Weibo meets their expectations. The study used the theory of uses and gratifications and the theory of expectancy-value as theoretical foundations. This study summarized six gratifications items (including social interaction, social networking, information seeking, information sharing, entertainment and recognition) from previous studies, and used these gratifications items to analyze: (1) the relationships between demographics and gratifications obtained; (2) the relationships between Sina Weibo usage and gratifications obtained: (3) the correlations between gratifications sought and gratifications obtained. This study used quantitative method to obtain data from a questionnaire and all the data were input to SPSS (Statistical Package for Social Science) for analyzing. The questionnaire was conducted and was distributed in Sojump.com. The results showed that Sina Weibo meets their users’ needs from six gratifications dimensions.

Research suggests that personality may dictate specific Internet behaviours or preferences. However, literature to date has been piecemeal and has tended to focus on generic use. One area that remains relatively unexplored is the influence of personality on engagement with social networking sites (SNSs). The current thesis aims to fill this gap by exploring the influence of personality on motivations for using SNSs and behavioural patterns within them. Eysenck’s EPQ-R short form (extraversion, neuroticism and psychoticism) and Beck’s SAS (sociotropy and autonomy) were used to explore personality, both globally and specifically. Phase one of the thesis employs a ‘uses and gratifications’ framework to investigate how personality may predict motivations for using SNSs. Principal component analysis identified ten distinct motivational components, which were then successfully predicted by personality variables through regression analyses. It is therefore suggested that differing personality types vary greatly in their reasoning behind SNS usage. Results support theoretical assumptions. Phase two of the research looked at Facebook behaviours and profile construction. A content analysis of participant profiles was conducted with the help of questionnaire methodology. Data analysis suggests that personality was not a particularly strong predictor of self-presentational differences in this context; although subtle differences were present. The final phase of the research explored the perceived Facebook experience of users. A thematic analysis of an online student discussion board was conducted in order to generate distinct themes surrounding Facebook outcomes. These were used within Q Methodology to generate a concourse, through which Q sort statements were derived. Results generated four shared viewpoints of the Facebook experience, which were subsequently associated with personality through the use of traditional R methods. Again, although not particularly strong, theoretically supported associations can be seen. The thesis explores personality within SNS use in a depth previously unexplored. The conclusion makes theoretically-sound assumptions surrounding personality and SNS use as a media choice.

We live in an age where science fiction is quickly becoming science fact. Dick Tracy's 2-way wrist TVs are Apple Watches. Automated smart homes are plentiful. Cars are now able to drive themselves. And in those cars, riders no longer need to depend on a deejay to choose their music for them; these listeners build their own radio stations, on the spot, out of any music and conversation they want to hear, all at the touch of a button that is fully connected to Wi-Fi, the internet, and unlimited cell data plans.This research will examine digital radio's impact upon traditional radio in the current media environment. It will first take a look at the history of radio, specifically examining radio's reaction and adaptation when a new form of competitive media moved into the mass communication environment, and how radio fared in the face of that competition. The research will then look at uses and gratifications for both traditional and digital radio, which will be analyzed using media niche theory. From this, we will ascertain the niche breadth of each medium, as well as how much overlap exists between the two, and finally, which medium achieves niche superiority over the other in terms of gratifications observed.

A large majority of the people throughout the world own a smartphone and access social media on a daily basis. Because of this digital attachment, the author sought to understand to what extent this use has impacted the users' emotional well-being and offline interpersonal relationships. A sample size of 627 participants completed a mixed-methods survey consisting of Likert scale and short answer questions regarding social media use, emotional well-being and interpersonal relationships. Results revealed that the more time an individual spent on social media the more likely they were to experience a negative impact on their overall emotional well-being and decreased quality in their relationships. Emotional well-being also mediated the relationship between time spent using social media and the quality of that user's relationships, meaning that the more time a person spent on social media the more likely their emotional well-being declined which then negatively impacted their relationships. The top three responses for negative effects of social media use on emotions were frustration, depression, and social comparison. The top three responses for negative effects of social media use on interpersonal relationships were distraction, irritation, and decreased quality time with their significant other in offline settings. An analysis of these, and other, results, along with relative implications, are discussed.

