Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 227

Article in Press

Users And Gratification Theory Approach to Understand Why People Use Digital Media mainly during Lockdown

DHRUV SABHARWAL

  •  Received: 13 March 2022
  •  Accepted: 18 October 2022
The purpose of this paper seeks to find the uses and gratification that consumers receive by using digital media during the lockdown when there is a situation of Covid. This paper tries to provide a more comprehensive understanding of why consumers use digital media. Exploratory research was conducted. In-depth interviews were conducted with over 30 individuals (Dworkin,2012) who use social media or digital media during the lockdown. This study identified eight implications of uses and gratifications for using digital media. They are social interaction, seeking information, time-pass, entertainment, relaxation, expression of opinion, information sharing, and knowledge about others. As the sample size is small and implications of uses and gratification theory have specific relevance to social media and should be given more prominence. This theory also provides various reasons why consumers use digital media. This study helps organizations to understand that consumers use social media and what gratifications they receive from digital media.

Keywords: Digital media, social media, consumer-generated media, lockdown, uses, and gratification theory, use of social media, exploratory study, in-depth interview, qualitative research.