Bahir Dar University

Faculty of Humanities

Department of Journalism and Communication

USE AND PREFERENCE OF SOCIAL MEDIA IN

BAHIR DAR UNIVERSITY: THE CASE OF
JOURNALISM AND COMMUNICATION
STUDENTS

NATINAEL YOHANNES

JUNE, 2015

Bahir Dar University

Faculty of Humanities

Department of Journalism and Communication

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USE AND PREFERENCE OF SOCIAL MEDIA IN BAHIR
DAR UNIVERSITY: THE CASE OF JOURNALISM AND
COMMUNICATION STUDENTS

Senior Essay

Submitted in Partial Fulfillment of the requirements for the

degree of Bachelor of Arts in Journalism and
Communication

By

Natinael Yohannes

Advisor

Adem Chaine (Assistant Professor)

June, 2015
Approval

The senior Essay entitled as “use and preference of social media in Bahir Dar University: the
case of journalism and communication students” by student Natinael Yohannes is approved for
the degree of Bachelor of Arts in Journalism and Communication.

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Board of Examiners

Name Signature

Advisor ________________________________ _________________________

Examiner _______________________________ __________________________

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 ACKNOWLEDGEMENT

First and for most I would like to thank my almighty God who helped me from the beginning to
the end.

I would like to express my heartfelt gratitude to my dear advisor Adem Chaine (Assistant
Professor) for his constructive comments and suggestions throughout the development of the
research paper.

Finally, I also would like to thank my families, friends and classmates for their financial,
material and moral support during my stay in Bahir Dar University.

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 TABLE OF CONTENTS
Content Page
ACKNOWLEDGEMENT..............................................................................................................................................................................................i
TABLE OF CONTENTS...............................................................................................................................................................................................ii
LIST OF TABLES..............................................................................................................................................................................................................iv
ABSTRACT...................................................................................................................................................................................................................v
CHAPTER ONE.............................................................................................................................................................................. 1

1. Introduction.............................................................................................................................................1
1.1 Background of the study....................................................................................................................1
1.2. Statements of the problem................................................................................................................3
1.3 Objectives of the study......................................................................................................................4
1.3.1 General objective........................................................................................................................4
1.3.2 Specific objectives......................................................................................................................4
1.4 Research questions............................................................................................................................4
1.5 Significance of the study...................................................................................................................5
1.6 Delimitation of the study..................................................................................................................5
1.7 Limitation of the study......................................................................................................................5
CHAPTER TWO.........................................................................................................................................6
2. Literature review.....................................................................................................................................6
2.1 What is social media?........................................................................................................................6
2.2 Use of social media............................................................................................................................7
2.3 Social media use by students.............................................................................................................7
2.4 Major types of social media...............................................................................................................8
2.4.1 Face book....................................................................................................................................8
2.4.2 Face book usage..........................................................................................................................8
2.4.3 Face book as social media...........................................................................................................9
2.4.4 Face book and education.............................................................................................................9
2.4.5 Twitter......................................................................................................................................10
2.4.6 Twitter and education...............................................................................................................11
2.4.7 You tube...................................................................................................................................11
2.4.8 Key benefits and features of you tube.......................................................................................11
2.4.9 Content accessibility of you tube’s video..................................................................................11
2.4.10 Blog........................................................................................................................................12
2.4.11 Some tips about blog...............................................................................................................12

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 2.5 Theoretical frame work....................................................................................................................13
2.5.1 The uses and gratifications theory.............................................................................................13
2.5.2 Historical development of (UGT).............................................................................................13
2.5.3 UGT and social media usage....................................................................................................14
2.6 Previous research works on the use of social media........................................................................14
CHAPTER THEREE.................................................................................................................................16
3. Methodology.........................................................................................................................................16
3.1 Research design...............................................................................................................................16
3.2 Sampling..........................................................................................................................................16
3.3 Reason for choosing purposive sampling........................................................................................17
3.4 Data gathering instruments..............................................................................................................18
3.5 Data analysis method.......................................................................................................................18
CHAPTER FOUR.....................................................................................................................................19
4. Data presentation and analysis...............................................................................................................19
4.1 Data presentation.............................................................................................................................19
4.2 Background of the respondents........................................................................................................19
4.2.1 Information based on gender or sex..........................................................................................19
4.2.2 Information based on age..........................................................................................................19
4.2.3 Information based on year of study...........................................................................................20
4.2.4 Time of registration to join social media..................................................................................20
4.3 Types of social media used by the students.....................................................................................21
4.4 Preference of social media platform by the students........................................................................22
4.5 Information based on duration to use social media..........................................................................23
4.6 Activities of students towards their usage habit of social media......................................................25
4.6.1 Reasons of the students to use social media..............................................................................25
4.7 Data analysis....................................................................................................................................26
CHAPTER FIVE.......................................................................................................................................28
5. Conclusion and Recommendations........................................................................................................28
5.1 Conclusion.......................................................................................................................................28
5.2 Recommendations...........................................................................................................................29
REFERENCES..........................................................................................................................................30
APENDEX...................................................................................................................................................32

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 LIST OF TABLES
Table 1 --------------------------- Information based on sex.

Table 2 -------------------------- Information based on age.

Table 3 --------------------------- Information based on year of study.

Table 4 --------------------------- Information based on time of registration to join social media.

Table 5 --------------------------- Information based on types of social media used by the students.

Table 6 --------------------------- Information based on preference of social media by the students.

Table 7 --------------------------- Information based on duration in using social media.

Table 8 --------------------------- Information based on activities of students towards their usage

. -habit of social media.

Table 9----------------------------Information based on primary reason for using social media.

