Volume 2, Issue 3 - Themed Issue: Generation Z and Global Communication

Purpose This research analyzes national identity representations held by Generation Z youth living in the United States-Mexico-Canada Agreement (USMCA) countries. In addition, it aims to identify the information on these issues that they are exposed to through social media. Methods A qualitative approach carried out through in-depth interviews was selected for the study. The objective is to reconstruct social meaning and the social representation system. The constant comparative method was used for the information analysis, backed by the NVivo program. Findings National identity perceptions of the adolescents interviewed are positive in terms of their own groups, very favorable regarding Canadians, and unfavorable vis-à-vis Americans. Furthermore, the interviewees agreed that social media have influenced their desire to travel or migrate, and if considering migrating, they have also provided advice as to which country they might go to. On another point, Mexicans are quite familiar with the Treaty; Americans are split between those who know something about it and those who have no information whatsoever; whereas Canadians know nothing about it. This reflects a possible way to improve information generated and spread by social media. Practical implications The results could improve our understanding of how young people interpret the information circulating in social media and what representations are constructed about national identities. We believe this research can be replicated in other countries. Social implications We might consider that the representations Generation Z has about the national identities of these three countries and what it means to migrate could have an impact on the democratic life of each nation and, in turn, on the relationship among the three USMCA partners. Originality/value As one of the few studies carried out on USMCA national identities and by qualitatively exploring the representations that Generation Zers have about them, it may provide information that could contribute to expanding understanding among the citizens of the region.

Purpose Gen Z or younger news audiences are believed to contribute to declining news consumption as a result of decreased news interest and reduced trust, particularly in political news. It can have adverse consequences for democratic processes. This study offers a more nuanced perspective by qualifying the role of context, and generational differences and similarities in online political news consumption patterns before and after the 2020 US presidential election, which witnessed a series of unprecedented events in the country’s history. Design/methodology/approach To investigate these patterns, I use US aggregated website visitation data from Comscore in a quasi-experimental interrupted time series design, leveraging the 2020 election as a natural experimental condition. Findings While Gen Z are indeed consuming considerably less news, contrary to assumptions, there was significantly increased engagement with news websites following the election. Additionally, media audiences across generations are likely to reduce social media use during such events. Implications Major political events can significantly influence media use patterns such as the extent of news consumption in general and political news in particular, something not often considered in media effects-oriented research. There is also an urgent need to review and reassess our definitions of news, news sources, and its audience. Originality/value By using observational data in a quasi-experimental design, this study offers a more precise and refined perspective of generational patterns of online political news consumption in the context of a major political event that both corroborates as well as challenges some our existing notions of media use.

Purpose Authenticity is a trait that is considered by both Gen Z and Millennials as an integral part of the social media influencer persuasive episode. This research uses thematic analysis to deconstruct how both Gen Z and Millennials develop their perceptions of social media influencer authenticity. Design/methodology This study conducted four focus groups with a total of 15 members of Gen Z and 13 members of Millennials. Participants were screened to ensure they followed lifestyle social media influencers and have made purchases based on influencer recommendations. The online focus groups discussed how participants from each generation evaluate the authenticity of Social Media Influencers (SMIs) using a six-factor cumulative model (Nunes, Joseph C., Andrea Ordanini & Gaia Giambastiani. 2021. The concept of authenticity: What it means to consumers. Journal of Marketing 85(4). 1–20). Findings The research findings show that Gen Z considers SMIs to be highly educated friends with whom they can seek advice and opinions, while Millennials see social media influencer as a profession that needs to be done in an ethical and transparent manner. Practical implications These findings are useful in understanding the psychology between both Gen Z and Millennials so appropriate producer messaging can be used to reach them. Originality/value As the concept of authenticity has been defined differently by multiple entities, this research seeks to fill the current research gap in the literature analyzing generational definitions of perceived authenticity, specifically between the two largest online consumer cohorts, Gen Z and Millennials.

Purpose Live streaming has become an increasingly popular media, which allows individuals to record and broadcast simultaneously on the internet. Streamers, individuals who conduct live streaming videos, create diverse media content on live streaming video platforms. Most streamers show up with their real-person appearances via live streaming. However, Virtual YouTubers, known as VTubers, use avatars to conduct live streaming. In recent years, Twitch has become one of the most well-known video live streaming services for VTubers. This study aims to explore attractiveness between the viewer and VTuber through parasocial interactions, and the influence that attractiveness might have on actual mediated interactions between viewers and the VTuber. Design/methodology/approach A questionnaire was conducted to study the attractiveness of VTubers’ live streaming and viewers’ engagement with VTubers. Findings Parasocial interactions can be a factor drawing viewers to watch VTubers’ live streaming. Physical attractiveness, social attractiveness, and task attractiveness play important roles in influencing viewers’ choices on specific VTuber’s live streaming and further social interactions with them. To be more specific, the interactions with VTubers, the content of live streaming, the personality of VTubers, and the visual design of the VTubers’ avatars are important factors that attract respondents to watch live streaming. Additionally, the findings show the pattern of viewers’ interactions with VTubers. Active viewers typically leave comments to be acknowledged by VTubers and further reactions. Passive viewers are influenced by time, language barrier, character, and emotional health. Practical implications VTubers and the platform are given suggestions on how to design and improve live streams and help VTubers to promote to attract viewers. Social implications It introduces VTubing as a subculture and shows how viewers consume VTubers’ live streaming. Originality/value This is the first study to explore the roles of attractiveness on viewers selecting and engaging with VTubers’ live streaming. It illustrates the importance of companionship, avatars, and the personality of VTubers in influencing viewers’ willingness to watch live streaming.

