Social Media and Gratification
Social Media and Gratification

Summary/Abstract: This contribution aims to explore the ways in which User Generated Content (UGC) has been acknowledged and validated as a concept that has revolutionized the way audiences are seen to interact with the Internet, and how given the critical amount of UGC-related net-activities, it has been reasonably claimed that the shift in the role of users of the social media has transformed the media ecosystem. Consequently, the early notions of the media producers and audiences rapport and ratio needed to be revisited, and the uses and gratifications theory as applied to the social media now housing most of people’s interactions with the Internet needs reconsideration.

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