Usage of Social Networking Sites in Pakistan Interpersonal Communication and Motives of Youth

摘要

Social Networking Sites have gained popularity in recent years and opened new horizon of communication. To conduction the research on this phenomenon, descriptive research method was used and statistics SPSS by applying cross tab. An instrument based upon the Interpersonal Communication Motives (ICM) scale used in past uses and gratifications research measured motivations for SNS use. The research lays Katz and Blumer’s Uses and Gratification approach which states that different people use same media messages for different purposes to gratify their social and psychological needs to attain their goals. The study found that people go to Social Networking Sites to fulfill needs traditionally fulfilled by other media but for their interpersonal communication needs "Pleasure" was the prime motive on Social Networking Sites ‘Relaxation” and “Affection” also important motive for SNS use. Keywords: Youth, Social Networking, uses, interpersonal communication, motives