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 ABSTRACT
The study was conducted at Bahir Dar University main campus, on Journalism and Communication
students. The aim of the study was to assess the use and preference of social media in Bahir Dar
University: The case of Journalism and Communication students. The researcher employed both
quantitative and qualitative method to collect and analyze the data. A judgmental sampling was used for
both sampling methods to collect the intended data. Uses and gratification theory was assisted the
theoretical frame work. Findings indicate that Bahir Dar University Journalism and Communication
students use face book, you tube, blog and twitter to gratify their specific social media needs; face book is
used and preferred by most of the students followed by you tube, blog and twitter consecutively because
of its accessibility and easy to use. The researcher recommends that: Most of the students prefer face book
rather than other social media; It is better also if they prefer and use blog to practice online journalism
to upgrade their potential and Journalistic activities for the rationale of updating themselves with new
media.

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 CHAPTER ONE
1. Introduction

1.1 Background of the study

New media technology is any type of application meant to transfer information via digital
techniques computerized systems or data network. It was established in the 20 th century. New
media technology is most readily associated with information and entertainment transfers. New
media changes daily and will continue to do, and involves and morph courteously. (Michael,
2013).

Social media are computer mediated tools that allow people to create, share or exchange
information, ideas and pictures or videos in virtual communities and networks. According to the
social media integration theory model the interactive social media platforms (face book, twitter,
you tube, blog …..) have radically changed the communication paradigm. And also the theory of
media convergence provides multiple tools for using social media allowing users to select level
of interactivity and convergence while self-directing content delivery.

Internet is one of the most known and vast media out let in the world. The convergence of all
traditional media into one out let can make it ability to move all types of data via the internet
with in the revolution of international information age.

Social media offer new and appealing possibilities to people to express themselves in a variety of
ways and freely participate in major events, because they are more decentralized, less
hierarchical and based on interest level. Social media platforms allow users to interact and
collaborate with each other as creators of user generated content, exploiting different tools,
interfaces, and software and storage facilities to add value. (Rantanen, 2007).

Among many communication systems, the modest and fastest communicating, entertaining,
educating and mobilizing system is reachable in social media platforms.
Currently people are the user of social media for their activity for many purposes like ask for
information, attend remote lectures, first hand research, learning games, book reviews, news
gathering, journal entries, create fake profiles, sharing archived videos and documents, posting

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educational content, practice foreign language with native speakers, create study group, post
events, share positive updates and documents, playing or downloading online games and the like.
(Richard, 2012).

The use of social media in higher education institutions are increasing in the user’s opportunities
to expose for updated societal issue, educational activity, entertainment, and newer information .
(Christen,2008). Through this students will have the chance to be conscious and friendly with the
social media society and the user of this media through their compound as well as their peer
mates and with other users. The above basic factor triggered the researcher to look into: use and
preference of social media in Bahir Dar University ፡ the case of Journalism and Communication
students.

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1.2. Statements of the problem

Social networks undergone a dramatic growth in recent years, such networks provide an
extremely suitable space to instantly share multimedia information between individuals and
neighbors in the social graph. Social networks provide a powerful reflection of the structure and
dynamics of the society of the 21st century and the interaction of the internet generation with both
technology and other people. These days using social media is becoming primary choice for
most internet users. (Christen, 2008).

When we come to the context of our country Ethiopia; According to Ethiopian

Telecommunication Agency: The number of Internet users in Ethiopia had increased in
enormous number due to bypass of the telecom infrastructure established by telecom service
provider.

Due to the infrastructure of Information and Communication Technology(ICT), expansion of

Wi-Fi centers and development of technologies; it become obvious to see that titanic number of
students are becoming social media users; especially in higher educational institutions. There is
continuous expansion of using internet and social media in our country; but miniature about use
and preference of social media, particularly among university students.

To dig out and reveal this vicinity the researcher initiated to conduct this study, since the area is
immense and first work for the researcher, the researcher obliged to delimit in Bahir Dar
University Journalism and Communication students.

The researcher inspired to make an assessment on this area after having a gap from previously conducted
two research papers. Two researchers Sileshie, (2014).Challenges and Opportunities of Face book
as media platform in Ethiopia and Wasihun, (2013).Face book use, experience and satisfaction
Bahir Dar University journalism and communication students. They conducted research. The
first paper is concerned on face book as media plat form throughout the country and the second
paper is about use, experience and satisfaction of face book in Bahir Dar University journalism
and communication students. Here, both researchers are concerned only on face book.

Therefore, in this study the researcher initiated to look for both face book and other social media
platforms in depth. Furthermore, the interest of the researcher is paramount reason to conduct

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such study because slight researches are conducted as compared with the radical and enormous
growth of social media usage and the increment of social media platform usage in higher
education students.

1.3 Objectives of the study

1.3.1 General objective

The general objective of this study is to assess the use and preference of social media in Bahir
Dar University: The case of Journalism and Communication students.

1.3.2 Specific objectives

 To identify the social media platform used by Bahir Dar University Journalism and
Communication students.
 To figure out the preference of social media platform by Bahir Dar University Journalism
and Communication students.
 To point out Bahir Dar University Journalism and Communication student's time
management on social media usage.
 To dig out the reason why Bahir Dar University Journalism and Communication students
use social media.

1.4 Research questions

This study will answer the following basic questions:

 What social media platforms are used by Bahir Dar University Journalism and
Communication students?
 Which social media do Bahir Dar University Journalism and Communication students
prefer more?
 To what extent do Bahir Dar University Journalism and Communication students use the
social media?
 Why Bahir Dar University Journalism and Communication students use the social media?

