With the fully focus and gratification that the person get from internet, he or she might refuse to get out from the internet and at the end lead the person to internet addiction (consequences).
According to Katz (1959), the outcomes of media usage depend on why and how they decided to use the media.
Therefore, there are two main components that discuss in U&G theory which are media that choose to be engaged and gratification that get from the media (Ruggiero, 2000).
The theoretical framework that this study used to discuss about internet addiction will be Uses and Gratifications theory.
UG theory founded by Elihu Katz in 1959, when Herzog examined the reasons people use the radio to listen to quiz programme (Herzog, 1942), and soap operas (Herzog, 1944) (as cited in Katz, 1959).
Recent studies are beginning to uncover evidence that would suggest that maybe some of us are not so adept at dealing with such highly developed technology.
In fact, as more research is conducted, experts are finding that the Internet may show indications of being add...It just likes “chameleon-like character” (as cited in Patrick, 2010).According to Katz, Blumler, and Gurevitch (1974) U&G theory is commonly used to: “(1) Explain how the psychological and social needs of people give rise to their expectation and motivations to choose and to use the mass media that will best meet their needs and expectations, (2) Explain how people use the media to meet their specific needs, (3) Understand the motives for their dependency on a particular media, and (4) Identify the consequences that resulted from the needs, motives, and dependency on a particular media” (as cited in Patrick, 2010).(see Figure 2) chart 1Figure 2: Conceptual modified of Uses and Gratification model Figure 2 shows the conceptual modified of U&G theory which apply to this study.In this study, the social factor stand for peer influence, and this peer influence affect both audience motivation that get from internet and also the consequences.While lost in this so-called 'Cyber Community' for long periods of time, people are neglecting other important activities like; time with the family, socializing, work and health concerns. In her study, she revealed concrete evidence supporting the Internet Addiction claim. There are several web sites available for the treatment of Internet addiction, as well as counseling centers and clinics. With all this power at our fingertips, are there any negative impacts of using this interface?One of the most extensive studies on Internet Addiction to date was conducted by Dr. Are we as humans capable of interacting with such a powerful communication source?(see Figure 1) Figure 2Figure 1: Uses and Gratification Framework (Katz, Blumler, & Gurevitch, 1974 as cited in Patrick, 2010) According to Wimmer and Dominick (1994), in between 1950 to 1960, many researches began identifying social and psychological factors that resulted in different patterns of media consumption and gratification.For instance, individual’s mental ability and relationships with parents and peers influences the nature of children’s television (Schramm, Lyle & Parker, 1961 as cited in Patrick, 2010).For instance, if a person being influenced by the peer to using the internet (usage), the person will get the value reinforcement (audience motivation) by the peer as a sign to follow the peer and not being deviant to the peer group, then with the long hours in internet will addict to internet (consequences).There is another example by using this theory model.