Chapter 1 — (05/04/2024)- Introduction to Generation Z (WIP)

Chapter 1: Introduction to Generation Z

“Every generation wants to be the last” — Chuck Palahniuk, Lullaby.

As early as 2016, the majority of Millennials, born between 1980 to 1995 (Williams & Page, 20??), transitioned from the classroom to the workplace, paving the way for a new generation to step in — enter Generation Z, making its debut on the stage of societal influence.

Generation Z, born approximately between 1995/6 and early the 2010s, represents the cohort succeeding Millennials and preceding Generation Alpha. Termed as “digital natives,” Generation Z has matured in an era marked by rapid technological advancements, globalization, a financial crisis, a global pandemic and profound socio-cultural shifts.

Understanding the essence of Generation Z extends beyond mere chronological delineations. Dorsey (2020) posits that the defining aspect of Generation Z lies in the events it encounters. Through experiencing pivotal events, this generation provides insights into its psychological makeup and societal impact. Dorsey identifies the commencement of Generation Z around 1996 — a cohort too young to recall 9/11 but old enough to witness and be impacted by the 2008 financial crisis, shaping their worldview (Dorsey, 2020). This exposure to uncertainty has purportedly fostered a generation characterized by fiscal conservatism and pragmatism, epitomizing humanity’s inaugural group of true digital natives.

A landmark global event, etched in the memory of all Generation Z members, yet unshared with subsequent generations, is the Covid-19 pandemic of 2020 (Dorsey, 2020) — more on this later.

By 2020, the eldest members of Generation Z, born in 1995/96, would have reached ages around 25/24, having traversed various milestones of adulthood. Concurrently, the younger echelons, aged 18/19, born around 2001/2002, embarked on their journey into adulthood amid the unprecedented circumstances of a global pandemic, confronting challenges such as remote learning and social isolation (BBC citation).

The adolescents within this cohort, aged 13 to 17, born between 2007 and 2003, represent the youngest demographic under consideration in this study.

This research targets individuals aged 16 to 25, born between 2004 and 1995, encompassing those who have attained voting eligibility, completed compulsory education, or are in the process thereof. This age range facilitates an exploration of individuals actively shaping their futures, making informed decisions, and engaging with media and culture influenced by peer dynamics and marketing trends.

Furthermore, delving into digital platforms upon which these digital natives depend for social interaction necessitates consideration of the minimum age requirement for online engagement, set at 13 years (Meta, Tik Tok etc). Commencing the study at age 16 allows for a comprehensive understanding, as individuals within this bracket would have accrued three years of digital immersion, thereby contributing to informed participation in the research.

This chapter endeavors to scrutinize the essence of Generation Z beyond its conventional portrayal as a market segment. Drawing on Koulopoulos’s (2014) proposition of a post-generational era, the research challenges the notion of rigid generational boundaries, advocating for a participatory approach to understanding and engaging with Generation Z’s ethos.

Community, Environment, and Sociopolitics of Generation Z

Generation Z is effectuating a paradigm shift in societal norms, values, and narratives through their advocacy of diversity, inclusivity, and social activism. Leveraging their interconnectedness via social media platforms and heightened awareness of global issues, Generation Z catalyzes discourse and advocates for change across diverse domains, ranging from environmental conservation to social justice and mental health awareness.

Characterized by unparalleled diversity, Generation Z’s family structures deviate from conventional norms, embodying a spectrum of arrangements including same-sex parents and non-traditional configurations. This exposure fosters a culture of acceptance and open-mindedness toward differences, distinguishing Generation Z from preceding cohorts (Pew, 2014). Moreover, a trend toward delayed or omitted marriage among Generation Z’s parents underscores the evolving dynamics within familial frameworks.

Security emerges as a concern for Generation Z, reflective of economic challenges compounded by contemporary crises such as the global pandemic. Research suggests varying responses within this cohort, ranging from conservative financial practices to entrepreneurial pursuits, indicative of diverse approaches toward navigating economic uncertainty (Woods, 2019).

The advent of digital technologies revolutionizes how Generation Z forges connections and navigates relationships. Platforms such as Tinder and Hinge redefine conventional courtship, facilitating virtual interactions and long-distance relationships emblematic of Generation Z’s adeptness in navigating technologically mediated social landscapes (Woods, 2019).