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1.5 Significance of the study

The study will have a significance of understanding use and preference of social media in Bahir
Dar University journalism and communication students. It can be also a circumstance study for
students of the field while they are taking/learning the course research. In addition to this, the
study can help as starting (ground stone) for other interested researchers who may conduct
research on similar area.

1.6 Delimitation of the study

In order to carry out this research it is very essential to delimit the scope of the study of as the
university is huge. Therefore, Journalism and Communication 2nd and 3rd year students with
social media juxtaposition and acquaintance were chosen for the purpose of the study.

1.7 Limitation of the study

Limitation encountered while conducting this research were lack of experience and financial
problem, but the researcher tackled them by consulting experienced instructors and searching
sponsor.

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 CHAPTER TWO

2. Literature review
2.1 What is social media?

Social media are computer-mediated tools that allow people to crate, share or exchange
information ideas pictures videos … in virtual communities and networks. It is defined as ‘’ a
group of internet-based application that build on the ideological and technological foundation of
web 2.0: they allow the creation and exchange of user generated content (UGC)’’ (Kaplan and
Heinlein, 2009). When Kaplan and Haenlien (2009) referred to web2.0, they meant the
‘’beginning’’ of the software developers and users to use the World Wide Web as a ‘’platform to
creating and modifying’’ online content.

Furthermore, social media depend on mobile and web-used technologies to create highly
iterative platforms through which individuals and communities share, co-create, discuss and
modify user generated content. They introduce substantial and pervasive changes to
communication between organization, communities and individuals.

Social media are different from traditional or industrial media in many ways, including quality,
reach, frequency, usability, and performance. There are many effects that stem from internet
usage. According to Nielsen, internet users continue to spend more time with social media sites
than any other type of sites. At the same, the total time spent on social media in United States
across personal computer and mobile devices increased by 99 percent to 121 billion minutes in
July 2012 compared to 66 billion minutes in July 2011. (Neil, 2012).

Social media technologies take on many different forms including magazines, internet forms,
weblogs, social blogs, micro blogging, wikis, social network, podcast, photographs or pictures,
videos, rating and social marketing.

Technologies include blogging, picture sharing, blogs, wall-posting, music-sharing, crowd

sourcing and voice over IP, to name a few social network aggregations can integrate many of the
platforms in use. Social media are technologies that facilitate social interaction, make possible
collaboration, and enable deliberation across stakeholders. These technologies now include

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blogs, wikis, media (audio, photo, videos, text) sharing tools, networking platforms (including
face book, twitter, you tube) and virtual words. (Boyed &Ellison, 2007).

The use of social media has revealed globally in recent years. As of July 2011 , face book passed
750 million users , linked in had over 100 million members , twitter had over 177 million tweet
per day , and you tube reached 3 billion views per day.

2.2 Use of social media

Most of the theories on media explained about the effects using that media on people or users.
According to users and gratification theory users have more powerful (active); means people do
with media rather than what media dose with people.

There are several needs and gratification for people they are categorized in to five categories;

 Cognitive needs: people use media for acquiring knowledge

 Affective needs: includes all kinds of emotion, pleasure and other modes of the
people.
 Personal integrative needs: is self- steam need-people use media to reassure their
status, pain credibility and stabilized.
 Social integrative needs: it encompasses the need to socialize with family, friends
and relations is the society.
 Tension free needs: people sometimes use the media as means of escapism and to
relive from tension.

This particular finding coincides with post research which suggests that the establishment of
intimacy and quality with in personal relationship develops through the participation in shared
activities and discussion of shared interests and personal issues. (Jason & Erik, 2011).

2.3 Social media use by students

Today’s college and university students are exposed to all types of technologies in many aspects
of their lives. On a daily basis they use desktop computers, laptops, e-readers, tablets and cell
phones. To engage actively in social net-working, text messaging, blogging, content sharing,
online learning and much more students use social media.

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A recent report from the few research contents internet and America life project highlights these
of social media in the United States: indicate that the number of social media users are increasing
in an alarming rate. Likewise the practice is revolving around world due to sophisticated
technology. (Richard, 2012).

2.4 Major types of social media

2.4.1 Face book

Face book is a social networking services launched in February 2004, owned and operated by
face book; INC. it was founded by Mark Zuikerberg with these college roommates and fellow
Harvard University students Eduardo Saverin, Andrew Micoolum, Dustin Moskovitz and
Hughes.

Face book is a popular free social networking website that allows registered users to created
profiles upload photos and videos send messages and keep in touch with friends, families and
colleagues .It offers and a range of privacy options to its members. A member can make on
his/her communication visible to everyone he/she can block specific connections or can keep on
his/her communication private.

Today face book is the world’s largest social networks with more than 1 billion users worldwide.
The city which is available in 37 different languages includes public features such as:

 Groups- allow members who have common interests to find each other and interact.
 Events- allow members to publicize an event. Invite guests and track who plans to
attends.
 Pages – allows a member to create and promote public page built around a specific topic.
 Presence of technology- allows a member to see which contact online and chat.
 Market place- allows a member to post, read and respond to classified advertising. (Leah
& Sonia, 2006).

2.4.2 Face book usage

Face book allows people to interact, share photo and fin people. In addition to using face book
for social purpose, many people use it professionally for practicing journalistic networking and

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also for business networking. Face book is available to anyone with a valid email address .face
book members can join networks based on their interest and affiliate on. (Lego, 2009).

Most face book users post their real nether some post both first and last name, others name last
initial your real name is most helpful in letting friends find you online. Face book gives you the
opportunity to post a variety of other information about yourself, such as your educational and
work histories, your contact information. Your relationship status and lists of your fluorite books,
movies and music.(Mark,2012).

