KEPERLUAN, KEGUNAAN DAN KEPUASAN PORTAL BERITA DALAM KALANGAN REMAJA KADAZANDUSUN DI SABAH
NEEDS, USES AND GRATIFICATIONS OF NEWS PORTAL AMONG KADAZANDUSUN TEENAGERS IN SABAH
DOI:
https://doi.org/10.51200/ejk.v26i.2454Keywords:
Keperluan, kegunaan, kepuasan, remaja, portal berita, Needs, uses, gratifications, teenagers,, news portalAbstract
Pola penggunaan portal berita dalam kalangan remaja di Sabah merupakan sesuatu yang menarik untuk diselidiki memandangkan industri portal berita yang kian berkembang. Kajian ini mempersembahkan pola kegunaan dan kepuasan portal berita daripada tinjauan ke atas 300 orang remaja Kadazandusun Sabah yang berpandukan kepada Teori Kegunaan dan Kepuasan (U&G). Hasil dapatan kajian mendapati keperluan kognitif, keperluan penyepaduan diri dan keperluan penyepaduan sosial merupakan keperluan utama penggunaan portal berita dalam kalangan remaja Kadazandusun. Data juga menunjukkan remaja Kadazandusun kerap menggunakan portal berita untuk tujuan pembelajaran, pencarian maklumat dan hiburan. Sementara itu, kepuasan yang paling tinggi diperoleh remaja ini adalah mudah, interaktiviti dan pengawasan. Kajian mendapati bahawa dalam fenomena kaya media pada hari ini, portal berita sentiasa memainkan peranan penting dan diterima dengan baik dalam kalangan remaja Kadazandusun di Sabah khususnya.
Pattern on news portal usage among Kadazandusun teenagers in Sabah is an intriguing subject to study as the news portal industries in Sabah itself has tremendously bloomed. This study present finding from survey of 300 Kadazandusun teenagers in Sabah based on uses and gratification theory (U&G). The findings found that cognitive needs, social integrative needs and personal integrative needs are the most important in news portal usage among Kadazandusun teenagers. In addition, data suggest that news portal are used primarily as learning, information searching and entertainment. Meanwhile, the highest gratification derived are easy, interactivity and surveillance. This study concludes that in a media rich environment, the news portal has kept its functional role and well accepted among Kadazandusun teenagers in Sabah.
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