Since the beginning of the 21st century, the doctor-patient relationship in China has become increasingly confusing to observers. On the one hand, insiders of the medical discipline believed that the doctor-patient relationship could not even be worse. On the other hand, Chinese health care professionals appeared to be much more popular than they used to be. On the leading social media site, Weibo, many health care professionals managed to transform themselves into celebrities by producing content and interacting with ordinary social media users. These grassroots celebrity physicians have obtained tens of thousands, and even millions, of social media fans on Weibo, and they initiated online conversations about public controversies surrounding health and medicine, such as the doctor-patient relationship, health care reform, the use of Traditional Chinese Medicine, and so on. The seemingly conflicting phenomena reflected the crises Chinese health care professionals were facing and their struggles to free themselves from these crises. Distrusted by the public, health care professionals attempted to repair their reputations and to rebuild a relationship of trust through their efforts in cyberspace. In other words, health care professionals' social media activities were largely a response to the frustrations they had experienced in their professional careers. In turn, being liked by numerous social media users reflected the publics' need to have direct conversations with health care professionals. This study used textual analysis, in-depth interviews, and surveys 1) to explore Chinese celebrity physicians' motivations for and gratifications obtained from establishing a professional presence via social media; 2) to examine the online conversations between celebrity physicians and their social media fans; and 3) to discuss the potential medical, political, and cultural outcomes of their online activities. Results of the study suggested that celebrity physicians in China mainly used social media to achieve three goals: to increase public health literacy, to rebuild their professional identities, and to push the government to make changes to the current health care system. Accordingly, celebrity physicians were found to play multiple roles on Weibo: medical experts, opinion leaders, and celebrities. Each of these roles were performed and recognized by their social media fans in different ways, indicating the complexity of virtual social networks. By analyzing Chinese celebrity physicians' online narratives and examining the factors that shaped their online activities, the project further explored the sociological factors contributing to digital media use, revealed the multiple connections contributing to the formation of virtual social networks comprised of celebrity physicians and their social media followers, and studied the presentation of cultural tension in cyberspace. From the practical perspective, future scholars and advocates could use the findings of this study to better design health and science campaigns. From the theoretical perspective, this study expanded the scope of the uses and gratifications approach, proposed new angles for examining the doctor-patient and the celebrity-fan relationships, and discussed the online presentation of, and inherent nuances contributing to, cultural conflicts.

This study is an exploratory look into the use of text-based slang, or textisms, in modern communication. People use textisms in multiple media of communication, whether it is in text messages, emails, and various types of social media. This study asked a focus group about their uses and gratifications from textisms. The focus group delved into their appreciations as both users and receivers. Participants reflected on their personal experience and preferences with textisms for their personal communications as well as their opinion for various types of businesses using them in their larger message design efforts. The participants were comprised of youthful twenty to twenty-two year olds in undergraduate studies at the University of South Florida. Each was currently enrolled in a media studies course at the time of the discussion group. Each member of the nine person group provided information. Each was asked as an individual to reflect on specific questions while also adding their own opinion to the larger group discussion. General themes pulled from the discussion was the creation of an author's personality, textisms use as a way to create tone, and the varying levels of context needed within personal communication. Participants were in agreement that an individual could be characterized by his or her message design, especially through that individual's use of textisms. By establishing the author's personality, textisms created expectations from the audience. They help reinforce the relationship of those engaged. Tone is often removed from simple text-based communication. Through the use of textisms, or lack of, tone is able to be added to short messages with the use of a single textism. Playfulness, sarcasm, and seriousness are all able to be quickly established by an author with the additive of a textism. Context is always something to be aware of when interacting with any audience. Gender, generational, formality, and overall relationship are all aspects that impact the interpretation of a message, especially a message that contains textisms. Being aware of how a gender, an age group, or an individual will receive a message further add to the relevance of that message. More information is always best, but if there are limitations, then there are general approaches that can be used to help develop the most salient message. Businesses had a specific set of expectations from the discussion group that shaped their responses. The consensus for this group was that textisms should be refrained from use within any business context. The group did allow for leeway when it came to more casual style businesses ranging from fast-food restaurants to youth-targeted products, but ultimately said there could be a confusion if a company with an older demographic was using textisms, as it would be appear to be targeting a younger audience. As this group is comprised of young people with a vision for their futures within the business world, their approach to textisms in business was also attached to that vision. They see business as very formal, and that formality is expected to translate into all areas, including communications. This study pulled valuable overall themes for an exploratory study. The specific details of a small sample group could and should be tested for greater validity, such as the strong and opposing reaction to varying types of smiley faces. The group had conflicting expectations for certain types of textisms and these expectations were from a narrow set of demographics. Further inquiry into this topic will lead to a better understanding of how language is evolving and how those changes are being used in today's and tomorrow's communication.

