Decoding Media Motivation: Exploring the News Consumption Patterns of Pakistan’s Media Academics

Abstract

This study investigates the relationship between media functions and audience gratifications sought by media academics in Pakistan, with a focus on understanding how various functions of the news media influence the preferences and motivations of academics in their consumption of media content. The study is grounded in the uses and gratifications theory, which posits that individuals actively seek out media content to fulfill specific needs and gratifications. While this theory has been widely studied in the context of general audiences, there is a notable gap in research regarding its application to media academics, who possess specialized knowledge of media processes and theories. By addressing this gap, the study aims to contribute to a deeper understanding of how media functions shape the information-seeking behaviors, social interactions, emotional responses, and mobilization efforts of media academics. Additionally, the study seeks to provide insights into the preferences and motivations of media academics regarding their consumption of news media content. The study employs survey method. The questionnaire is designed to assess media functions and audience gratifications through a series of structured questions and Likert-scale ratings. Preliminary findings reveal significant correlations between specific media functions, such as information dissemination, socialization, sensationalism, and mobilization, and audience gratifications sought by media academics. For example, academics who consume news media for informational purposes may seek gratifications related to staying informed, while those who consume media for socialization purposes may seek gratifications related to social interaction and connection. Overall, this study contributes to a deeper understanding of the relationship between media functions and audience gratifications within the context of media academia in Pakistan. The findings have implications for media practitioners, educators, and policymakers, highlighting the importance of considering audience motivations and preferences in media content production and dissemination.