This shift underscores the acceptance of virtual spaces as legitimate domains for emotional expression and interpersonal connection, particularly in contexts where social mobility is constrained by economic factors or a global pandemic. Such behavior represents a departure from conventional norms, particularly for older generations such as Millennials and Generation X, for whom adolescent courtship typically unfolded through traditional, in-person interactions. Discussions surrounding these virtual experiences are pervasive on social media platforms and in online forums, reflecting a broader societal acceptance of digitally mediated relationships.

Technology’s Impact on Generation Z

Technology plays a pivotal role in shaping the worldview and behaviors of Generation Z, profoundly influencing various aspects of their lives (Odgers & Jensen, 2020). This analysis will delve into the multifaceted impact of technology on Generation Z, examining both its positive and negative effects on their relationships, communication skills, and mental well-being. Moreover, it will consider how their digital fluency and adaptability contribute to innovation and change, enabling a deeper understanding of how a Generation Z community functions and how it differs from Millennial or Generation X communities.

The pervasive presence of technology in the lives of Generation Z has redefined their social interactions, communication patterns, and perceptions of reality (Lenhart, 2015). Growing up in a digital era characterized by smartphones, social media platforms, and instant access to information, Generation Z exhibits a high degree of comfort and proficiency with technology. This digital immersion has not only transformed the way they connect with others but also shapes their understanding of the world around them.

‘Digital Native’ in the Context of Generation Z

In contemporary discourse, mention Generation Z and the term ‘Digital Native’ has emerged as a defining characteristic attributed to this generation, the cohort born into a world already saturated with digital technologies. Coined by Marc Prensky in 2001, the concept denotes individuals who have grown up in the digital age, possessing an inherent familiarity and fluency with digital technologies.

Prensky’s conceptualization of ‘Digital Natives’ posits that individuals born into the digital era possess unique cognitive abilities and learning styles shaped by their exposure to technology from a young age.

On the positive side, technology provides Generation Z with unprecedented opportunities for connectivity, collaboration, and knowledge acquisition (Jenkins, Ito, & Boyd, 2016). Social media platforms enable them to forge global networks, express their identities, and engage in social activism. Additionally, digital tools and online resources empower Generation Z to pursue self-directed learning, explore diverse perspectives, and acquire new skills independently. Platforms such as TikTok and Instagram serve as powerful mediums for creative expression and community-building among Generation Z. Over the course of this thesis we will deep dive into this platforms, but for now, I will offer up a broad overview.

TikTok, a video-sharing platform that skyrocketed in popularity among Generation Z, exemplifies their affinity for digital communication and content creation. With its short-form, user-generated videos, TikTok has become a cultural phenomenon, shaping trends, memes, and even influencing music charts. Generation Z’s adeptness at harnessing TikTok’s features to express creativity, engage with peers, and participate in global conversations underscores their status as ‘Digital Natives.’ The platform’s intuitive interface and seamless integration with mobile devices resonate with Generation Z’s preference for instant gratification and multimedia communication.

Similarly, Instagram, a photo and video-sharing app, serves as a digital canvas for Generation Z to curate their identities and social experiences. From aesthetically pleasing feeds to carefully crafted captions, young users adeptly navigate Instagram’s features to cultivate personal brands and connect with like-minded individuals. The platform’s emphasis on visual storytelling and social validation aligns with Generation Z’s desire for self-expression and social validation in digital spaces.

However, the pervasive use of technology also poses certain challenges and risks for Generation Z. Excessive screen time, constant connectivity, and digital distractions can hinder their ability to form deep, meaningful relationships and develop effective communication skills (Twenge & Campbell, 2018).

Video game consumption constitutes another hallmark of Generation Z’s digital upbringing. With advancements in gaming technology and the rise of online multiplayer games, with Roblox, Minecraft and Fortnite being part of Generation Z’s pop culture Zeitgeist , video gaming has evolved into a ubiquitous form of entertainment and social interaction for this demographic. From immersive virtual worlds to competitive esports leagues, Generation Z’s engagement with video games reflects their comfort with digital interfaces and collaborative online environments.

