Content Dependency: Study on Use and Gratification of WeChat as Media
HAN Xiaoning, WANG Jun, ZHANG Han
Chinese Journal of Journalism & Communication ›› 2014, Vol. 36 ›› Issue (4) : 82-96.
Content Dependency: Study on Use and Gratification of WeChat as Media
Based on the approach of Uses and Gratifications and the view of media system dependency,the survey was conducted to quantitatively examine the usage preference, motivations and gratification of WeChat media function among university students. The paper finds that the motivations of WeChat media function usage can be attributed to information acquisition, social communication, and utilitarian access. The factors of gender, above-mentioned three motivations, and specific content preference have significant influences to the general gratification of usage. This model of media access shows the feature of content dependency that WeChat users tend to receive news information from WeChat to improve their gratifications.
WeChat / media dependency / public message service / usage preference
This paper is supported by the Fundamental Research Funds for the Central Universities, and the Research Funds of Renmin University of China (12XNK042).
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