Problematic symptoms among binge watchers in Islamabad and Rawalpindi, Pakistan: analysis from uses, gratification, and dependency perspectives. Issue 4 (12th September 2022)

• Record Type: Journal Article
• Authors: Munawar, Komal; Siraj, Syed A.
• Is Part Of: Media Asia. Volume 49:Issue 4(2022)
• Page Start: 333
• Page End: 352
• Publication Date: 2022-09-12
• Subjects: Binge watching -- problematic behaviors -- escapism -- streaming video platform -- Uses and Gratification; Mass media -- Asia -- Periodicals; Médias -- Asie -- Périodiques; Mass media; Asia; Massacommunicatie; MASS COMMUNICATION; COMMUNICATION RESEARCH; ASIA; Periodicals; 302.23095
• DOI: 10.1080/01296612.2022.2046250
• Languages: English
• ISSNs: 0129-6612

Abstract

Abstract: This research caters to the gap of empirical research that investigates the antecedents that contribute to problematic binge watching. Building on existing Uses and Gratification and Uses and Dependency framework this study investigated a sample of n = 297 from Rawalpindi and Islamabad to find out which binge watchers with respect to their motivations, demographics, and preferred media platforms are more susceptible to developing problematic behaviors than others. A Pearson's correlation analysis revealed that binge watchers with coping and escapism motivation showed the greatest tendency to exhibit problematic symptoms. By conducting a One Way-ANOVA and t-test respectively, it was found that binge watchers from 18-22 years and female categories exhibited the most problematic symptoms. However, binge watching platforms did not appear to affect the occurrence of problematic symptoms. It was found that SVOD platforms are not inherently addictive; rather, it is audiences' affective needs i.e., avoiding negative emotions and enhancing positive emotions, that can make binge watching problematic. Future research can now go beyond the addiction perspective and investigate other cultural, technological and behavioral aspects of binge watching.