However, while the concept of ‘Digital Natives’ offers valuable insights into Generation Z’s relationship with technology, it is not without critique. The term in my opinion oversimplifies the diversity of digital experiences within this cohort and overlooks socioeconomic disparities in access to technology. Concerns regarding digital literacy, online safety, and mental health implications warrant careful consideration in discussions surrounding Generation Z’s digital fluency, which I will discuss in later chapters.

The curated nature of social media platforms and the pressure to maintain an idealized online persona may contribute to feelings of inadequacy, anxiety, and social comparison among Generation Z. Furthermore, concerns have been raised about the impact of technology on their mental well-being, with studies linking excessive smartphone use and social media engagement to heightened levels of stress, depression, and sleep disturbances among young people. (Citation Needed)

As ‘Digital Natives’, Generation Z’s digital fluency and adaptability position them as catalysts for innovation and change in the digital age. Their innate familiarity with technology enables them to leverage digital tools, platforms, and data to address complex problems, drive social change, and redefine traditional paradigms (Jenkins, Ito, & Boyd, 2016).

But being a generation that is turned into data by corporations, has a huge downside as “The internet will never forget Generation Z” — this statement encapsulates a fundamental shift in the concept of privacy and identity in the digital age. Until the end of the 20th century, most young people could take for granted that any embarrassing behavior would eventually be forgotten. However, with the advent of digital documentation and the proliferation of social media, Generation Z faces a unique challenge. As Eichhorn (2019) aptly notes, Generation Z’s online footprint begins at a much younger age than previous generations, raising significant concerns about individual privacy rights and the implications of perpetual digital surveillance.

The digital documentation of Generation Z’s lives is staggering, with individuals capturing over 300 images daily, ranging from selfies to screenshots to carefully posed photographs shared on various social media platforms (Eichhorn, 2019). However, this documentation is not without risk. Previous generations, particularly the parents and grandparents of Generation Z, unwittingly exposed their earliest moments online through platforms like Flickr, inadvertently contributing to data sets used for facial recognition systems (Eichhorn, 2019).

Moreover, Generation Z experiences an unprecedented level of surveillance within educational settings, which they attend for over a decade of their childhoods. With millions of students enrolled in schools employing online learning tools that monitor their progress and interactions, Generation Z teenagers find themselves navigating an educational surveillance state (Eichhorn, 2019). The recent utilization of algorithms to predict academic outcomes, as witnessed in the UK’s GCSE and A-level examinations, underscores the pervasive nature of surveillance within education and its potential ramifications (Citation needed).

This surveillance extends beyond the classroom, as digital school security companies retain student data for extended periods, sharing it with law enforcement without explicit consent from students (Eichhorn, 2019). The pervasiveness of surveillance in education raises profound concerns about the erosion of privacy rights and the potential impact on Generation Z’s development and autonomy.

Erik Erikson’s concept of the adolescent psychosocial stage as a “moratorium” for experimentation and exploration takes on new significance in the context of pervasive surveillance (Erikson, 1950). However, Generation Z teenagers find themselves under dual surveillance, both from peers via social media and institutions hosting their education. This duality exerts immense pressure on Generation Z to manage their privacy effectively and understand the value of their data and online interactions (Eichhorn, 2019).

As every move and action of Generation Z teenagers is meticulously tracked in various environments, including playgrounds, halls, classrooms, and online learning platforms, they find themselves ensnared in an educational surveillance state. While this surveillance is ostensibly implemented for the benefit of both the institution and the student, the lack of explicit opt-in policies for students raises significant concerns. In many cases, permission is granted by parents to the institution without a thorough examination of the terms and conditions, leaving Generation Z vulnerable to critical dangers (Eichhorn, 2019).

Eichhorn (2019) suggests that the pervasive surveillance experienced by Generation Z may lead to a propensity for risk aversion, depriving them of the formative experiences that shaped previous generations. Erikson (1950) proposed that adolescence serves as a period of experimentation and radical choices, where mistakes are not only allowed but expected. However, Generation Z grapples with the dual pressure of peer surveillance via social media and institutional oversight, forcing them to become adept at privacy management and understanding the value of their data and online interactions far earlier than their predecessors.

