摘要
In the new millennium, technological innovations have very much influenced the lifestyle of our society. Radio as a medium of communication has been given a new phase of life with the touch of technology. The emergence of Internet radio has allowed a more active interaction between listeners and the radio station compared to conventional broadcast radio. The purpose of this study is to identify the needs that encourage listeners to use the media like Internet radio and to see if the listeners achieve gratification out of it. The uses and gratification approach will be theoretical framework applied for this study. A total of 112 Internet radio listeners from the hitz.fm chatroom have been selected to participate in this study. Listener needs can be caused by psychological needs, social needs and environmental needs. These needs will then encourage the listener to use the media like Internet radio. In the end, the listener might achieve gratification out of using the Internet radio. Sources of gratification can come from the media content, from the process of being exposed to the media and from the social context. Besides this, the study will identify the demographics of the listener and their pattern of Internet usage.