Do you speak Generation Z? A qualitative study on how the youngest generation is contextualized in modern mediated society through business perspective.

This research examines the contextualization of the discourse of the Generation Z. The identity of the generation is delineated based on definitions such as “digital natives”, “the most diverse generation so far” and “the overindulged and materialistic generation”. The contradictory elements of Gen Zers’ identity drew marketers’ attention, as the fluidity of their characteristics made the generation rather unapproachable to the advertising industry. Using the research question “How is the discourse of Generation Z established in business – oriented newspapers”, the study delves into how the characteristics of the generation are represented in financial media outlets. This research aims to reveal which are the subtle elements of the generational identity, and to re – contextualize it through a business perspective. It draws upon 177 newspaper articles from two business – oriented newspapers, The Wall Street Journal and the Financial Times. In order for the research to disclose the underlying elements of the articles, corpus linguistics and critical discourse analysis were employed. The combined methodological strategy intends to address the contextualization of Generation Z by critically engaging to statistically significant textual elements. The use of those two methods aided the utilization of a relatively big corpus of articles. Therefore, the results are reflective of actual societal phenomena, as those methods can stress the social interdependences of the Generation Z. The data analysis resulted in the generational contextualization based on the discourses of materialism, technology and diversity, along with a discourse that defines social elements in the identity of the generation. The interdiscursivity of the three main discourses illustrated that the identity of Generation Z is re-contextualized under the weight of balancing between their hopes to adopt a diverse, caring and all – inclusive lifestyle in the empowering technological environment and the marketers’ inquires to harness their attributes by transforming their identity elements into commodities. The commodification of the identity of Generation Z allows its members to establish their consumerist identity, but this tactic leaves Gen Zers in a precarious state concerning their individuality.