2.4.3 Face book as social media

Now data from come score has revealed that time spent on face book in US during the month of
august 2010 surpassed the time span on Google sites for the first time in history; that includes all
of Google’s properties as in you tube, Gmail, Google buzz, the whole lot them.

When face book became the most listed site in the US for the first time in its short but meteoric
history, it became popular and more preferable.

Face book’s providing base of more than 500 million active users, it became potential site for
business, advertising, education, and other online related utilizing social network .(Joseph,
2012).

2.4.4 Face book and education

Face book has, admittedly been making many inroads into education over the last few years. Be
it for or against its use in education students are deeply immersed into this social network, face
book has become part and parcel of their everyday life.

Here are some of the benefits that students harvest from their effective use of face book:

-relaxed, friendly and inviting atmosphere which encourages students’ participation and
engagement.
-students feel comfortable learning through face book because most of them use it every
day.
-face book can promote collaboration and social inter change between participants.
-students get engaged about their learning outside the class room.

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2.4.5 Twitter

Twitter is an online social networking service that enables users to send and read short
140.charater messages called “tweets”. It was created in March 2006 by Jack Dorsey, even
Williams, Biz stone and Noah Glass and launched by July 2006.

Twitter has become internationally identifiable by its signature bird logo. The original logo was
in use from its launch in March 2006 by jack Dorsey, even Williams, biz stone and Noah glass
and launched by July 2006.

Twitter has become internationally identifiable by its signature bird logo. The original logo was
in use from its launch in March 2006 until September 2010. Tweeters are publicly visible by
default .but senders can restrict messages delivery to their followers. Users can tweet via the
tweeters website, compatible external application (such as for smart phones), or by short
message service (SMS) available in certain countries. (Gareth& Richard, 1999).

The service rapidly gained worldwide popularity .with more than 100 million users who in 2012
posted 340 million tweet per day. Tweeter is responsible for assigning the blue check mark, and
it is frequently applied to the accounts of notable people in politics music, movies, business,
fashion, government, sport, media and journalism.

The owner of verified accounts can also access additional features that are not available to
standard tweeter-account holders.

These features include:

1. The ability to view information about their followers and their involvement on
twitter.
2. The ability to choose how their notifications and mentions are presented.
3. The ability to receive direct message from all followers or only selected
followers.

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2.4.6 Twitter and Education

Twitter has been adopted as a communication and learning tool in educational setting mostly in
colleges and universities. It has been used as a backchannel to promote student interaction,
especially in large lecture courses.

Research has found that using twitter in college courses helps students communicate with each
other and faculty promotes informal learning allows shy students a forum for increased
participation , increases student engagement, and improves overall course grades.(Wiebeck &
Andy, 2012).

2.4.7 You tube

You tube is a video-sharing website that founded by Stevenchen, Chad Twaeley and Jawelkarim
in February 14, 2005 at California, united states. The site allows users to upload, view and share
video sand it makes use of Adobe Flash video and HTMLS technology to display a wide variety
of users-generated and corporate media video. Available content includes video clips, TV clips,
music videos and other content such as video blogging, short original videos and educational
videos. (Boyd, 2007).

2.4.8 Key benefits and features of you tube.

 Create an account to share videos up to 15 minutes long with your family and friends.
 Use t you tube edit facility to create a movie with music and other features.
 Restrict who views your videos with you tube’s privacy option.
 Search the archive for your favorite clips.
 Comment and rate movies you have watched.
 Match a full-length feature film on your device
 Uses you tube’s caption and subtitle facilities and take advantages of its 3D and HD (high
definition) capability.

2.4.9 Content accessibility of you tube’s video

You tube offers the ability to view its videos on web pages outside their website. Each you tube
videos is accompanied by piece of HTML that can be used to embed it on any page on the web.

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You tube videos in social networking pages and blogs. Users wishing to post a video discussing,
inspired by or related to another user’s video are able to make a “video response”. You tube dose
not usually offer a download link for its videos, and intends for them to be viewed through its
website interface.

2.4.10 Blog

A blog is a discussion or informational site published on World Wide Web and consisting of
discrete entries (“posts”) typically displayed in reverse chronological order (the most recent post
appear first).

The emergence and growth of blogs in the late 1990’s coincided with the advent of web
publishing tools that facilitated the posting of content by non-technical users. A majority is
interactive, allowing visitors to leave comments and even messages each other on the blogs, and
it has this interactivity that distinguishes them from other static websites. (Christen, 2008).

Many blogs provide commentary on a particular subject; others function as more personal online
diaries; other function more as online brand adverting of a particular individual or company. A
typical blog combines text, images and links to its topic. The ability of readers to leave
comments in an interactive format is an important contribution to the popularity of many blogs.
Most blogs are primarily textual, although some focus on art (MP3 blogs), and audio (podcast),
Micro blogging is another type of blogging, featuring very short posts. In education, blogs can be
used as instructional resources. These blogs are referred to as edu-blogs(educational blog).

2.4.11 Some Tips about blog

Blog is a frequently updated online personal or diary. It is a place to express yourself to the
world. A place to share your thoughts only your passions.

Blog-a journal or diary on the internet.

Blogger- a person who keep a blog.

Blogging- the action of writing a blog.

-it is the way of sharing your passing with the word.

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Originally blogs were known primarily as places for people to write about their day-to-day
activities. (Boyd, 2007).

