ATVN: A uses and gratifications analysis of ATVN One Minute on TikTok among Malaysian Chinese audiences

Pan, Shiyan (2025) ATVN: A uses and gratifications analysis of ATVN One Minute on TikTok among Malaysian Chinese audiences. Final Year Project, UTAR.

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Abstract

This qualitative study examines the motivations and gratifications of Malaysian Chinese audiences who watch ATVN One Minute, a short-form news series on TikTok. As TikTok has emerged as a prominent channel for news consumption, this study draws on Uses and Gratifications (U&G) theory to examine audience engagement with news content on a platform primarily associated with entertainment. Semi-structured interviews were conducted with twelve regular viewers. The analysis adopts an extended U&G framework that focuses on four classic gratification dimensions, namely Information Seeking, Entertainment, Social Interaction, and Personal Identity. In addition, the framework incorporates Perceived Ease of Use and Perceived Usefulness as technology-related factors informed by the Technology Acceptance Model (TAM). The findings show that ATVN One Minute’s concise format, visual presentation, and practical informational value contribute to audience satisfaction and continued viewing. This study provides insights into how short-form digital news can attract and retain audiences in contemporary media environments.

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