People and Their Use of Social Media — A Study With the Help of Uses & Gratification Theory of Mass Communication
ANIK DAS SACT, GOBARDANGA HINDU COLLEGE DEPARTMENT OF JOURNALISM & MASS COMMUNICATION. ABSTRACT :- Social media like Facebook, Twitter, WhatsApp, Instagram etc are very popular among people of all ages. Its popularity is growing day by day. In the days of lockdown people got so much used to scrolling the wall of social media. Those media feed their mental needs and emotions. The theory of “Uses and Gratification” by Elihu Katz and Jay Blumler in 1974 says that this theory is an audience centered approach to understanding mass communication. It answers different types of questions like why do people use media? or what do they use them for? This paper shows how this theory is related to explaining the use of social media by people. Moreover, what type of satisfaction the users get from social media, how effective mediated culture is in providing instant gratification, why people are getting more inclined to using social media Read More …