An Analysis of Audience’s Use of Weibo from the Perspective of Uses and Gratifications Theory

DOI

10.2991/assehr.k.220105.235How to use a DOI?

Keywords

Uses and Gratifications; New Media; Weibo

Abstract

With the rapid development of the Internet era, traditional media such as radio dramas, newspapers, weekly magazines, etc. have gradually reduced their influence on the public. And new media platforms are flooding in and entering people’s field of vision. The development of social media infuses the modern relationships with vitalities and brings a series of information dissemination with subjective consciousness. This is one of the general characteristics of the information age after a widespread wave of Social Network Services(SNS), arousing the unprecedented management pressure for the Chinese government[1].Such as QQ, Douyin, Zhihu, Toutiao and Weibo. These are all very popular media in today’s society. Among them, Weibo is even best. Among the web 2.0 applications, a micro-blog (Weibo in Chinese), resembling the combination of a Twitter-like Internet service has gained substantial popularity in China. Sina Weibo is the market leader with approximately 50% of the market share. Around 80% of the users on Sina Weibo are young people. Hence, it is necessary to analyze young Chinese users of Sina Weibo and examine whether Sina Weibo fulfills the needs of young people and whether Sina Weibo meets their expectations [2]. Weibo is suitable for people with different needs. “ Uses and Gratifications “ theory focuses on the audience’s motivation to contact the media and its needs. However, retaining users for an extended period is yet another vital aspect that developers and managers should embrace [3]. Virtual community sustainability depends on users’ continuance intention [4]. So in the media age where the needs of audiences are constantly diversified, whether Weibo meets the needs of the audience and how to meet them, and why Weibo stands out among the many new media platforms is of great research significance.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Siyu Li
PY  - 2022
DA  - 2022/01/17
TI  - An Analysis of Audience’s Use of Weibo from the Perspective of Uses and Gratifications Theory
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1274
EP  - 1277
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.235
DO  - 10.2991/assehr.k.220105.235
ID  - Li2022
ER  -