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Michelle Hayes, Kevin Filo, Caroline Riot and Andrea Geurin

. Bulletin of Science, Technology & Society, 30 ( 5 ), 350 – 361 . doi:10.1177/0270467610380009 Raacke , J. , & Bonds-Raacke , J. ( 2008 ). Myspace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites . Cyber Psychology & Behaviour, 11 ( 2 ), 169 – 174

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Craig A. Morehead, Brendan O’Hallarn and Stephen L. Shapiro

The Internet has drastically changed how society seeks and consumes information. One influential change in the communication process is the widespread use—and perhaps abuse—of user-generated content. If provided a frame of reference to help direct the discussion, such as a news story, comment functions can act as a proxy “town hall” in a virtual setting. Unique to this cyber town hall, however, is the sense of anonymity that leads some users to post content they would not normally voice in a public context. This investigation intertwines uses-and-gratifications theory and online disinhibition effect by analyzing anonymous-comment postings on a newspaper Web site. Seven newspaper stories on the campus master plan and football-stadium proposal at Old Dominion University demonstrate the sociological underpinnings where sports, education, economics, and politics intersect in an anonymous forum where users can relay their opinion on the subject while remaining invisible and unidentified.

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Joseph H. Moore

study focused on college students, with uses-and-gratification theory as its basis. The present study sought to answer these questions through an experimental design as it examined the retention of sport news presented in both the traditional format and through Twitter. Literature Review Trends in Sport

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Andrea N. Geurin-Eagleman

Masters sport participation is continually increasing, and although much research has uncovered masters participation motives, it has been noted that an understanding of community among masters athletes was also necessary. Online communities of sport participants have been examined only minimally, with research uncovering correlations between new-media use and sport-participation frequency. Using uses and gratifications theory, this study sought to examine masters gymnastics participants to develop a better understanding of athletes’ use of online communities in relation to their sport participation and examine differences in online community use based on demographics. Online survey results from 164 international participants revealed they used new media primarily for fanship, information, and technical knowledge, and online masters gymnastics communities were most often extensions of in-person training groups and communities. These findings and their implications are discussed in the article.

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Seok Kang, Soonhwan Lee and Seungbum Lee

The current study examined student athletes’ motives for viewing sports programs on television and their relationships with various viewing behaviors. Employing uses and gratifications theory and social differentiation theory, the study investigated whether student athletes’ motives for sports-program viewing would predict their preference of program selection and amount of viewing. An on-site survey of 225 Division I athletes from 3 Midwestern universities found that student athletes had entertainment, social-facilitation, and integration motives for sports-program viewing. Ritual use of sports programs (entertainment) was their primary motive, followed by instrumental use (social facilitation and integration). Results showed that student athletes’ main goal of watching sports programs on television was escape from their daily problems. Additional results showed that there was no gender difference in student athletes’ motives and sports-program preferences. Both male and female student athletes preferred male sports such as football and men’s college basketball.

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John S.W. Spinda, Daniel L. Wann and Michael Sollitto

In this case study analysis, we explored the motives for playing Strat-O-Matic Baseball (SOMB), a baseball simulation played as a board game or online, from the perspective of the uses-and-gratifications theory. In phase I of the study, SOMB manager narratives (N = 50) were analyzed for motive statements. In phase II, an online survey asked SOMB managers (N = 222) to respond to motive items as well as four measures of Major League Baseball (MLB) and SOMB identification. Overall, eight motives for playing SOMB emerged from the 64-item pool of motive items. These eight motives were nostalgia, knowledge acquisition, social bonding, enjoyment, vicarious achievement, game aesthetics, convenience, and escape. Our findings suggest these motives predicted measures of MLB and SOMB identification in significantly different ways. Theoretical implications, future research, limitations, and discussion questions are presented in this analysis.

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Grace Yan, Dustin Steller, Nicholas M. Watanabe and Nels Popp

is primarily approached from the lens of uses and gratification theory (U&G) ( Clavio & Frederick, 2014 ; Clavio & Kian, 2010 ; Clavio & Walsh, 2014 ; Geurin-Eagleman, 2015 ; Hall, 2015 ). Originated as a subtradition of media-effects research, U&G promotes the concept that an audience makes

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Mathieu Winand, Matthew Belot, Sebastian Merten and Dimitrios Kolyperas

as uses-and-gratifications theory, which focuses primarily on how consumers engage in a variety of activities and their reasons for doing so. Uses-and-gratifications theory can be employed to study online social media sites such as Twitter and may help scholars understand their continuous growth

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Brendan Dwyer, Joshua M. Lupinek and Rebecca M. Achen

. Literature related to female sports fandom is then explored. An explanation of the mixed methods design and results is then provided followed by a discussion of the theoretical and managerial implications. Literature Review Uses and Gratifications Theory U&G theory was devised in the mid-1970s as a means to

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Dustin A. Hahn, Matthew S. VanDyke and R. Glenn Cummins

. Findings that such forms of communication are increasing in sport broadcasting should lead researchers to investigate the phenomenon further. Theoretical Explanations Uses-and-gratifications theory ( Katz et al., 1974 ) has provided a useful framework for understanding why audiences are motivated to