出版社：International Association for Computer Information Systems
摘要：The paucity of females in computing courses at both high school and college levels as well as the lack of female computing majors and professionals in the industry has been well documented. This study investigates whether one Web site’s attempt to recruit female computing majors warrants further examination by applying the Uses and Gratification Theory to analyze the likely success of Dot Diva’s recruitment strategies. The analysis indicated the site has the potential to satisfy viewers’ cognitive, affective, personal integrative, social integrative, and tension release needs and thus warrants future research involving the target audience. The analysis also discovered that the site lacked interactivity but met standards for demassification and asynchroneity.
关键词：Computer Mediated Communication; Gender and Computing; Uses and Gratifications Theory;Recruiting Computing Majors