2.5 Theoretical frame work

2.5.1 The uses and gratifications theory

Uses and gratification theory (UGT) is an approach to understanding why and how people
actively seek out specific media to satisfy specific need. It is an audience- centered approach to
understand mess communication based on the basic assumption of:

1. As people eat to satisfy their cravings ,U&G assumes that people have needs that
they seek to gratify through media use
2. A media users seeks out a media source that best fulfills their needs
3. People use media to get specific participations
4. People bend the media to their needs more readily than the media overpower them
5. People have enough self-awareness of their media use, interests and motives to be
able to provide researchers with an accurate picture of that use
6. Value judgment of media content can only be assessed by the audience.

2.5.2 Historical development of (UGT)

In 1940’s series of studies conducted to identify people’s motives foe listening to certain radio
programs. In 1970’s researchers began to categorize the various motives for media use. And
others developed their own typology for gratifications.

Rosengren and Windah suggest that media uses and effects should be linked. This theory sharply
contradicts with magic bullet theory which states the evidence is passive.

Media users play an active role in choosing and using the media users look for the best possible
choices to satisfy their needs, break downs homogeneous audience and finally it thoughts; rather
than talking about how media influence its evidence , U & G focuses on how people make use of
media to gratify their needs.

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2.5.3 UGT and social media usage

Recent researches has looked at social networking services, personal and subject based blocks ,
twitter, you tube and internet forums put together to study the U & G in posting social content
,the relationship between gratifications and narcissism , and the effects of age on their
relationship and these gratifications.

Users have motivations of the following overall:

 Social and affection

 Need to vent negative feelings
 Recognition
 Entertainment
 Cognitive needs

Therefore, U & G and social media usage have such correlation. And also it has the following
three basic objectives in developing U & G.

I. to explain how individuals use mass communication to gratify their needs

II. to discover underlying motives for individuals media use
III. to identify the positive and negative consequences of individuals media use.(Joseph
& Robert 2012).

2.6 Previous research works on the use of social media

The approach social media and use it for research and development into two different: social
media monitoring and directly seeking customer feedback. This is feasible even for a small
business or one with our research and development budget.

The first approach is to use social media monitoring together intelligence about company,
product or service, competition or industry.

By listening to online conversations about certain topics your customers might be talking about,
you can gather competitive intelligence that can inform your decision making and produce a
better offering. (Jason& Erik , 2011).

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A second approach is that openly participating in social media and build purposeful relationships
and connection with your actual customers so you can turn to them into your focus group. As an
activity social media participant building followers on face book, twitter readers of your blog or
even subscribes to your email newsletter ….. You’re essentially growing your potential focus
group every day. (Jason&Erik, 2011).

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 CHAPTER THEREE

3. Methodology
3.1 Research design

The study employed both quantitative and qualitative methods. Through quantitative
methodology the researcher aimed at achieving to gather the overall necessary data from targeted
group. Qualitative method also used to triangulate the data from quantitative data. According to
the above qualitative research is a situated activity that locates the observer in the world. It
consists of a set of interpretive, material practices that make the world visible.

Quantitative research is the collection and analysis of numerical data in order to explain, predict
and/or control phenomenon of interest.

Quantitative research generally has little personal interaction with the participants they study
since most data are gathered using paper and pencil, on interactive instrument. Underlying
quantitative research method is the belief or assumption that we inhabit relatively stable, uniform
and coherent world that we can measure, understand and generalize about it. (Harwell, 2011).

Using a combination of qualitative and quantitative data can improve an evaluation by ensuring
that the limitations of one type of data are balanced by the strengths of another. This will ensure
that understanding is improved by integrating different ways of knowing. (Reinard, 1998).

Due to this the researcher used both qualitative and quantitative methods.

3.2 Sampling

Sampling is the process of selecting a number of participants for a study in such a way that they
represent the large group from which they were selected. A sample is made up of individuals,
items or event selected from a large group referred to as a population. (Harwell, 2011).

Purposive sampling strategy is non probability sampling technique where the researcher selects
units to be samples based on their knowledge and professional judgment. As (Gay,2006) Non-
probability sampling, also called non – random sampling ,is the process of selecting a sample

16
using a technique which does not permit the researcher to specify the probability or chance, that
each member of population being selected for the sample.

The researcher has total population of 104 journalism and communication students which are
gotten from the whole batches; from 1st year up to 3rd year.

The researcher selected 71 of samples which are taken from 2 nd and 3rd year journalism and
communication students by excluding 1st year students; because they are not specifically targeted
for this study due to the course "online journalism production" which they don't take/learn.

For quantitative method, the researcher used random sampling. By taking 5 students from total
samples the researcher employ in-depth interview to triangulate the data collect by questionnaire.
These 5 students are selected randomly from the samples; because those students were selected
from previous 71 samples to triangulate the data from quantitative.

3.3 Reason for choosing purposive sampling

The researcher needs purposive sampling in the study because of the following reasons.

When the researcher began to study the paper he think and assume the good information will get
from journalism and communication students; because targeted group, 2 nd and 3rd year journalism
and communication students have taken the course called «online journalism production»
therefore they are obliged to have the account of face book, blog and twitter and also there are
different social media which taken by the targeted group.

So, the researcher think as a near future journalists and communication experts those students
who have very close relationship with social media like face book, twitter, blog and you tube
can us tell their experience that could selected them.

The researcher also assumes that journalism and communication students may use social media
more than other program students; because journalism by itself has very sandwiched linkage
with social media as to be good journalist by improving their knowledge .

17
3.4 Data gathering instruments

 Questionnaire: - was the tool that the researcher used to collect the required data
throughout the study. The questionnaire incorporates both open and closed ended
questions to get the intended data.

The researcher used questionnaires for the sake of its quick result, stable, consistent and
uniform measure and also it can be completed at respondents convince.

