CHAPTER ONE
INTRODUCTION
USES AND GRATIFICATION THEORY: (Lazaisfeld and Stanbon (1944)
Uses and gratification theory has provided a frame work for examining the satisfaction of needs and interests through different forms of communications media (Kartz, Blumler and Gvievitch, 1974). If two media serve similar needs then they can act as functional alternatives. However, if they are designed to serve different needs then they are specialized. One type of medium they be preferred to another if it is better at fulfilling certain needs such as entertainment or socializing (Peise and Courtright, 1993). Uses and gratifications theory has been employed in different forms of social communications because of the goal-directed nature of communications behaviour (Rubin and Rubin, 1985). The motives at play, such as relaxation or the acquisition of information can be quite different depending on the types of communication media used such as the television or the internet (Fergusion and Peise, 2000). Studies also found out that the motives for being using a computer mediated communication (CMC) were different from motives for using face-to-face communication was rated higher that the computer mediated communication (CMC) for all motives, including social ones like inclusion and affection.
Two forms of media may be so different that they alter social uses and social communication. At least in terms of romantic relationships, it has been suggested that interaction on the internet are different from face-to-face interactions. The anonymity afforded by the internet allows relationship to proceed quickly to intimate levels because of the limitations of other aspects of social contact (Merkle and Richardson, 2000). In some studies, individuals have been found to communicate less frequently and closely with internet partners than with non-internet partners. However, the internet is rated as less useful than face-to-face communication for maintaining social relationships.
Past research has employed uses and gratifications theory to examine motives, interest and attitudes behind face-to-face online communication (Ferguson and Persie, 2000). Flahertl et al., 1998)/ the theory suggests that if individuals find face-to-face communication and online communication useful to reach similar goals, then they will use the two media similarly. One should expect similar motives at work in the two forms of communication. If, however the uses of communication over the internet were different form those of face-to-face communication, then one could expect different motives as a factor in the two forms of communication.
High sociability and low shyness have been associated with increased traditional social behaviour (Asendorpf and Wipers, 1998; Bruch et al., 1989). Past research also indicates that high sociability would be associated with increased internet social communication. The greater anonymity provided by the internet suggests that, the motives maybe somewhat different in the two forms of social communication. The internet may also help reduce social anxiety experienced by shy individuals. This effect may led to somewhat different patterns of use in the two media for shy individuals. If this is the case, the motives behind traditional and internet social communication maybe somewhat different.