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2.5 Uses and Gratification Theory UGT has its origin from the 1940s and has since been used to explain individual’s media behavior (Wimmer and Dominick, 1994). The term “Uses” refers to different ways of using media outlets, such as watching or creating a video, and the word “Gratifications” refers to intrinsic social and psychological needs, which individuals attempt to satisfy through the engagement with various media outlets (Ruggiero, 2000). UGT has been applied to explain the motivations behind the use of media to fulfil one's individual needs and emotions (Rubin, 1984). The theory assumes that users choose actively to engage in certain media behavior (Ruggiero, 2000). In addition, Park (2010) argues that motivations are a key area to examine to understand an individual's behavioral intentions and actual media use. The theory has been considered to be an axiomatic theoretical approach and it is argued to explain all types of media communications, both traditional and interactive (Luo & Remus, 2014). Thus, UGT has been used to explain various media such as, newspaper (Elliott & Rosenberg, 1987), radio (Luo et al., 2011), television (Rubin, 1983) and the internet (Flanagin & Metzger, 2001). Additionally, the relationship between social media platforms and UGT has been researched where the likes of Facebook (Alhabash et al., 2014), Twitter (Han et al., 2015), WhatsApp (Aharony, 2015) and YouTube (Hanson & Haridakis, 2008) have been examined. Moreover, Elliot and Rosenberg (1987) argue that researches have relied on UGT to provide clarity when new mass communication technology has become relevant, which has been exemplified by the aforementioned studies. The application of UGT therefore seems highly appropriate when examining motivation behind the usage of a new social media platform, such as TikTok. When UGT is used, researchers themselves have to identify which motives are relevant to examine in connection to various media usages, since the theory does not provide a framework of motives to examine (Guo et al., 2011). Previous literature has therefore adapted various motives when examining motivations behind media use. Studies which aim to explain motivations behind social media use, illustrates that gratifications associated with ‘Entertainment’, ‘Information Seeking’, ‘Status’ and ‘Socializing’ are central (Dunne et. al., 2010; Lee & Ma, 2012; Park et al., 2009). These motives examine how people engage in social media platforms for entertainment purposes, to manage relationships, to gain status as well as to acquire information. Further researchers also identified ‘Self-expression’ as a motive for social media use (Florenthal, 2015; Hunt et al., 2012). 19PDF Image | It’s time to TikTok
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