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A main focus for my previous blog, ‘All the World’s a Stage’, was that web users utilise the internet, social media and gaming to seek and express identity, and that this identity construction is based largely on extrinsic factors.
To gain further insight, I decided to take a look at Korgaonkar and Wolin’s (1999) research which applies the Uses and Gratification theory to Web usage. Although I am aware that the Web Uses and Gratifications approach is possibly more useful for Advertising and Marketing when investigating potential consumer targeting for example, I felt that it would be helpful to begin to unfold the assertion that not all web use is motivated by the need to externally validate one’s identity.
Key factors of Korgaonkar and Wolin’s research relative to this point are that web use can be motivated by information, social escapism, socialisation and interactive control. This made me reflect whether for example, despite social media users often seeming to exhibit voyeuristic behaviours, it can be argued that they are seeking solace in the web for its entertainment value or to freely express thought without necessarily seeking validation from others.
As the comment on my blog suggested, some users cite altruistic reasons for their participation online in the effort to contribute to an online community in a positive way or through moral obligation to a group.
From this short discussion, in terms of online identity – if related to a concept such as Uses and Gratifications – I think it is fair to say that online participation is not always motivated by external verification factors.
Reading:
Korgaonkar, P. K., and Wolin, L.D., 1999. A Multivariate Analysis of Web Usage. Journal of Advertising Research. Available from here [Accessed March 09].
Lee, S., 2004. The Uses and Gratifications Approach in the Internet Age. In: Annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online. Available from: http://www.allacademic.com/meta/p113437_index.html [Accessed March 09].
