Theoretical Framework

This study utilized Katz’s (1970) Uses and Gratification Theory when the study revealed

that people use the media to their advantage. In the early 1970s, Katz and his two colleagues, Jay

Blumler and Michael Gurevitch, expanded the idea. The theory of uses and gratification sees the

audience as dynamic, meaning that they actively search for specific media and content to achieve

certain results or to meet their needs. Uses and Gratification Theory is based on two important

questions: 1) Why do people turn to certain media? And 2) how does the media satisfy people?

According to Katz, Blumler, and Gurevitch, there are five basic assumptions in the theory of uses

and gratification, as outlined in the book of Mass Communication Research. These basic

assumptions (Katz, Blumler, & Gurevitch 15-17) provide a framework for understanding the

relationship between the media and the audience. Social media is a communication method that

allows users to communicate with thousands of people, if not billions of people around the world

(Williams et al., 2012). The theory of uses and gratification has gone through four stages of

development and is scientifically recognized by communicative researchers (West&Turner,

2010).

For example, (Ghafari&Shaghaghi, 2010) evaluated the social functions of public libraries

because media communication institutions used diagnostic and meta-analysis methods. Applying

uses and gratification theory to the connection and application of knowledge and information

science in both traditional and modern contexts has been discussed. In modern contexts, we

particularly emphasize the link between the theory of use and gratification and the retrieval of

interactive information. In other words, this theory focuses on how users search for media and

how satisfied they are with their type, content, and usage (Amiri, Noori, Basatian, 2012). Thus,

the theory of use and satisfaction as a theoretical construct focuses on the factors that cause the

audience to have complete control over the media's influence.

Operational Framework

The operational framework was anchored in the theory of Uses and Gratification,

highlighting how the media and its content can be a source of influence in the face of other

competitive influences (Bondad-Brown, Rice, & Pearce, 2012). The concept "uses" refers to

multiple methods of accessing media sources, such as viewing or making a film, and the word

"gratifications" refers to the underlying social and psychological needs that people strive to fulfill

by interaction with various media outlets (Ruggiero, 2000). In addition, Park (2010) suggests that

motivation is a crucial field to explore in order to understand the behavioral motives of the

person and the real use of the media. The theory was known to be an axiomatic scientific

approach, and it is argued that it describes all forms of media communications, both formal and

digital (Luo & Remus, 2014). Thus, UGT was used to explain various media such as newspaper

(Elliott & Rosenberg, 1987), radio (Luo et al., 2011), television (Rubin, 1983), and the Internet

(Flanagin & Metzger, 2001). Moreover, the relationship between social media sites and UGT has

been explored in areas such as Facebook (Alhabash et al., 2014), Twitter (Han et al., 2015),

WhatsApp (Aharony, 2015), and YouTube (Hanson & Haridakis, 2008). In addition, Elliot and

Rosenberg (1987) claim that analysis has focused on UGT to provide clarification as emerging

mass media technologies have become important, as exemplified by the above-mentioned

studies. The implementation of UGT thus tends to be particularly applicable when analyzing the

motivation behind the use of a modern social media site, such as TikTok.

Blumber and Kats (1974) studies are known to be an advancement of mass communication

research, based on their hypothesis, that people pursue communication to fulfill their needs,

which in turn derive from social and psychological states and circumstances. Thus, Tiktokers are
undergoing this phenomenon. In the understanding of Tiktoker's experience of using the mobile

application, TikTok, the study has primarily defined the participants who base the conclusions or

scheme on the pleasure of using the Social Media Site for their own satisfaction and needs. The

researcher then explained how participants perceive becoming Tiktokers by using the platform in

their everyday life experiences. Finally, the researchers provided a description and analysis of

the findings or assumptions formed by their in-depth observations, assessments, and interviews

with the participants.