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This book builds on existing conversations surrounding millennials and media use by examining Generation Z's engagement with new media technologies and comparing it to that of millennials. Ahmet Atay and Mary Z. Ashlock have assembled this edited volume in which contributors focus on three interrelated areas: how millennials and Gen Z use new media technologies and platforms in different contexts; how they use media and what they do with it; and the relationship between the two generations and the media as media outlets attempt to use millennials and Gen Z as their targeted audience group. Through close analysis and comparison, this volume generates a richer discussion about the cultures of millennials and Gen Z and their complex relationship with media texts and platforms. Scholars of media studies, technology studies, communication, and sociology will find this book particularly useful.
List of contents
Introduction: New Media Technologies, Social Media, Millennials, and Generation Z: An Introduction
Ahmet Atay and Mary Z. Ashlock
Section 1: Social Media in Everyday Life
Chapter 1: Strike a Po(z)e!: Generation Z's Engagement with Fashion Brands on Social Media
Sophie Nightingale and Cristina Miguel
Chapter 2: Millennials/Gen Z, Dating Applications and Tinder: Living on Social Network Sites and Searching for Love and Community
Ahmet Atay
Chapter 3: Everything is an App (Including Us): The Media Ecology of Generation Z
Brian Gilchrist
Chapter 4: Millennials and the Gen Z in the Era of Social Media
Anca Serbanescu
Section 2: Millennials and Generation Z in Different Contexts
Chapter 5: Welcoming Gen Z to the Workforce: Leveraging Digital Literacy for Recruitment and Retention
Stephanie Smith and Michael Strawser
Chapter 6: Observations in the Classroom: Bridging the Gaps among Media, Technology, and College Students
Mary Z. Ashlock, Yi Jasmine Wang, Lindsay J. Della, Siobhan E. Smit
About the author
Ahmet Atay is Professor of Global Media and Communication at the College of Wooster, USA. His research focuses on diasporic experiences and cultural identity formations; British and US soap operas, the usage of new media technologies in different settings; and the notion of home; representation of gender, sexuality, and ethnicity in media; queer and immigrant experiences in cyberspace, and critical communication pedagogies.Mary Z. Ashlock is associate professor in the Department of Communication at the University of Louisville.Mary Z. Ashlock is associate professor in the Department of Communication at the University of Louisville.Ahmet Atay is Professor of Global Media and Communication at the College of Wooster, USA. His research focuses on diasporic experiences and cultural identity formations; British and US soap operas, the usage of new media technologies in different settings; and the notion of home; representation of gender, sexuality, and ethnicity in media; queer and immigrant experiences in cyberspace, and critical communication pedagogies.Michael G. Strawser is assistant professor of communication at the University of Central Florida.Yi Wang is associate professor of history at Binghamton University.
Summary
This book examines millennials and Generation Z in the context of media and visual culture, considering three interrelated areas: how millennials and Gen Z use new media technologies in different contexts; what they do with media; and the relationship between media and the two generations that make up their target audience.
