COMPARATIVE ANALYSIS OF SOCIAL MEDIA USERS’ CONSUMPTION PATTERS AMONG MALE AND FEMALE

Authors

  • Iram Shehzadi Department of Communication and Media Studies, University of Sargodha
  • Abdul Rehman Madni Department of Communication and Media Studies, University of Sargodha
  • Ali Hassan Department of Media and Communication Studies, The Islamia University of Bahawalpur Pakistan

DOI:

https://doi.org/10.52567/pjsr.v5i01.1388

Abstract

The  increased  use  of  social  media  has  become  an  international  phenomenon. New  technology  set  new  trends  with  the  advent  of  social  media  and  shifted  the  focus  from  traditional  media  to  social  media.  Technology is changing our lives in various ways each decade.  One  of  the  major  revolutions  that  are  transforming  our  society  and  social  connections  is  the  use  of  social  media.  There  was  huge  increase  in  social  media  users  in 2021-2022 .This  study  examines  the social media users consumption  patterns  using  the  microscope  of  the  Uses  and Gratification   theory. Data  was  collected  from  350  male and   females  from  university  of  Sargodha and   university  of  Lahore  through  self-administered questionnaire.  Analysis was made in SPSS v23.  Findings indicate that YouTube most used social media site among male and female. Moreover, LinkedIn is the least-used social media platform among them.  Furthermore,  results  show  that  a  significant  number  of  respondents  check  their social   media accounts   more  than  20  times  a  day. Majority of male and female spend more than two hours on social media per day.  Findings shows that there is correlation between usage of social media and gratification   obtained.  It’s also investigated that there is no difference in gratification obtained among male and female social media users.

 Keywords:  Social media,   Uses and Gratifications, Usage of social media, Gratification obtained by social media.

 

Author Biographies

  • Iram Shehzadi, Department of Communication and Media Studies, University of Sargodha

    Visiting Lecturer

  • Abdul Rehman Madni, Department of Communication and Media Studies, University of Sargodha

    Lecturer

  • Ali Hassan, Department of Media and Communication Studies, The Islamia University of Bahawalpur Pakistan

    Lecturer

     

Additional Files

Published

2023-03-04

Issue

Vol. 5 No. 01 (2023): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2023 Iram Shehzadi, Abdul Rehman Madni, Ali Hassan

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

[1]
“COMPARATIVE ANALYSIS OF SOCIAL MEDIA USERS’ CONSUMPTION PATTERS AMONG MALE AND FEMALE”, Pak. J, Soc. Sci., vol. 5, no. 01, pp. 642–652, Mar. 2023, doi: 10.52567/pjsr.v5i01.1388.