Media Gratification Theory

Previous studies examined the social integrative needs for users to socialize with other users. The definition of social interaction has changed with the rise of mobile and communicative technologies. In terms of media ecology, we can argue that social media is prevalent; with Twitter dominating the service for TV users to expresses themselves during live watching TV shows. According to SORUCE, many participants in their research noted their TV experiences progresses with social media. Users sent text message during live watching, as it was it is more personal.. Social TV allows strengthening their relationships with friends by watching videos together and creating new online friends. Furthermore, the abundance of multiple these practices

According to users and gratification theory (U&G) it argues that people use media for fulfill their needs and gratifications. The framework observes the role of the media and the choices that users make to satisfy particular needs. According to Katz (YEAR), the model is a recurring function where needs of individuals needs and social factors generate different expectations that leads to different patterns of uses and gratifications, ultimately returning to the users needs (SROUCE).. For users, they gain knowledge through the use and gratification of social media and other users agreeing with their opinions and observations, heightening the shared experiences. Achieving knowledge, information can be considered major motivators. The U&G grants agency to humans, (SROUCE) argues that humans use social media to fulfill their inquisitive needs. The theory would benefit if it were to identify the power relations between social media and users. Users respond to media based on users desires need to consume, participate, or produce content ( DOTUVR). It is founded on the argument that people are not all the same, rather our needs are differ due to various social and psychological factors. Thus, social media applications on mobile phones and the Internet do not only helps viewers to form new relationships but also maintains them. SORUCE argues that Twitter helps strengthen relationships due to the networks capability to facilitate direct and transparent conversations (Parr, 2010). The U&G model’s strengths are due to its applicability to variety’s media contexts, the research in this paper determines that social TV, gaining knowledge, information can be considered major motivators. Moreover, viewers used particular technologies to satisfy their needs and gratifications, in this paper, we determined