Uses and Gratifications of YouTube Platform Among Young Children in Bahrain

DOI: 10.46988/IJMMC.03.02.2021.07

Authors

  • Dr. Hussein Khalifa Assistant Professor at Department of Media and Public Relations, Gulf University, Bahrain
  • Dr. Rasha Samir Assistant Professor at Department of Media and Public Relations, Gulf University, Bahrain
  • Merfat Ebrahim Researcher at Department of Media and Public Relations, Gulf University, Bahrain

Abstract

Based on Uses and Gratifications theory, this study investigates to what extent young children use YouTube platform, as well as the motivations behind these uses, in addition to measure the gratifications achieved from these uses. This study is a quantitative descriptive study. The study depends on the survey method by applying a non-probability sample of (100) respondents. The results showed that watching YouTube ranked first in kid’s activities up to (64%), and the results revealed that the motives of entertainment ranked first in the motives of kid’s use of YouTube up to (70%), followed in second rank by the motives of spending leisure time by up to (28%), and the result of motivations for education and the acquisition of new skills ranked last at (2%). According to the study's findings, the most important aspects of YouTube's impact on kid’s are "give them new language terms" by up to (38%), "memorize songs" by up to (19%), "acquire values and ethics" by up to (17%), "memorize foreign words" by up to (15%), and in fifth and last rank came "speech integrity" up to (11%).

Keywords: Kingdom of Bahrain; Use and Satisfaction; Young Children; YouTube.

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Published

2021-07-01

Issue

Vol. 3 No. 2 (2021): International Journal of Media and Mass Communication (IJMMC)

Section

Articles