Television use in the 21st century: An exploration of television and social television use in a multiplatform environment

  • Jiyoung Cha San Francisco State University
Keywords: Social Television, Second Screen, Television, Multiplatform, Uses and Gratification, Social Networking Site, Social Media, Multitasking, Focus Group, Qualitative Research

Abstract

Recognizing the multiplatform and individualized video viewing environment, this study conducted focus groups to delve into reasons behind the choice and use of television over other types of video platforms, and the motives for using social television. The results suggest that the focus group participants feel affection for television as a medium itself — a feeling that is independent of the content available on television. The motives for seeking social television include a sense of community, social bonding with existing networks, reinforcement of an online persona, entertainment, information sharing, social movement, self-documentation, and incentives.

Author Biography

Jiyoung Cha, San Francisco State University

Jiyoung Cha, Ph.D., is an assistant professor in the Department of the Broadcast and Electronic Communication Arts at San Francisco State University. Her research aims to understand the competitive dynamics of the media marketplace, how new media change audiences’ media consumption patterns and the business principles of media firms, and why audiences adopt or reject new communication technologies. Her research has appeared in peer-reviewed journals, including the Journal of Media Economics, the International Journal on Media Management, Journalism and Mass Communication Quarterly, Telematics and Informatics, the Journal of Electronic Commerce Research, First Monday, and the Journal of Advertising Research among others. She earned her Ph.D. in Mass Communication with a minor in Marketing from the University of Florida.

Published
2016-01-24
How to Cite
Cha, J. (2016). Television use in the 21st century: An exploration of television and social television use in a multiplatform environment. First Monday, 21(2). https://doi.org/10.5210/fm.v21i2.6112