Abstract

This study explores the relation between the adoption of various social media platforms and the demographic variables of users consuming these platforms in the Middle East and North Africa (MENA) region. It also provides a better understanding of the positive and negative gratifications acquired when users adopt social media in the region. The uses and gratifications (U&G) perspective is the theoretical grounding of the study applied to newer media, social media platforms in specific. A quantitative questionnaire, conducted within the social media users whose home countries are from the MENA region (N=561) to indicate the behavior of social media adoption in relation to 8 motivation variables. Three in-depth interviews were also conducted to analyze the findings and result, presenting insights on the assumed hypotheses. Findings of the study showed that there's a significant relation between using social media and the use of media utilities in terms of content creation and content engagement. It also showed that social media delivered not only positive gratifications, but also negative ones. Users may gain better online social activity, online learning opportunities, online active citizenship and online efficiency, but on the other hand, they also risk personal privacy violations, social media addiction, and distractions from daily tasks.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

2-1-2020

Submission Date

December 2019

First Advisor

Taher, Ahmed

Committee Member 1

Dinana, Hesham

Committee Member 2

Makhlouf, Sherif

Extent

158 P.

Document Type

Master's Thesis

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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