Do You Know Why You Use Social Media?

While the theory of Uses and Gratifications helps to provide a better understanding of why people are drawn to social media, it's not always spot on.  Many users, if asked, can provide almost knee-jerk responses to their habitual uses for Facebook, Twitter and the like.  What this theory sometimes overlooks is that people aren't always fully aware of what purposes they use social media for.

Lots of people who use social media may not always be aware of some of the reasons they use social media.  For example, if a couple breaks up and the two begin stalking each other on social media, it's likely that they wouldn't admit to using it for that purpose. Other less extreme examples would be subconscious uses that users may overlook, like periodically checking a certain twitter account.

Those studying this theory are left with this drawback.  Aside from becoming invasive, it's difficult to conduct perfect research for this theory.  The easiest way to gather information is through surveying users or self reports.

As with many psychological theory, variables such as this exist.  Even though some of our uses and gratifications may be subconscious, they're still as important as the ones we're aware of.  Sometimes users are unaware that they are even using social media for a specific purpose until they are questioned about it or really have to think about their usage.




Source:
Jimenez, A.G., Maria C., & Carmen P. (2012). A vision of uses and gratifications applied to the study of Internet use by adolescents. Comunicación y Sociedad.  25 (2), 231-254.