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study, looking at participation on LinkedIn, showed that students were driven to use self-promotion on their LinkedIn page in order to develop an online identity (Florenthal, 2015). The same study also emphasized that users found it highly important to create and manage their online identity. The aim with applying the Uses and Gratification theory to the study at hand, is to bring further clarity concerning what motivates Gen Z users to participate in #challenges on the platform TikTok. With this objective, and previous research of both looking at motivation of UGC and UGT in mind, the aforementioned motives have been selected to be examined as they are seen to have the highest applicability and relevance to the study. 2.5.7 Pros and Cons of Uses and Gratification Theory Researchers have argued UGT to be the “...most effective paradigm for identifying motivations underlying media use in mass communication studies” (Halaszovich & Nel, 2017, p. 122). Academics have further praised the theory for its ability to succeed in staying relevant. This is exemplified in how the theory has adapted new communication technologies to provide clarity to marketers for almost a decade (Dunne et al., 2010; Ruggiero, 2000). The UGT allows research to explore specific motives, relevant to targeted media outlets since it lacks a finite set of motives for media usage (Guo et al., 2011). This constitutes why the theory is relevant when looking at user motivations in terms of media use. However, the UGT has also been challenged during its existence. Gou et al., (2011), argues that UGT has experienced criticism for not considering the specific content in the communication by relying too heavily on subjectivity in terms of mental states. It has also been criticized for assuming that media choice is based on fully conscious decisions and ignoring the social implications. Furthermore, the theory has also been questioned for not providing academics with a well-defined framework, lacking in accuracy in prominent concepts, not being clear enough and failed to include perceptions from the audience in terms of media content (Ruggiero, 2000). However, despite flaws, the history of UGT being used to explain motivation behind media behavior will be essential to examine Gen Z’s motivation to their participation in #challenges on TikTok. Earlier research has shown the theory’s importance as a guiding tool for researchers in providing clarity to the 22PDF Image | It’s time to TikTok
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