Date

4-2022

Department

School of Communication and the Arts

Degree

Master of Arts in Strategic Communication (MA)

Chair

John Dunkle

Keywords

Generation Z, Gen Z, Generational Labeling, Stereotypes, Labels, Perceptions

Disciplines

Communication

Abstract

Generation Z is the newest cohort to be introduced in the generational cycle and has earned the attention of marketers, researchers, and the general public alike. While individuals and members of other generations have been quick to stereotype and assign labels to members of Generation Z, little research has been done to see if such labels are accurate. Therefore, the purpose of this study was to discover whether generational labels can accurately communicate the characteristics of individuals within Generation Z. This study used Henri Tajfel's and John Turner’s Social Identity Theory to examine how group membership defines self-identity in terms of a generation and its members. In order to assess the accuracy of stereotypes for Generation Z, 14 members of Gen Z, ages 16–24, from across the United States were interviewed. Using a survey of existing literature and results from the 14 interviews conducted, the researcher concluded that prevailing stereotypes for Generation Z are accurate, yet members of Gen Z still question the effectiveness of such generational labels.

Download

Included in

Communication Commons

Share

COinS