Women's Facebook Uses and Gratifications
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With over one billion users worldwide, Facebook is leading the social media revolution and women account for the majority of users. But why are women so enamored with Facebook? Based on uses and gratification theory, the aim of this research is to identify the reasons female college students use Facebook in comparison with Herta Herzog's seminal study of women's uses and gratifications of radio serials from the 1940's. After conducting in-depth interviews with 20 female college students, their uses and gratifications are analyzed to determine if there is a relationship to Herzog's findings. In spite of the inherent technological differences between radio and the internet, the in-depth interview results upheld the relevance of Herzog's original study by identifying wishful thinking, emotional release, and information and advice as three primary uses and gratifications of Facebook users. The implications of these findings and this approach are discussed.