| Abstract [eng] |
It would be very difficult to argue that the Internet did not alter the characteristics of people's work, study, information retrieval habits, or even communication with the surrounding. The aim of this work is to find out why more and more people are encouraged to use the Internet and choose it over (not necessarily at all times) the traditional media. The work focuses on the user's relationship with the Internet. From the viewpoint of the uses and gratifications theory, the aim is to establish the Internets relationship with consumers and clarify the motivating factors. In order to understand the use of media, first of all the theory of the uses and gratifications is presented, its authors, and the main theoretical arguments. The theory explains why people use media in terms that people know; also the media content and how to use it. The use is encouraged by the motives and certain needs, which are defined by their social and psychological experience. Media use reward categories, distinguished during various scientific research, are briefly presented. The Internet in this work is perceived as an interactive space where one can communicate, find information, read the text, play games, watch videos, listen to music or engage in other activities. This is an interactive media, which requires the activity of the user as well. To understand the uniqueness of the Internet compared with traditional media, the concept should be read in connection with this new media. Only after the analysis of online services and the operational diversity one can understand the factors that encourage the use of the Internet. The relationship between the Internet and the audience is also described, as due to interactivity the audience members will also have to be active using this media. Overview of previous studies, which examined the Internet use on the basis of uses and gratifications theory claims, is also presented. Considering the main gratification categories of media use presented in the theory, the survey of the Internet use was performed. The conclusion was made that the motives for the Internet use and the obtained reward depend on the person's age and certain needs, which are shaped by the social and psychological experience. |