Reality television has inundated the networks, eliciting some of the highest viewership in the United States; therefore, it is important to understand why people watch these shows and what they gain from doing so. This study replicates and expands on the study by Barton (2009), which examined how difference in content in competition-based reality shows influenced viewer gratifications. The present study explored the effect of content on viewer gratifications in documentary-based reality television shows. Participants (n = 257) completed surveys asking about their television viewing habits, general reasons for watching reality programming and reasons for watching specific reality shows (Real Housewives of Beverly Hills and Here Comes Honey Boo Boo). Some results contradicted those found by Barton with no effect of content on viewer gratifications. However, consistent with Barton’s findings, gender differences were found in levels of gratifications obtained from these two shows with women reporting higher levels. In addition, when extreme levels of income were compared, greater gratification was found only for the Vicarious Participation factor. Video content positively correlated with amount of downward social comparison (schadenfreude) but there was no correlation between downward social comparison and participants’ income.

ABSTRACT   Title (English): New technologies, same needs? A qualitative research of media usage in two generations, in the light of modern uses and gratifications research   Title (original): Ny teknik, samma behov? En kvalitativ undersökning av två generationers mediebruk i ljuset av den moderna bruks- och belöningsforskningen   Language: Swedish   Author: Frida Ivansson   Tutor: Sven Ross   Course: Media and Communication Studies, Bachelor's Thesis.   Period: Spring term 2013   University: Department of Journalism, Media and Communication (JMK) at Stockholm University   Purpose/Aim: The purpose of this paper is to, in the light of todays uses and gratification research, highlight the differences in media use in adolescents and adults. I focus on the informants' television viewing and I compare this cross-generational, and in relation to other media use.   Material/Method: The method I used in this thesis is qualitative interviews. My choice fell on this method because I believe it to be the most suitable for obtaining the data needed.   Main results: Media use differs between young people and adults, primarily at two levels. The younger generation tend to engage in a parallel media use when they consume television, while the older look more actively and undisturbed from other stimuli. Furthermore, the younger generation state that they largely talk about television shows with their friends, something the adults say is quite uncommon for them. In these differences, however, I found similarities. The audience is still looking to meet the same needs as they always have. The uses and gratification tradition have in the last years developed new concepts and models for audience research. However, the same basic needs still seem to apply, we need to acquire information, and relate to people around us.   Keywords: Uses and gratifications, new media, television, audience research, audience, cross-generational.

The internet and social media have had a significant impact on recipients’ media consumption. As the converging media environment recipients face today offers not only more media products but also new practices of using certain media products, this study focuses on how the social micro-blogging service Twitter impacts the watching of television series. The presented study aims at explaining a new form of media reception by employing a multi-method approach. A content analysis case study of tweets about the US-American series “Homeland” and the German series “Tatort” will give insight into the Twitter content on two different series. Further, qualitative semi-standardized interviews and a survey will shed light on the situational aspects and motivational factors to use Twitter while watching television series. The uses and gratification theory is used as a backdrop to study the motivations to use Twitter while watching television series. The results of the content analysis on the two series indicate that there is a strong focus on the series itself within the tweets. Nevertheless, both series provide somewhat differing Twitter content. While tweets on “Tatort” are more critical and realistic towards the series, tweets about “Homeland” are more likely to be referential. The situation of tweeting while watching television series seems to be characterized by the usage of a second screen. The major motivational factors identified in this study are socializing at a distance and exchanging social information. All in all this study presents a fascinating new form of media reception and furthermore offers description and explanation of its application. Additionally it provides suggestions as to how to approach such a fast-changing, new media environment.