Motives that Influence Participatory Culture Internet Meme (A Case Study of Social Media Path Audience of Postgraduate Communication Students University of Indonesia)i

Abstract

This Thesis discusses about motives that influence audiences to participate in internet meme social media Path. This study employs motives from Uses and Gratifications theory as a main theory, also using the concept about Participatory Culture. Uses and Gratifications theory was selected because this theory has frequently explained about new media and the new kind of content from the audience point of view. Meanwhile the concept of Participatory Culture of Henry Jenkins has emerged and thrive in this digital era. This research uses positivistic paradigm with quantitative explanatory approach. For data collection, this study used survey as a research method. The conclusion for this research shows that motive on entertainment and self-expression influence audience to participate in internet meme social media Path. Meanwhile socializing and community building motives do not have significant influence to internet meme participation, but this motive still has a connection with internet meme participation. While another motive, informativeness, doesn’t have any connection nor influence to internet meme participation