Purpose The purpose of this research is to examine how “mother fans” impact on the existing patterns of parasocial relationships between fans and idols and to gain deeper insights into the motivations underlying the purchase of idol dolls. Additionally, by including the experiences and perspectives of male idol fans, the research seeks to broaden the understanding of fan behavior and enhance comprehension of the motivations driving idol-doll consumption. Design/methodology/approach Taking idol-doll buyers as research objects, this research conducted textual analysis and in-depth interviews to explore fans’ motivations for purchasing idol dolls. Findings Idol doll purchases are driven by emotional attachment, particularly among mother fans who seek to establish a sense of control and maintain a mother–child relationship. Additionally, buying idol dolls can also serve as a disguise for girlfriend fans to cover up their romantic fantasies about their idols. Moreover, idol dolls serve as semiotic identifiers, attracting like-minded fans and gaining community recognition. It should be noted that male idol fans, who are considered deviant from the masculine normative, face scrutiny in female-dominated communities, needing further proof of authenticity. Practical implications This research promotes understanding the motivations behind idol-doll purchases and can assist marketers in catering to the emotional needs of fans, particularly mother fans, by designing and marketing dolls that resonate with their desired sense of attachment. Social implications By recognizing and emphasizing the positive aspects of fan activities, this study contributes to the ongoing process of de-demonization and normalization of fandom. Additionally, this research also seeks to contribute to a more comprehensive understanding of the struggles and emotional needs of the Chinese young generation. Originality/value This study explores the under-researched mother-fan group’s emotional needs and their motivations of purchasing idol-dolls. It also acknowledges the distinct perspectives and experiences of male idol fans, providing a fresh and unique viewpoint on idol-doll consumption.

Purpose This paper categorizes the seven generations of people living in the USA with a 15-year per generation matrix. This paper presents the communication styles of five generations active as employees and consumers in the USA today: the Traditionalists, Baby Boomers, Generation X, Millennials (GenY), and GenZ. This paper provides strategies for more efficient intergenerational communication. Design/methodology/approach This paper is the result of a multi-method qualitative research that crystallizes data from in-depth interviews with ten entrepreneurs in global business and participant observation as a college professor for GenY and GenZ students. Findings Organizations need to consider adopting generation specific social media apps for two-way communication. This paper unveils the communication preferences of five generations currently active in the workforce and marketplace in the USA: The Traditionalists, Baby Boomers, Generation X, Millennials (GenY), and GenZ. Practical implications For the sustainability of any organization, it is critical to study the communication preferences of the five generations active in the workforce and marketplace in the USA today. In order to achieve intergenerational communication efficiency, companies/organizations need to (1) Conceptualize intergenerational communication as a form of intercultural communication; (2) Craft clear “vision statements;” (3) Communicate with simple language to all generations; (4) Engage in two-way communication via mass media and social media. Theoretical and social implications The ongoing digital transformation has a dramatic impact on organizational communication in the USA. Applying the “Speech Code Theory” and “News Find Me” perspective, this research proposes viewing intergenerational communication as intercultural communication. Companies and organizations face challenges with managing, incorporating, and engaging with five generations of employees and customers who grew up in different economic eras, impacted by different technologies and media. Originality/value This is the first academic study that synthesizes communication preferences of five generations active in the workforce and marketplace in the USA. This multi-method approach incorporates first hand data from in-depth interviews with ten global business leaders from the generations of Traditionalist, Baby Boomers, and Generation X, as well as participant observation as a professor in the USA for students in GenY (Millennials) and GenZ generations.

By combining traditional practices and the codes of TikTok, news media on TikTok provide journalistic news targeting in particular the so-called “Generation Z.” Short and often playful videos represent a new journalistic discourse that links journalistic information to TikTok culture. With the emergence of journalism on TikTok, news media have to negotiate and justify their authority on this digital social network and have to explain how journalism works. Journalists on TikTok are thus also providing media education, by showing manifestations of journalism or by justifying that the newspapers deserve to be TikTok-certified. Media adapt the content and the nature of their videos to TikTok, for example, by participating in viral trends, by publishing videos that affect the lives of young Internet users, or by telling information with a humorous angle. Through the different ways of interacting, media manage to include Internet users in the news production and to show the media community.