Facebook Use for Political Motives Difference in Time Patterns and Student Demographics

Journal of Media Studies, Vol 36, No 1 (2021)

Facebook Use for Political Motives Difference in Time Patterns and Student Demographics

Mudassar Hussain, Robina Saeed, Ali Ashraf

Abstract

Facebook is used for diverse motives. This social networking site is also used for the political motives but with difference in time patterns and demographics. The current study contributes to the theories of uses and gratifications, individual differences and the social categories by researching the association of Facebook use with the political motives; and the difference which the variables of time patterns and demographics make in the dependent variables of Facebook use and the political gratifications. The study utilizes the quantitative approach of cross sectional survey with offline questionnaire as research instrument among a sample of university students in Lahore. The study shows a medium level of correlation of Facebook use with the political gratifications. Medium level of interaction effect of weekly and daily time patterns is found for the political motives for Facebook use. The age has shown the prominent medium effect for the difference in Facebook use and the political gratification. Male students are found to be using Facebook generally and specifically for the political motives more than the females. The students are found to be inclined towards using Facebook for the political gratifications between thirty minutes and two hours with an emphasis on an interval for two days. The older age group between the ages of 25 and 28 is using Facebook more for the political motives when compared with the less age group.

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