Abstract
Social audio has recently emerged recently as a new form of social media based on voice. It spread rapidly through the Clubhouse application, which became a significant trend during the COVID-19 pandemic. The study aims to explore Egyptian content creators' motivations to join Clubhouse, study their motivations to produce their content, and identify the gratifications obtained from using this application. It also seeks to investigate the application`s sustainability within the Egyptian context by outlining the challenges faced by the Egyptian content creators. The study employs the uses and gratifications theory, conducting in-depth interviews with 17 Egyptian content creators. The findings reveal that the motivations of Egyptian content creators to join the Clubhouse application are to socialize with other people, particularly during COVID-19, and to satisfy their curiosity. Social responsibility, encouragement from friends, and managing discussions according to their own rules emerged as the key motivations for content creators to produce their content. The gratifications obtained include networking/building connections, self-development, personal branding, opening opportunities, freedom of expression, and keeping up with current affairs. Furthermore, the gratifications related to the technical features are audio superiority, convenience utility, easy usability, good audio quality, and documentation. The challenges identified include theft and fake profiles, cyberbullying, addiction, and ineffective moderation. Additionally, the recent update leads to limited accessibility and reach, and less privacy. The findings revealed that the application's sustainability within the context of Egypt is conditioned by addressing these challenges in addition to ensuring freedom of expression, and establishing a self-sustaining business.
School
School of Global Affairs and Public Policy
Department
Journalism & Mass Communication Department
Degree Name
MA in Journalism & Mass Communication
Graduation Date
Fall 2-19-2024
Submission Date
8-11-2024
First Advisor
Rasha Allam
Committee Member 1
Firas Al-Atraqshi
Committee Member 2
Tara-Al-Kadi
Extent
139 p.
Document Type
Master's Thesis
Institutional Review Board (IRB) Approval
Approval has been obtained for this item
Recommended Citation
APA Citation
Younes, D. A.
(2024).The Uses and Gratifications of Social Audio-Focused Apps: A Case Study of the Clubhouse Application [Master's Thesis, the American University in Cairo]. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/2378
MLA Citation
Younes, Dalia Abdelhamid Ms. The Uses and Gratifications of Social Audio-Focused Apps: A Case Study of the Clubhouse Application. 2024. American University in Cairo, Master's Thesis. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/2378
Included in
Advertising and Promotion Management Commons, Broadcast and Video Studies Commons, Communication Technology and New Media Commons, International and Intercultural Communication Commons, Interpersonal and Small Group Communication Commons, Journalism Studies Commons, Mass Communication Commons, Organizational Communication Commons, Other Communication Commons, Public Relations and Advertising Commons, Social Media Commons