The social impact of virtual identities on generation Z

Gigor Áron (2023) The social impact of virtual identities on generation Z. Külkereskedelmi Kar. (Kéziratban)

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Absztrakt (kivonat)

THE SOCIAL IMPACT OF VIRTUAL IDENTITIES ON GENERATION Z Since the early 2000s, the use of social media has been on the rise. It has now become so ubiquitous that all parties who wish to take part in social communication – be it individuals or companies – are essentially required to actively engage others on these platforms. The problem is that social media creates a space that is entirely unlike the real world, yet the two are now intertwining and becoming more and more difficult to separate – when one changes, so does the other. In this study I wish to gather data on why people feel the need to stay present on social sites, how they build their virtual identities and what effects these have on their own personal social lives. The basis of this research is generation Z – young people whose age ranges from 18-26. I chose this group because these individuals have grown up in a culture in which social sites on the internet have dominated remote communication. I recorded their answers and tendencies with the help of a google form, which was mainly spread through my own social circles on the internet. Since the form was deliberately made to be entirely anonymous and I asked for the help of my own acquaintances to share the document, I cannot measure the willingness and honesty of the research subjects. I mainly used closed questions and 5-step Lickert scales, whose possible answers I based on the literature in this field. Though during the query trial the form’s questions were found to be understandable and inclusive in a sense that most if not all popular answer choices had been provided, I must mention that since subjects were required to give personal and difficult answers, the final data may contain dishonest opinions. The data overwhelmingly suggests that people frequent these sites primarily to connect with and stay in touch with others, and they do not find the negative prospects of rampant social media use threatening to them. They are aware of the potential dangers related to the individual – such as the deterioration of one’s sense of self-worth – but consider themselves conscious and honest users of these platforms. In stark contrast, they perceive other users as truly superficial with fake virtual identities. Therein lies the problem; everyone believes that they disclose a truthful version of themselves, yet the world created by social media is still obviously and undoubtedly a deeply fabricated one.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	communication, content creation, psychology, relationships, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Már. 22. 12:56
Utolsó módosítás:	2024. Már. 22. 12:56

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