https://orcid.org/0000-0002-7484-8894
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ABSTRACT
This study examined gender differences in social live streaming service (SLSS) use by focusing on audience needs for Real-life Communication, Escape, Fun Seeking, Partnership Seeking, and Social Interaction. Results of an online survey (N = 312) of Chinese SLSS audiences’ reasons for SLSS use, preferred genres, amount of usage, actual media behavior are reported. Based on Uses and Gratifications theory, we didn’t find enough evidence to show that the man-dominated image of SLSS use cultivated by Chinese media is true, and we argued that the exaggerated gender differences regarding audiences’ use levels and rewarding expenses were without merit. Nevertheless, we did find some differences due to gender. For example, male audiences are more likely to watch and prefer live game broadcasting, and their mediated communication is more active than females.
Additional information
Notes on contributors
Quan Long
Quan Long is a user experience (UX) designer specializing in designing digital products and providing design solutions for diverse companies at User10, LLC. She has an M.S. in Strategic Communication from Kansas State University. Her research interests focus on media psychology and media technology.
Alec C. Tefertiller
Alec C. Tefertiller is an Assistant Professor of Strategic Communication at Kansas State University. His research interests focus on new media technology, including streaming media and social media.