USES AND GRATIFICATIONS MEDIA AMONG PEOPLE IN SABAH DURING THE COVID-19 PANDEMIC

Abstract

This paper aimed to explore the use of media usage among people in Sabah while facing the Covid-19 pandemic crisis. Questionnaires were distributed among Sabahan audiences that was directly affected by the Covid-19 pandemic (N=404). Research findings revealed that the principal needs that drove the audiences to use media were needs involving cognitive aspects, escapism, affective factors, and social integration. The data also shows that the Sabahan audiences also frequently employed media to search for information, due to habit, escapism, and information sharing. Meanwhile the highest levels of gratifications were derived from factors of convenience, interpersonal discussion, and surveillance. This study concludes that media plays a crucial role among people in Sabah during confronting the Covid-19 pandemic.