In response to this surveillance culture, Generation Z has cultivated private digital worlds, sharing their digital selves only with select individuals. They maintain small, tightly-knit social networks while participating in larger tribal communities. Moreover, they exhibit a heightened awareness of marketing tactics, preferring experiential marketing over traditional advertisements. Privacy and data protection have become integral aspects of Generation Z’s mindset, shaped by experiences such as global terrorism, cyberbullying, and the commercial exploitation of youth (Williams & Page, 2011).

Amidst the saturation of aspirational images and advertisements in their digital feeds, Generation Z remains discerning consumers. Vision Critical reports that Generation Z prioritizes “cool products over cool experiences” (Citation Needed) and demonstrates a strong entrepreneurial spirit. With a population of Gen Z set to reach 80 million and significant spending power, Generation Z is poised to drive entrepreneurial change and reshape the economic landscape (Kleinschmit, 2019).

Generation Z’s engagement with technology is profound, receiving over 3000 instant messages per month and consuming vast amounts of video content on platforms like Snapchat, Instagram, and YouTube. This engagement fuels the success of these platforms, contributing to their profitability in the billions (Kleinschmit, 2019).

Influencers and Environmental Advocacy in Generation Z

Generation Z exhibits a profound commitment to environmental causes, as evidenced by their embrace of figures like Sir David Attenborough, who joined Instagram in September 2020 to promote his Netflix show. Remarkably, Attenborough amassed 1 million followers in a record-breaking time of just 4 hours and 44 minutes (citation needed).

At the forefront of Generation Z’s environmental movement is Greta Thunberg, a 17-year-old activist who rose to prominence through her vocal advocacy for climate action. Thunberg’s influence extends far beyond her age, with her Twitter presence serving as a rallying point for young activists worldwide with xxx followers on Twitter / X (citation needed).

In the realm of influencers, Generation Z’s top figures wield significant sway over their digital tribes. These influencers, often revered as chiefs within their communities, accrue influence based on the engagement they receive in the form of likes, follows, and shares. By leveraging their platforms, these influencers shape conversations, drive trends, and mobilize collective action around environmental sustainability and other pressing issues.

MENTION AGE OF INFLUENCE HERE AND ALSO GIVE EXAMPLES AND FOLLOWING. (TAYLOR SWIFT, GRETA, MARCUS RASHFORD, BILLIE EYLISH)

While specific influencers vary by region and niche interests, prominent figures often include social media personalities, content creators, and activists who resonate deeply with Generation Z’s values and aspirations. Through authentic and relatable content, these influencers cultivate a sense of belonging and empowerment within their communities, inspiring action and fostering positive change.

As Generation Z continues to prioritize environmental stewardship and social justice, influencers play a pivotal role via content creation in amplifying their voices, galvanizing movements, and driving meaningful impact on a global scale. This shift in how a generation is consuming media alongside an ever growing influencer culture changes the relationship and the role of digital entertainment, we move from a passive consumer to an active and creator based consumer.

The Role of Digital Entertainment and Social Media in Generation Z

Generation Z emerges as a cohort of Culture Creators (CCs), reshaping entertainment, consumption patterns, workplaces, and marketing strategies (Kleinschmit, 2019). Empowered, connected, and empathetic, these self-starters aspire to stand out and effect positive change in the world. With an inherent comfort in the virtual realm, Generation Z perceives constant innovation as a norm, leveraging their entrepreneurial mindset to actively drive progress (Wood, 2019).

As humanity’s first true digital natives, Generation Z navigates a landscape meticulously crafted by technology giants like Google, Meta, Tik Tok, and Epic Games. Accessible via smartphones and ubiquitous 5G internet connectivity, this digital realm offers a space for self-expression and community-building in exchange for personal data or nominal subscription fees on platforms such as Pateron.

Within these digital platforms, Generation Z pioneers the use of hashtags to organize and engage with online content. These tags serve as digital signposts, facilitating conversations, archiving discussions, and amplifying social movements like #BlackLivesMatter and #MeToo. Furthermore, hashtags transcend platforms, enabling cross-platform engagement and archiving, thus influencing both online discourse and real-world action.

