Digital Media 101: Digital Audiences and Effects - Uses and Gratifications 20 Why people use social media identity connection entertainment

What It Is

Uses and Gratifications 2.0 is an extension of the original uses and gratifications theory, which explains why people use media to fulfill their needs and desires. In the digital age, social media platforms have become the primary medium for people to express their identities, connect with others, and seek entertainment. A canonical example of this is the rise of Instagram's "Stories" feature, which allows users to share behind-the-scenes glimpses into their lives, creating a sense of intimacy and connection with their followers. This matters for understanding digital culture because it highlights the ways in which social media platforms are designed to facilitate self-expression and community-building.

Key Terms & Concepts

• Uses and Gratifications Theory: A communication theory that explains why people use media to fulfill their needs and desires.
  • Developed by Elihu Katz, Jay Blumler, and Michael Gurevitch in 1974.
• Self-Presentation: The process of presenting oneself to others through social media.
  • Example: A user's Instagram profile picture and bio are forms of self-presentation.
• Social Identity: The way people define themselves in relation to others through social media.
  • Example: A user's Facebook group memberships can shape their social identity.
• Social Capital: The connections and relationships people build through social media.
  • Example: A user's LinkedIn connections can lead to job opportunities.
• Entertainment: The pleasure and enjoyment people derive from social media.
  • Example: A user's favorite YouTube channel provides entertainment.
• Personalization: The process of tailoring content to an individual's preferences.
  • Example: Facebook's News Feed algorithm uses personalization to show users relevant content.
• Customization: The process of allowing users to tailor their experience to their preferences.
  • Example: Twitter's "Mute" feature allows users to customize their experience.
• Filter Bubble: The phenomenon of being exposed only to information that confirms one's existing views.
  • Example: A user's Facebook News Feed may create a filter bubble.
• Echo Chamber: The phenomenon of being surrounded by people who share one's views.
  • Example: A user's Twitter followers may create an echo chamber.
• Native Advertising: Advertising that is integrated into the platform's content.
  • Example: Facebook's "Sponsored Posts" are native advertising.
• Sponsored Content: Content that is paid for by a brand.
  • Example: A brand's Instagram post may be sponsored content.
• Algorithm: A set of rules that determines the order and visibility of content.
  • Example: Facebook's algorithm determines the order of posts in the News Feed.
• UX/UI: The user experience and user interface of a platform.
  • Example: A platform's UX/UI can influence user engagement.

Common Misunderstandings

• Misunderstanding: Social media is only used for entertainment.
• Correction: Social media is used for a variety of purposes, including self-presentation, social identity, social capital, and entertainment.
• Misunderstanding: Personalization and customization are the same thing.
• Correction: Personalization is the process of tailoring content to an individual's preferences, while customization is the process of allowing users to tailor their experience to their preferences.
• Misunderstanding: Filter bubble and echo chamber are interchangeable terms.
• Correction: A filter bubble refers to the phenomenon of being exposed only to information that confirms one's existing views, while an echo chamber refers to the phenomenon of being surrounded by people who share one's views.

Quick Application / Identification

Scenario: A user creates a Facebook profile and starts posting updates about their daily life. They notice that their friends are liking and commenting on their posts, and they feel a sense of connection to their online community. What is the primary gratification the user is seeking through this behavior?

Answer: The primary gratification the user is seeking is social identity and social capital.

Explanation: By creating a Facebook profile and posting updates, the user is seeking to establish and maintain social connections with their friends, which is a key aspect of social identity and social capital.

Last-Minute Revision

• Elihu Katz, Jay Blumler, and Michael Gurevitch (1974) developed the uses and gratifications theory.
• Instagram's "Stories" feature is a form of self-presentation.
• Facebook's algorithm determines the order of posts in the News Feed.
• Personalization is the process of tailoring content to an individual's preferences.
• Customization is the process of allowing users to tailor their experience to their preferences.
• A filter bubble refers to the phenomenon of being exposed only to information that confirms one's existing views.
• An echo chamber refers to the phenomenon of being surrounded by people who share one's views.
• Native advertising is integrated into the platform's content.
• Sponsored content is paid for by a brand.
• UX/UI refers to the user experience and user interface of a platform.
• The "Right to be Forgotten" is a European Union policy that allows individuals to request the removal of personal data from search engine results.
• The average user spends over 2 hours per day on social media.
• Facebook has over 2.7 billion monthly active users.