The current research examined whether motives, traditional mass media consumption and individual differences (social activity and political interest) predicted the use of social media among a group of university students in China. In coherence with Uses and Gratifications assumptions the study found that the factors differentially predicted the extent of media use. Information seeking, social interaction and affinity were the main reasons for using social media. There was a negative correlation between television viewing and use of social media, in addition to a negative correlation between information seeking and use of the media. Results further suggest that social media are used to enhance social capital, since student’s being socially active offline, tend to use the media to a greater extent than those less active.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:miun-11115 |
| Date | January 2010 |
| Creators | Bergström, Marie, Nyberg, Helene |
| Publisher | Mittuniversitetet, Institutionen för informationsteknologi och medier, Mittuniversitetet, Institutionen för informationsteknologi och medier |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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