Use of New Media for political engagement and need gratification

This paper analyses the usage and impact of new media in e-politics with the focus on the impact in terms of their need gratification of the potential voters. The nature of need gratification as also its association with demographics for use of New Media was determined. It turned out that cognitive need of potential voters is best fulfilled with use of New Media for political purpose. The user respondents were asked five sets of four statements to determine their key needs assumed to be fulfilled through use of New Media through the online campaigning. These include cognitive, social integrative, personal integrative, escapism and affective needs.