Interactivity gratifications
The study explored how the interactive attributes of new media technologies influence the gratification-seeking behaviour of millennials. Using a mixed methods approach, it employed a survey and focus group interviews to collect data from university students. From a population of 2 400 university s...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1514 |
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| _version_ | 1832593732996694016 |
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| author | Adwoa Sikayena Amankwah Blessing Mbatha |
| author_facet | Adwoa Sikayena Amankwah Blessing Mbatha |
| author_sort | Adwoa Sikayena Amankwah |
| collection | DOAJ |
| description |
The study explored how the interactive attributes of new media technologies influence the
gratification-seeking behaviour of millennials. Using a mixed methods approach, it employed a
survey and focus group interviews to collect data from university students. From a population of
2 400 university students from the Political Science Department of a renowned public university
in Ghana, 400 students were systematically sampled for the survey, while 40 students were
purposively selected for focus group discussions. The findings indicate that the interactive features
of the technologies produced emerging social and psychological gratifications in millennials
by projecting them as purposeful, and active in deploying symmetric political communication
repertoires. The practical implication of this is that political leaders need to invigorate their electoral
communication repertoires both in substance and in depth by deploying the heuristic attributes of
the new technologies to facilitate the awakening of visceral responses in millennials and get them
to engage in e-politics.
|
| format | Article |
| id | doaj-art-796c7418f59b4017ab8a24598c7c12c4 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-796c7418f59b4017ab8a24598c7c12c42025-01-20T08:57:08ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0140110.36615/jcsa.v40i1.1514Interactivity gratificationsAdwoa Sikayena Amankwah0https://orcid.org/0000-0002-5106-0746Blessing Mbatha1https://orcid.org/0000-0001-8128-2035University of Professional StudiesUniversity of South Africa The study explored how the interactive attributes of new media technologies influence the gratification-seeking behaviour of millennials. Using a mixed methods approach, it employed a survey and focus group interviews to collect data from university students. From a population of 2 400 university students from the Political Science Department of a renowned public university in Ghana, 400 students were systematically sampled for the survey, while 40 students were purposively selected for focus group discussions. The findings indicate that the interactive features of the technologies produced emerging social and psychological gratifications in millennials by projecting them as purposeful, and active in deploying symmetric political communication repertoires. The practical implication of this is that political leaders need to invigorate their electoral communication repertoires both in substance and in depth by deploying the heuristic attributes of the new technologies to facilitate the awakening of visceral responses in millennials and get them to engage in e-politics. https://journals.uj.ac.za/index.php/jcsa/article/view/1514New media technologiesinteractivity gratificationsmotivationspolitical communicationelections |
| spellingShingle | Adwoa Sikayena Amankwah Blessing Mbatha Interactivity gratifications Communicare New media technologies interactivity gratifications motivations political communication elections |
| title | Interactivity gratifications |
| title_full | Interactivity gratifications |
| title_fullStr | Interactivity gratifications |
| title_full_unstemmed | Interactivity gratifications |
| title_short | Interactivity gratifications |
| title_sort | interactivity gratifications |
| topic | New media technologies interactivity gratifications motivations political communication elections |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1514 |
| work_keys_str_mv | AT adwoasikayenaamankwah interactivitygratifications AT blessingmbatha interactivitygratifications |