تأثير استخدام الشباب الجامعي في الجامعات الخاصة البحرينية لمواقع التواصل الاجتماعي على استخدامهم وسائل الاتصال التقليدية

Abstract EN

The aim of this study is to investigate The Impact of University Students use in Bahraini Private Universities to Social Networks Sites upon their Use of Traditional Media.

(Television, Radio, Newspapers) among universities students of Ahlia, Delmon, and Kingdom Universities in the Kingdom of Bahrain, through identifying the patterns habits and motives of using the social networking sites and traditional Media, and the researcher used social survey by sample applying on Purpositive sample of 452 students, the researcher used (SPSS) by frequencies and percentages to describe the study sample for the preliminary information, moving averages and standard deviations to calculate the value given by the subjects of study, the researcher also used T-test, and F- test, and Person correlation coefficient.

The results revealed that there is increase in using the Social Networks Sites by 79.42% compared to traditional Media, by 52.21 % for the Television, 50.44 % for Radio, and by 16.81 % for Newspapers.

The results of the study revealed the preference of University Students to YouTube, Facebook, and Twitter, and the relationship on these sites varied from friendship, romantic relationships, study and scientific research, and the study revealed that the Students prefer MBC1 channel, and they also prefer to read the local Newspapers, such as : Al Wast and the Gulf News compared to Arab newspapers such as: Al-Shark Al Awsat, and Al-Hyat Newspaper.

The Utilitarian exposure motives came at the forefront of Social Networks Sites and Newspapers uses such as : identifying others' opinions on various issues in the community in which their live, allows to link to other pages on the Internet, and the Custom exposure motives came in the second stage, such as reducing loneliness, and the custom motives came in the first stage for Television, followed by Radio.

The study revealed that there are statistically significant differences in the motives of exposure to Social Networks Sites among universities students related to sex, specialization, and academic years, and revealed that there is a significant correlation between the rates of exposure to social networks sites among universities students and their motives, and also there is a significant correlation differences between exposure rates to traditional media among universities students and their motives.