Abstract
Media Ecosystem is shifting vehemently across the globe, and the internet
is the primary changing agent. The prime objective of this study is to know
the relevance of Uses and Gratification Theory (UGT) assumption in online
news media consumption. However, online news media and newspaper
consumption is very recent phenomenon in Malaysia and Pakistan. This
theory has been used in conventional media consumption in different parts
of the world. This paper reviewed the past research studies related to online
news consumption and highlighted status of online newspapers and news
consumption in both Asian countries. Findings of the study affirmed that
active audience is related to online news consumption. Hence, theoretically
this study contributed to the literature of uses and gratification theory in
the field of online news media consumption.
Muhammad Ramzan Pahore, Dr Muhammad Shahzad, Sumera Memon. (2018) Online News Media Consumption in Malaysia and Pakistan Through the lenses of Uses and Gratification Theory, Asia Pacific, Vol-36, Issue 1.
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