Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The needs that people meet with their social media use are cognitive, affective, personal integrative, social integrative, and tension release. Webnovel is a media platform in which some these needs can be met. The needs that it meets for me individually are Cognitive, Affective, Personal, and Social. With a large selection of novels, it can meet cognitive needs, with its intricate stories its capable of meeting affective needs, and personal and social needs by features such as commenting and posting it is possible to mean both of these needs. To conclude Webnovel is more than capable of meeting these needs for individuals using this platform.
Keywords: psychological needs, Light Novel, Uses and Gratifications, Webnovel, Wattpad
Critical Analysis of Technology
Webnovel is a place that readers and authors can come together to enjoy works and gain direct feedback. Websites such as Webnovel and Wattpad have become websites used largely by Generation Z to access literature in cyberspace(Shim, 2020). People use such websites to fulfil the psychological needs stated in the Uses and Gratification Theory: cognitive, affective, personal integrative, social integrative, and tension release. Webnovel meeting most of these needs but heavily relating to the Affective category This is something that I and many relate to with these novel sharing websites being a place we can experience many emotions and go on adventures with characters(shin, 2011, p. 273).
Gratification Needs
Cognitive Needs
Cognitive needs Refers to acquiring information to aid the thinking and understanding process(Sundar, 2013). People typically use media such as documentaries and how-to videos to increase their skills or knowledge in a certain area, and although very rare its possible to use Webnovel this way. As a e-book and fan made writings are available on the site so there will be the occasional manual or how to but it's a rare occurrence. Webnovel however as something that belongs almost exclusively to Gen Z is what we make it(Shim, 2020) in the sense if an author wished to upload a how to it would be as simple as that. There is also very specific information that can be gained by using Webnovel. That is an introduction to writing and posting fanfictions. The application and website both provide instructional text on how to utilize their system in a way that's advantageous to the authors. This is how Webnovel can meet the cognitive needs of some users despite lacking thus need in my own use of the application.
Affective Needs
Affective needs refer to emotions or feelings (Sundar, 2013). People using media to arouse certain emotions within themselves. Fictional books and sometimes nonfictional writing are often made to invoke emotion in its reader. "In particular, the study revealed the significant roles of emotional factors in the e-book context (shin, 2011, p. 273)." The main need that is met by Lightnovels, and fanfictions which are the most uploaded content on Webnovel. Most stories on this platform are fiction and based in Asian mythology and fantasy. This isn't the only Genre there's romance, thriller, horror, and realistic fiction available for search through tags. This allows users to find exactly what kind of story they would like to invest their stories in. Much like Netflix you spend time browsing and finding a Story/Movie that suites your needs more so than others. The goal of this is to make finding the experience or emotion you want easier.
Personal Integrative
Personal integrative is the need to promote one's own image reputation and status (Sundar, 2013). This is very easily accomplished on Webnovel if that's the user's goal. Webnovel is not only a platform for readers but for authors as well and with enough dedication making a name for yourself is possible. "Since Web writers can get book contracts by virtue of their number of followers … more stringent censorship rules (Feng, 2013, p.163)" This exert discusses the ability that sites like Webnovel gives to users. The ability to post any story you would like without fear of publisher opinion all that matters would be the readers opinion of your work. Not to mention its possible to not only gain social status by becoming a popular author through the vote system, with enough recognition and content you can become a contracted author still unbound by the rules of regular publishing companies but with the possibility of revenue. This however is only available to the better authors and the most liked content creators on the platform so its not a need met by most people but by few and far in between, but if that the intention, then it can be achieved with enough time.