Uses And Gratification Theory Of Facebook As A Social Media

The approach of uses and gratifications approach, is one of the popular mass communication theories, severs as a theoretical background for this study. The uses and gratification approach target on the goal of the receiver, not the goal of the communicator (Severin & Tankard, 2001). In another way, the audiences use the media to fulfill certain needs. This approach is one of the most cited communication theories as best tool for analyzing new media technologies (Ebersole, 2000). Katz, Blumler, &Gurevitch (1974) argue that the gratifications approach dates back to the empirical studies on mass media research in 1940s.
In the year 2008 Facebook as a Social Media:, the social concept of Facebook is most probably focused on the uses and gratifications theory which was employed to scrutinize most evident one, and that’s why it is often referred to as friend-networking sites like Facebook and the results a Social Networking Site. The term ‘Social Network Site’ determined that the users meet uses and gratification instead of ‘Social Networking Site’ is suggested to be using the sites and it affects social and communication used because
Williams, Phillips, & Lum (1982) stated that while uses and gratification have historically been enforced to mass media, this has always held promise for the study of other media as well, including so-called “new” technologies. The theory explains the characteristics, attitudes, and behaviors of individual audience members. The theory of Uses and gratification was developed by Greenberg and Dominic (1972) in order to find out target audiences’ idea, which regulates the way they use Facebook media, and the gratification they experience after they use the Facebook media. Greenberg and Dominic studied the gratification of television viewing of British children in