IMPLEMENTATION OF USES AND GRATIFICATION THEORY ON INSTAGRAM USAGE PATTERNS AS AN ALTERNATIVE MEDIA FOR GENERATION Z

doi:10.36782/jcs.v14i2.2531

IMPLEMENTATION OF USES AND GRATIFICATION THEORY ON INSTAGRAM USAGE PATTERNS AS AN ALTERNATIVE MEDIA FOR GENERATION Z

Rizka Septiana, Widya Natassha Rachim, Lestari Nurhajati, Yovenia Magdalena Hilenda Siregar

Abstract

Changes in media consumption among Gen Z have been widely studied and researched, including in Indonesia. One of the data shows that most Gen Z consume more social media than other mainstream media to obtain information and news. This condition has caused online news portals to lose readership among the younger generation. This problem is what causes mainstream online media to lose their audience. This study aims to discover the pattern of using several popular Instagram accounts among Gen Z to find news, namely on @Sociolla, @Dagelan, and @RahasiaGadis accounts. What types of news and information attract the users' attention to the accounts? The Theory of Uses and Gratification is used in this study to see how audiences actively use media to satisfy these users. In this theory, the audience is seen as very active in choosing media according to their motives and needs. This study used a quantitative approach by distributing questionnaires to the three account followers. The results of this study show that 85.4 percent of Gen Z have the motivation to choose these three media alternatives and are used to look for information that can accomplish their needs; secondly, 77 percent as a personal relationship and create social interaction. Third, 76 percent for diversion from daily routines or entertain themselves. Meanwhile, only 14.6 percent of respondents agreed that the three media alternatives could give them an understanding of their self-identity.

To cite this article (7^th APA style):

Septiana, R., Rachim, W. R., Nurhajati, L., & Siregar, Y. M. H. (2024). Implementation of Uses and Gratification Theory on Instagram Usage Patterns as an Alternative Media for Generation Z. Journal Communication Spectrum: Capturing New Perspectives in Communication 14(2), 105-117. http://dx.doi.org/10.36782/jcs.v13i2.2100

Keywords

Uses and Gratification, Usage pattern, Instagram, Alternative media, Gen Z

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