 Interview: - was also part of the tool, because in-depth interviews are useful when you
want detailed information about a person’s thoughts and behaviors or want to explore
new issues in depth.

3.5 Data analysis method

After the required data and information was gathered and well collected, it was analyzed by
quantitative methodology; the numerical values are used to interpret the quantitative data by
table and percentage; the qualitative data were also analyzed in paragraph form.

18
 CHAPTER FOUR
4. Data presentation and analysis

This chapter deals on presenting and analyzing the data which were found through questionnaire
and interview. The feedback of students were obtained by using structured questionnaire and in-
depth interview, which is intended to understand the use and preference of social media by those
students.

The gathered data from the respondents were presented in the following way:

4.1 Data presentation

4.2 Background of the respondents

4.2.1 Information based on gender or sex

Sex No of students Percentage

F 24 33.8 %
M 47 66.2%

Total 71 100%

Table 1, information based on sex

The table shows that out of the 71 of the sample, 47(66.2%) of the respondents were males,
while the remaining 24 (33.8%) are females. This indicates that there are more male respondents
than female respondents.

4.2.2 Information based on age

Age No of students Percentage
>20 9 12.67%
21-25 55 77.46%
25< 7 9.85%
Total 71 100%
Table 2, information based on age.

19
As the table, the greatest number of samples were found in the age (21-25) which covers 77.46
%( 55) out of total number. This indicates that, from the total samples most of the social media
users were found in the age between 21-25 years old.

4.2.3 Information based on year of study

Year of study No of students Percentage

nd
2 year 31 43.66 %
rd
3 year 40 56.33%
Total 71 100%
Table 3, information based on year of study

As indicated in the above, out of 71 total samples 40(56.33%) are 3 rd year students. While
theremain 31(43.66%) shows 2nd year journalism and communication students.

4.2.4 Time of registration to join social media

Registration year No of students Percentage

Between 6 months to 1 year 6 8.45%

Between1 - 2 years 13 18.3%
2 _ 3 years 23 32.39%
More than 3 years 29 40.84%
Total 71 100%
Table 4, information based on time of registration to join social media

As indicated in the table, student who join social media more than 3 years covered 29
(40.84%),2-3 years covered 23(32.39%),between 1 year - 2 year covered 13(18.3%) and
between 6 months to 1 year covered 6(8.45%) of the total number.

Based on this finding most of Bahir Dar University journalism and communication students join
social media before 2 years.

4.3 Types of social media used by the students

In order to address what social media platforms are used by Bahir Dar University Journalism and
Communication students, the researcher presented and find out the following information based
on the feedback of respondents and interviewees.

Type of social media No of students Percentage

20
Face book 68 95.77%
You tube 37 52.12%
Twitter 16 22.54%
Blog 29 40.84%
Table 5, information based on type of social media

As indicated in the table, out of 71 total samples 68 (95.77%) use face book, 37 (52.12%) use
you tube, 29 (40.84%) use blog and 16 (22.54%) use twitter. Based on the finding face book, you
tube, blog and twitter are the social media platforms which were used by Bahir Dar University
Journalism and Communication students.

The purpose of interview mentioned below was to support the information provided by the
respondents in the questionnaire and which has been analyzed quantitatively. The objective of
the interview was to get more information on the use and preference of social media in Bahir Dar
University journalism and communications students, apart from the options provided for the
respondents’ in the questionnaire to triangulate the data.

The interview was conducted in an attempt to find out the students’ use and preference of social
media.

1) Which social media do you use and why?

- Interviewee 1from 2nd year

“I use face book, twitter, blog and you tube for different activities like entertainment, education,
and for seeking information.”

Face book - for chatting, posting my thought a feeling, follow up events, and the like.

Twitter - to follow up major events, especially about the celebrities. I also post my view point

about different issues.

Blog - to write my diary online and again to read others diary. I also write and post news and
events.

You tube - to down load movies, spiritual songs and videos, lectures and documentaries.

- Interviewee 2 from 3rd year

21
“I use face book and you tube for entertainment and educational purpose.”

Face book - to contact with my friends, to follow different events, posting photos, group chat.

You tube - to attend educational lectures.

- to watch movie and sport shows.

4.4 Preference of social media platform by the students

In order to address which social media do Bahir Dar University Journalism and Communication
students prefer more? The researcher presented and find out the following information based on
the feedback of respondents and interviewees.

Type of social media Frequency of preference Percentage

Face book 46 64.78%

You tube 12 16.9%

Twitter 4 5.63%

Blog 9 12.67%

Total 71 100%

Table 6, information based on preference of social media

As indicated in the table, Samples who prefer face book were 46(64.78%),who prefer you tube
were 12(16.9%),who prefer twitter were 4(5.63%) and who prefer blog were 9(12.67%) from out
of total samples. The researcher find out that face book is most preferred social media platform
by the students followed by you tube, blog and twitter.

The purpose of interview mentioned below was to support the information provided by the
respondents in the questionnaire and which has been analyzed quantitatively. The objective of
the interview was to get more information on the use and preference of social media in Bahir Dar
University journalism and communications students, apart from the options provided for the
respondents’ in the questionnaire to triangulate the data.

The interview was conducted in an attempt to find out the students’ use and preference of social
media.

22
2) Which social media do you prefer more and why?

- Interviewee 3 from 3rd year

“I prefer face book and you tube, because via face book I can contact with several face book
friends and peoples easily and also I can access it easily.”

“You tube is my second preference because I like watch and download movies, songs, comedies,
academic lectures, and dramas.”

- Interviewee 4 from 3rd year

“I prefer face book and blog, via face book I can get mass friends easily who are not in my
surrounding and also it is easy to use and access it.”

