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Various investigations have explored the uses and impacts of new media
technology. Particularly after the introduction of internet, the global
village has undergone multiple changes. Initially the researchers conducted
studies to find out the uses of internet but gradually the scholars shifted
their interest in the domain of Social Networking Sites (SNS). This trend is
still in progress and the researchers are deeply concerned with the uses of
SNS among youth.
This study also intends to find out the uses of SNS (Facebook is selected for
this current exploration) among women. Facebook is usually considered as
an interactive, time wasting and communicative activity for youth. With
male, the female use of Facebook is visibly growing rapidly in Pakistan. In
Pakistan where combined gathering of different genders is not appreciated,
in this situation SNS have removed their barriers.
The specific objective of this study is to measure the time spent on
Facebook, mostly the activities in which they are involved and needs which
they gratify through the use of Facebook. Students of Fatima Jinnah
Women University and International Islamic University (Female Campus)
were participants of the study. Like previous investigations, the present
study found out that women use Facebook for interaction, communication,
pastime, socialization, visual sharing and escapism. One growing factor ie
for the development of romantic relations and searching and contacting
unknown people is also considerably important according to Pakistani
culture.
In short, the findings of the present study are consistent with the Uses and
Gratification investigations that women in Pakistan also use Facebook to
gratify their social integrative needs mostly.
Dr. Saqib Riaz, Iffat Ali Aksar, Saadia Anwar Pasha. (2016) Social Media And Women: A Gratification Analysis, The Women - Annual Research Journal of Gender Studies, Volume-08, Issue-1.
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