Social media activism: Delving into Generation Zs experiences

Title

Social media activism: Delving into Generation Zs experiences

Creator

Jude, Ann Vaneza; P, Padmakumari

Description

Generation Z, a digitally tethered cohort, widely utilises social media platforms for activism. As their influence within organisational and political spheres rises, their digital activism will likely redefine the sociopolitical landscape, especially in India, where youth civic participation is pivotal. However, despite its prominence, there is a significant dearth of research exploring what goes on behind the screens. Therefore, this study aimed to explore the experiences of Generation Zs social media activists, particularly their perceived identity, roles, underlying motivations, real-world and self-impact. Employing a phenomenological qualitative research design, 10 semi-structured interviews were conducted. Thematic analysis revealed that while both internal and external catalysts drive Generation Zs social media activism, it is also characterised by intersecting identities, emotional turbulence, adverse psychological effects, uncertainty, self-devised coping mechanisms and opportunities for personal growth. Thus, this study presents a comprehensive portrait of the typical Generation Z social media activist, with wide-ranging implications. 2025 Australian and Aotearoa New Zealand Communication Association.

Source

Communication Research and Practice;Volume;12;Issue;1;pp.20-37

Date

01-01-2026

Publisher

Taylor and Francis Ltd.

Subject

Digital advocacy; digital natives; sustainable activism; youth civic engagement

Coverage

Jude A.V., School of Psychological Sciences, CHRIST (Deemed to be University), Bengaluru, India; P P., School of Psychological Sciences, CHRIST (Deemed to be University), Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 22063374;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1080/22041451.2025.2554375

https://www.scopus.com/pages/publications/105015325304?origin=resultslist