“Blog is my second choice; I writing my diary online therefore I use log to share my diary and
also I write and post news, happeningin my surrounding and the like.”

4.5 Information based on duration to use social media

In order to address to what extent do Bahir Dar University Journalism and Communication
students use the social media? The researcher presented and find out the following information
based on the feedback of respondents and interviewees.

Time spent per day Number of student Percentage

Above 10 minutes, less than 30 minutes 10 14%
More than 30 minutes, less than 1 hour 18 25.35%
1 hour and 30 minutes 31 43.66%
More than two hours 12 16.9%
Total 71 100%
Table 7, information based on duration to use social media

As indicated in the table , students who spent their time on social media covered that : above 10
minutes, less than 30 minutes 10(14%), more than 30 minutes, less than 1 hour 18(25.35%), 1
hour and 30 minutes 31(43.66%) and more than two hours 12(16.9%) out of the total number.
The researcher understood that most of the students spent their time on social media per day is
that 1 hour and 30 minutes.
23
The purpose of interview mentioned below was to support the information provided by the
respondents in the questionnaire and which has been analyzed quantitatively. The objective of
the interview was to get more information on the use and preference of social media in Bahir Dar
University journalism and communications students, apart from the options provided for the
respondents’ in the questionnaire to triangulate the data.

The interview was conducted in an attempt to find out the students’ use and preference of social
media.

3) To what extent do you use social media?

- Interviewee 5 from 2nd year

”I can say every day, I use social media like face book, you tube and blog averagely around at
least 2 hours per day. I use face book frequently compared with you tube and blog.”

4.6 Activities of students towards their usage habit of social media

Some

Every day
Always
Never

Total
times

No Activities
Usually

1 Download (PDF, No 4 24 16 6 21 71
% 5.6% 33.8% 22.53% 8.45% 29.6% 100%
music, video ...)
2 Chat No 6 3 20 17 25 71
% 8.4% 4.22 % 28.16% 23.9% 35.21% 100%
3 Suggestion and No 2 17 22 14 16 71
% 2.8% 23.9% 31% 19.7% 22.5% 100%
comment
4 Follow up events No 11 14 8 26 12 71
% 15.5% 19.7% 11.26% 36.65 16.9% 100%
5 Informing others No 5 19 17 21 9 71
% 7% 26.7% 23.9% 29.5% 12.6% 100%
6 Reading news No 3 17 24 15 12 71
% 4.22% 23.9% 33.8% 21.1% 16.9% 100%

Table 8, information based on activities of students towards their usage habit of social
media.

24
Based on the table, respondents who use of social media: for download who said sometimes were
24(33.8%) ,respondents who use social media: for chat who said every day were 25(35.21 %)
,respondents who use social media: for giving suggestion and comment who said usually were
22(31%),respondents who use social media: for follow up events who said always were
26(36.6%), respondents who use social media for: informing others who said always were
21(29.5%),and respondents who use social media: for reading news who said usually were
24(33.8%) from out of total samples. This all are the highest percentage.

4.6.1 Reasons of the students to use social media

In order to address Why Bahir Dar University journalism and communication students use the
social media? The researcher presented and find out the following information based on the
feedback of respondents and interviewees.

Primary reason using for NO. of students Percentage

Education 21 29.6 %

Entertainment 34 47.8%

Information 16 22.5%

Total 71 100%

Table 9, information based on primary for using social media

From the table, out of total samples 34(47.8%) respond that they primarily use social media to
gratify their affective and tension fee needs for entertainment, 21(29.6%) respond that they
primarily use social media to gratify their cognitive and personal integrative needs for education
and 16(22.5%) respond that they primarily use social media to gratify their social integrative and
recognition needs for seeking information.

Generally, the researcher figured out that the students primarily use social media for entertaining,
educating and informing themselves consecutively.

25
4.7 Data analysis

The finding of this study showed that, there are more male respondents than female respondents
by having (66.2%) from the total sample. From the total sample most of the social media users
were found in the age between 21-25 years old by having (77.46%).Based on year of study 3rd
year students weight in number compared with 2nd year students; because the total number of
3rd year students were more than that of 2nd year students. In terms of time to join social media,
based on table 4 most of the students joined social media before two years.

As uses and gratification theory is an approach to understand why and how people actively seek
out specific media to satisfy specific needs. Here students use different types of social media like
face book, you tube, blog and twitter to satisfy their cognitive, affective, personal integrative,
social integrative and tension free needs. Based on this study face book has (95.77%) users, you
tube has (52.12%) users, blog has (40.84%) users, and twitter has (22.54%) users out of total
sample. Most of the students use face book rather than other types of social media platforms.

Uses and gratification theory suggests that media users play an active role in the communication
process and are goal oriented in their media use. Accordingly in this study students have their
own social media use and preference to satisfy their needs by their own choice. Based on the
finding face book is preferred by (64.78%) of the students, you tube is preferred by (16.9%) of
the students, blog is preferred by (12.67%) of the students, and twitter is preferred by (5.63%) of
the students primarily from the total sample. This indicates that face book is the most preferred
social media platform by Bahir Dar University journalism and communication students followed
by you tube, blog and twitter. Due to its accessibility and relatively demands less connection and
also mass of the students afford it.

Since, time is basic thing to do anything, the researcher find out that the extent of time in using
social media by the students. Based on the finding of table 7 the researcher figured out that most
of the students spent their time on social media per day is 1 hour and 30 minutes. This figure tell
us that most of the students consume social media much of the time.

