The uses and gratifications theory, which serves as the theoretical framework of this thesis, assumes individuals to be active media users whose content-related decisions are based on their personal needs, goals, and expectations. The focus of recent research in the field of media has thus shifted from its effects to understanding how and why individuals use media and which needs they aim to fulfil in the process (Katz and Blumler, 1974; Ruggiero, 2000). In contemporary society, digital technologies, social networks, and online communities increasingly shape everyday life, which is why the thesis applies the theory to the digital environment. The thesis focuses on a specific social group – young mothers of children up to the age of five – and explores which needs they seek to fulfil through the use of digital platforms. This group often turns to digital media in response to the challenges of early motherhood, seeking information, support, and a sense of connection. The empirical part of the thesis includes a quantitative online survey, which offers an insight into their everyday digital practices. The analysis highlights informational, social, and emotional needs that mothers fulfil through digital content and interactions. This thesis contributes to a broader understanding of the role of digital platforms in the lives of young mothers at the intersection of media, social environment, and parenting.
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