Streaming video platforms like YouTube and audio services like Spotify play a central role in Generation Z’s digital landscape. Coupled with 24/7 social media connectivity via platforms like Instagram, Tik Tok, and WhatsApp, these mediums foster a digital-first community with its unique culture, norms, and social dynamics. While previous generations may find themselves disconnected from this digital universe, they are nevertheless influenced by its emergent culture and trends as it forms part of the popular culture.

Generation Z has redefined cultural currency, prioritizing uniqueness, authenticity, creativity, shareability, and recognition (Kleinschmit, 2019). Their relationship with culture is not merely defined by technology but by their active engagement and shaping of cultural narratives.

To gain deeper insights into Generation Z’s digital behavior, a national study conducted by The Center for Generational Kinetics (CGK) in 2020 sheds light on key trends. The study, encompassing 2000 U.S. respondents aged 13–42, highlights the dominance of digital streaming services, with 74% of Generation Z relying on technology for entertainment. Notably, a significant portion of Generation Z spends substantial time streaming content, with a sizable percentage devoting several hours daily to platforms like YouTube.

The Dominance and Evolution of YouTube on Generation Z

YouTube has emerged as a central hub of digital entertainment for Generation Z, fundamentally reshaping the media landscape and redefining how this demographic consumes and engages with content. The platform’s prominence is underscored by its widespread adoption among younger audiences, with statistics indicating that YouTube is on the verge of surpassing traditional broadcasters like the BBC in terms of viewership among 16- to 34-year-olds in the UK (Waterson, 2020).

A pivotal factor in YouTube’s ascent is its unparalleled ability to cater to diverse audiences and offer content that reflects the multifaceted nature of modern society. Unlike traditional media outlets, YouTube provides a platform for voices from various racial, gender, and regional backgrounds, thereby fostering inclusivity and representation. Figures such as beauty presenter Patricia Bright and fitness influencer Matt Morsia exemplify YouTube’s capacity to showcase talent from diverse demographics, transcending the limitations of traditional media (Waterson, 2020).

Moreover, YouTube’s algorithmic recommendation system plays a pivotal role in shaping user engagement and driving content consumption. By leveraging social graphs and user preferences, YouTube curates personalized recommendations, connecting viewers with content that aligns with their interests and preferences. This algorithmic approach not only enhances user experience but also amplifies the visibility of creators whose content resonates with specific audiences (citation needed).

Research corroborates YouTube’s dominance in the digital entertainment landscape, particularly among Generation Z. Studies conducted by the Center for Generational Kinetics (CGK) highlight YouTube as the primary destination for leisure activities outside of work or school for this demographic. The data reveals that a vast majority of Generation Z individuals, particularly those in the younger age bracket (13–17), regularly access YouTube, spending significant amounts of time on the platform each day (CGK, 2020).

YouTube’s evolution over the years has been characterized by its transformation into a dynamic social network and user-generated content platform. This evolution has democratized content creation, empowering individuals with a camera phone and a creative idea to produce and distribute content freely across various devices and platforms. The platform’s accessibility, coupled with its diverse range of content, has made it a ubiquitous presence in the lives of Generation Z, accessible through smartphones, tablets, smart TVs, and gaming consoles (citation needed).

MENTION THE YOUTUBE NEW WAVE AND MANIFESTO, HIGHLIGHT A CREATOR AND SHOW NUMBERS AND REACH ETC.

Explain HERE REGARDING TIK TOKS FOR YOU ALGORITHM AND HOW THIS CHANGES MEDIA CONSUMTION IN GENERATION Z DURING COVID 19 AND HOW OTHER COMPANIES FOLLOWED SUIT — Tik Tok is music performance driven, why did they choose this as the main form of engagement — I think this is important to this study.

Role of INSTAGRAM in the lives of Generation Z

What is Instagram and how is it used by Generation Z

What the litertature says about instagram

Examples of Gen Z instagram content — Creators, Lens, experiences

Summary effect on Gen Z culture.

VIDEO GAMES — What are video games (top 5?) and how is it used by Generation Z

Examples of Gen Z and video games in the media — ESPORTS, games like Roblox, fortnite and Minecraft, are social, creative and playspaces — and in some respects mirror facebooks Horizon virtual space… content from these spaces is then broadcast, and influencers of these spaces born.. Ninja for example , most followed Fortnite player on youtube.

Summary effect on Gen Z culture.