Motivations Behind Sports Audiences' Use of Sports News Websites on Social Media
DOI:
https://doi.org/10.33282/abaa.v16i65.1222Keywords:
Usage, Social Media, Sports Audience, Motivations, Sports WebsitesAbstract
This research gains its significance from the importance of understanding the motivations behind sports audiences' use of sports news websites through social media and the gratifications they derive from this usage. The researcher employed a survey method, designing a questionnaire as a tool to uncover the motivations and achieved gratifications, aiming to meet the objectives and answer the research problem's questions. The primary goal is to identify the motivations driving sports audiences to use sports news websites via social media and to determine the gratifications they achieve from this usage.
The research population was limited to users of sports news websites on social media at the College of Media, University of Baghdad, within the three departments: Radio and Television, Public Relations, and Journalism. The researcher used a purposive sampling method. The research findings highlighted several key points, including the primary motivations for sports audiences' use of sports news websites, such as the sports analyses provided by specialists on these platforms, which contribute to increasing knowledge about sports events and issues. Additionally, these platforms introduce prominent sports stars, with both receiving an agreement rate of 65% and a frequency of 96 for each.
As for the gratifications achieved by the sports audience from using sports news websites, the research found that the audience gained significant knowledge about clubs and national teams participating in championships and sporting events, with an agreement rate of 70% and a frequency of 103 from the research sample. Moreover, the websites contributed to acquiring information and knowledge about sports-related topics, with an agreement rate of 67% and a frequency of 99.
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