The Study On Uses And Gratifications Approach Of Network Media

The development of the network in the world has entered a golden age in the early 1990s. Network coverage of the world's population gradually catches up with traditional media.In the Internet Age,Cyber citizen not only use the mass of information which is carried in the network, but also use the wide range of services platform provided by the network.In other words, traditional media audience uses "the media information" and Internet users use "the medium itself" in addition to "the media information".It makes Uses and gratifications approach on the line produces the new characteristic.Based on data about the network behavior and Research framework of uses and gratifications approach of Rawson Grimm,this paper describes the issue by the logic way of the applications research,the satisfies research,question research.This paper sums up seven types of gratifications form,including meetings to the demand for accessing to information,the demand for recreation,the demand for emotional exchange,the demand for self actualization,the demand for Mental-led,the demand for tools,the demand for.Some of them can be provided by the traditional media,but their content would be expanded and degree would be upgraded.Some of them have gone beyond the traditional media to some extent and played the role which were traditional media not played.The network media has met people's various needs.However,the network media has also met certain questions.For instance,the information surplus and the readability is weak because of Information management insufficiency.The unreal emotion and the self-realization disturb the cyber citizen because of Network hypothesized.Entertainment tendency and advertisement being in flood is affecting the cyber citizen because of marketability tendency.Security hidden danger and application barrier threatens the cyber citizen.Homogenization and tribal grouping politics restrict the cyber citizen because of cyber balkanization.This paper attempts to explore the key to the situation.These explorations play the key role for better service.