A Potential Relationship Between The Danish Generation Z & Vi Unge: A Qualitative Study on the Danish Generation Z’s Media Behaviour and Perception of an Established Media Outlet

Abstract

This thesis provides new perspectives on the ever-changing media landscape and the challenges established media outlets face in capturing the attention of today’s consumers. With the rise of new and social media sources, competition intensifies, requiring media outlets to understand consumers’ changing attitudes and behaviours to remain relevant. Therefore, this thesis aims to understand how Vi Unge, as a media outlet targeting the Danish Generation Z, can produce content of gratifying character and motivate this audience to use their digital universe. The changing media paradigm, media substitution theory, uses and gratifications theory, generational theory, and media richness theory lay the primary foundation for the theoretical framework for understanding the complex media landscape, including the relationship between new and existing media sources, as well as Generation Z’s behaviours towards media consumption. Through qualitative research comprising semi-structured interviews, a focus group interview, and in-depth interviews, it is possible to understand the underlying assumptions behind the generation’s attitudes and beliefs. Through a discussion, core points from the analysis are elevated to grasp which initiatives Vi Unge shall consider to survive in the new social media landscape. In conclusion, the thesis reveals that Generation Z’s characteristics are distinct from previous generations. Therefore, it is evident that Vi Unge ensures its social media content aligns with Generation Z’s interests by including softer topics and touching upon societal issues through collaborations with influencers to make the content more relatable. Furthermore, creating an online community where Generation Z feels acknowledged and heard will enhance engagement. Thus, by creating captivating content and fostering a strong youth community, Vi Unge can strengthen its relationship with Generation Z, improve its social media presence, and maintain relevance in the everchanging media landscape, where balancing the new media economy is essential.