School of Communication and the Arts


Master of Fine Arts in Graphic Design (MFA)


Stacy Cannon


Brand Campaign, Graphic Design, Generation Z, Branding, Illustration


Art and Design


Twenty first century youth have never known a world without the Internet. From childhood they are increasingly reliant on the Internet for their sense of connectivity, play, communication, and socialization. These habits that are formed at a young age are rewiring children’s brains in a negative light. Psychological effects such as narcissism, escapism, instant gratification, and social comparison have become common issues that the current generation faces every day. This thesis will examine how increased dependency on social media and the Internet affects Generation Z and beyond. To better understand how media is affecting childhood and beyond, research was conducted through a series of research questions: 1. How has the digital age impacted childhood? 2. What is internet addiction? 3. What are the psychological effects of internet addiction? 4. What is narcissism? 5. What is escapism? 6. What is instant gratification? 7. How is social comparison becoming a problem? 8. How has Gen Z been affected? After completing this research, a literature review was conducted in addition to a visual analyses and content analyses. Based off of the research conducted, a visual solution was created in order to educate Generation Z about the dangers of media usage from a young age. The thesis visual deliverable created was a multifaceted brand campaign including posters, environmental graphics, narrative literature, website, and social media graphics. Through these outlets, Generation Z will have a greater understanding of the dangers of relying on media while also equipping them with new ways to create change and better habits with the screen.