Media Watch

Santosh K. Patra ¹, Rahul Gadekar ², Pradeep Krishnatray ³

Affiliations
1 Mudra Institute of Communications Ahmedabad(MICA), Shela, Ahmedabad 380058, Gujarat, IN
2 Mudra Institute of Communications Ahmedabad, Ahmedbad, Gujarat, IN
3 School of Media and Communication at Pondicherry University, Pondicheery, IN

Abstract

Major objective of the present study is to look at the relationship of personality traits of the young Facebook users with their behaviour on Facebook and the gratifications they obtain from Facebook usage. We have measured the gratifications with the help of 16 item scale developed on the basis of review of literature. The Facebook behaviour was measured in terms of number of friends and use of privacy settings on Facebook. The personality trait of users was measured in terms of the self-schema of Separatenessconnectedness. A survey questionnaire was administered to the sample of 550 students who came from all over the country to attend the admission process of a well-known communication management school in India. Study concluded that perception of real self always gets reflected in the virtual behaviour of Facebook users. This can be considered as an extension of real self in their virtual behaviour. However, the comparison of the data between real space self-schema with the Facebook friendship behaviour gives more space to understand weather it is a mere extension or a modification in their real perception about their self.

Keywords

New Media, Internet, Facebook, Users Gratification, Self-schema, Identity, Personality, Online Behaviour, Social Media

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Falguni Vasavada ¹, Santosh K. Patra ², Palak Gadhiya ², Krishna Mishra ²

Affiliations
1 Marketing, MICA, Shela Village, Ahmedabad-380 058, IN
2 MICA, Ahmedabad, IN

Abstract

People actively participating on social networks like Facebook, Twitter and blogs are questioning the age old logic of boundaries and space. Virtual networks like twitter have given space which not only explores individual self but also connects to a mass phenomenon emerging through thought leaders, celebrities or 'trend setters'. This study is an attempt to take the argument further and identify the emerging 'trend' in India through the celeb-tweets. To verify the argument empirically tweets of ten celebrities on twitter from Bollywood which include actors, choreographers, musicians, and producers were collected over a period of one month and tweet analysis was done by adopting hermeneutics as the method of data analysis. Appropriate codes were considered to address the major question of the paper on 'social trends' and the notion of 'being cool' to validate the question raised in the paper.

Keywords

Trend, Cool, Twitter, Celebrity, Bollywood, New Media, Space.

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