THEORY OF FRAMEWORK
THEORY OF GRATIFICATION AND ITS APPLICATIONS: (Lazaisfeld and Stanbon) (1944)
The uses and gratification theory has provided a framework for evaluating how different forms of communication media satisfy needs and interests (Kartz, Blumler and Gvievitch, 1974). When two media serve the same purpose, they might be used as functional alternatives. They are specialized, though, if they are created to meet a variety of purposes. If one form of medium is superior at fulfilling specific needs, such as entertainment or socializing, it will be favoured over another (Peise and Courtright, 1993).
Because of the goal-directed nature of communications behavior, the uses and gratifications hypothesis has been used in various forms of social communications (Rubin and Rubin, 1985). Depending on the sorts of communication media utilized, such as television or the internet, the incentives at play, such as relaxation or knowledge acquisition, might be extremely different (Fergusion and Peise, 2000). According to studies, the reasons for using a computer mediated communication (CMC) differed from the reasons for using face-to-face communication. Face-to-face communication was rated higher than computer mediated communication (CMC) for all motives, including social ones like inclusion and affection. Two forms of media may be so dissimilar that their social uses and communication are altered. It has been suggested that internet interactions are distinct from face-to-face encounters, at least in terms of romantic relationships. Because of the restrictions of conventional forms of social contact, the anonymity provided by the internet allows relationships to progress quickly to personal levels (Merkle and Richardson, 2000). Individuals communicate less regularly and closely with internet partners than with non-internet couples, according to several studies. However, for preserving social interactions, the internet is viewed as less useful than face-to-face communication.
The uses and gratifications theory has been used in the past to investigate the motivations, interests, and attitudes that drive face-to-face online contact (Ferguson and Persie, 2000) According to the notion (Flahertl et al., 1998), if people find face-to-face and online communication effective for achieving identical goals, they will use the two media in the same way. In both kinds of communication, identical reasons should be expected at work. If, on the other hand, the purposes of online communication differed from those of face-to-face contact, one may expect distinct reasons to play a role in the two modes of communication.
Increased traditional social behavior has been linked to high sociability and low shyness (Asendorpf and Wipers, 1998; Bruch et al., 1989). According to previous studies, high sociability is linked to increased internet social communication. Because of the additional anonymity given by the internet, the motives may be somewhat different.
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