Based on the relationship of uses and gratification theory (UGT) and social media usage; users
have motivations of social affection, need to vent negative feelings, recognition, entertainment
and cognitive needs. Under this study the researcher find out that the students use social media

26
for: seeking information, educational searches, message boards, relaxing, posting their feeling,
downloading music and videos, sharing photos and comment on them, blogging, follow up
events, practicing online journalism, exchanging information and views which positioned in
table 9 .

Generally, the researcher figured out that the students use social media for educating, informing
and entertaining themselves.

CHAPTER FIVE

5. Conclusion and Recommendations

5.1 Conclusion

As stated earlier in chapter one, the core purpose of this study was assessing the following
research objectives:

 To identify the social media platform used by Bahir Dar University Journalism and
Communication students.
 To figure out the preference of social media platform by Bahir Dar University Journalism
and Communication students.
 To point out Bahir Dar University Journalism and Communication student's time
management on social media usage.
 To dig out why Bahir Dar University Journalism and Communication students use social
media.

In order to address these objectives, the researcher employed questionnaire and interview as data
collection tool.

After analyzing and interpreting the data the following outcomes were found:

27
  Bahir Dar University journalism and communication students use face book, you tube,
blog and twitter to gratify their social affection, need to vent negative feelings,
recognition, entertainment and cognitive needs.
 The researcher find out that face book is used by most of the students followed by you
tube, blog and twitter consecutively.
 Most of the students prefer face book rather than other social media because of its
accessibility, affordability and easy to use.
 Mass of the students spent their time on social media per day is averagely 1 hour and 30
minutes.
 The researcher find out, activities of students towards their usage habit of social media.
respondents who use of social media: for download who said sometimes were highest in
percentage, respondents who use social media: for chat who said every day were highest
in percentage, respondents who use social media: for giving suggestion and comment
who said usually were highest in percentage ,respondents who use social media: for
follow up events who said always were highest in percentage, respondents who use social
media for: informing others who said always were highest in percentage, and respondents
who use social media: for reading news who said usually were highest in percentage from
out of total samples. This indicates that there is difference of interest in using social
media.
 Based on the collected data the researcher figured out that the students primarily use
social media for entertaining, educating and informing themselves consecutively.

5.2 Recommendations

Since the use and gratifications of a particular medium have its own nature and character to be
selected and gratified, the users should be selective of their uses and gratifications on using
social media. The use and preference of social media that the students gratify should be not
getting addiction and wasting their time on those media.

Based on the findings and the conclusions drawn from the study, the following recommendations
are suggested.

28
  Most of the students prefer face book rather than other social media; It is better also if
they prefer and use blog to practice online journalism to upgrade their potential and
journalistic activities for the rationale of updating themselves with new media.
 Since social media are educating, informing and entertaining, with immense options, it is
better to use and develop both educational and informational exploit beyond
entertainment in massive.
 The finding indicates that most of the students use social media, especially face book for
entertainment; it is better to follow up and check whether students are using and
developing it for journalistic exercise via social media while instructors are teaching
online journalism production course.
 It will be best, if the stuff of the field prepared an opportunity for the student to learn
more about the type and practice of some other new media. For example linked in.
 It is better to conduct some other studies to find out more detailed facts and information
about use and preference of social media.

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Sileshie, S. (2014).Challenges and Opportunities of Facebook as media plat form in Ethiopia:
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APENDEX

Bahir Dar University

Faculty of humanities program of journalism and communication

First, I would like to express heartfelt gratitude for your willingness to fill the following
questionnaires. This questionnaire paper is used to gather inputs from student’s feedback and
general reflection about “use and preference of social media in Bahir Dar University: the case
of journalism and communication students”for first degree graduate students research paper.

Details and information about the respondents of this questionnaire will remain confidential. The
information gathered from this questionnaire will only be of statistical use in the research
project.

INSTRUCTIONS

PART 1

31
Personal data

Please, thick sign (X) in the box for your answer

1. Gender female male

2. Age -----------------

3. Year of study 2nd year 3rd year

PART 2

4. What kind of social media platform do you use? [You can thick multiple items if necessary]

Face book YouTube if others write here ---------------

Twitter blog -------------------------------------------

5. Which social media platform do you prefer more?

Face book YouTube if others write here ---------------

Twitter blog -----------------------------------------

Reason
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
-----------------------------------------

6. How long has it been since you start using social media?

More than 6 month and less than 1 year 2 _ 3 years

More than 1 year and less than 2 years more than 3 years

7. How much time do you use social media per day?

More than 10 minutes, less than 30 minutes 1 hour and 30 minutes

More than 30 minutes, less than 1 hour more than 2 hours

32
8. Why do you use social media?

-------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------

PART 3

Please, thick the sign (X) in the box according to your social media usage habit. The following
five (5) options are listed to choose and thick in the place that you are practicing in.

1) Never 3) Usually 5) Everyday

2) Sometimes 4) Always

No. Questionnaire 1 2 3 4 5
1 Download

2 For chat
3 Giving suggestion and comment
4 Follow up events
5 Informing others
6 Reading news

INTERVIEW QUESTIONS

1) Which social media do you use and why?

2) Which social media do you prefer more and why?

3) To what extent do you use social media?

33
Declaration

I, the undersigned, declared that the senior Essay comprises my own work. In compliance with
internationally accepted practices, I have duly acknowledged and referenced all materials used in
this work. I understand that non-adherence to the principles of academic honesty and integrity,
misrepresentation/fabrication of any idea/data/fact/source will constitute sufficient ground for
disciplinary action by the university and can also evoke penal action from the sources which
have not been properly cited or acknowledged.

____________________

Signature

_Natinael Yohannes_

Name of the Student

34
 __BDU0506876UR

University Id. Number

____________________

Date

35