University of Kentucky UKnowledge University of Kentucky Master's Theses Graduate School 2011 “WHAT’S HAPPENING” @TWITTER: A USES AND GRATIFICATIONS APPROACH Corey Leigh Ballard University of Kentucky,
[email protected] Right click to open a feedback form in a new tab to let us know how this document benefits ou.y Recommended Citation Ballard, Corey Leigh, "“WHAT’S HAPPENING” @TWITTER: A USES AND GRATIFICATIONS APPROACH" (2011). University of Kentucky Master's Theses. 155. https://uknowledge.uky.edu/gradschool_theses/155 This Thesis is brought to you for free and open access by the Graduate School at UKnowledge. It has been accepted for inclusion in University of Kentucky Master's Theses by an authorized administrator of UKnowledge. For more information, please contact
[email protected]. ABSTRACT OF THESIS “WHAT’S HAPPENING” @TWITTER: A USES AND GRATIFICATIONS APPROACH The uses and gratifications approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects. However, while the uses and gratifications approach has been applied regularly to traditional media, research explaining why people use new social media networks as well as the gratifications they obtain from them is scarce at best. This thesis provides a comprehensive overview of the uses and gratifications approach as well as the current literature about social media networks. An argument is built within the thesis to study Twitter as one social media network through the uses and gratifications theoretical lens. Research questions are provided and a survey of 216 college undergraduates was conducted. Results show that people use a variety of Twitter functions, that the gratifications sought from Twitter are not the gratifications obtained from Twitter, and that people are careful about the types of information they share on the social media network.