Study on the Role of New Media Consumption in Developing Generation Z’s Reading Culture
Keywords:
diffusion of innovations, New media, media literacy, reading culture, Generation ZAbstract
This study aims to examine how new media consumption influences the development of reading culture among Generation Z, a cohort born and raised in a fully digital and interactive environment. The study employed a qualitative design using thematic analysis. Data were collected through in-depth interviews with 15 experts in media, educational sciences, and cultural studies. Thematic analysis followed six stages: data familiarization, initial coding, theme extraction and revision, theme definition, and final reporting. The findings revealed three major dimensions of influence: (1) facilitation of access and dissemination of reading resources by overcoming temporal, spatial, and economic barriers; (2) enhancement of reading motivation and interaction through interactive features such as gamification and online reading communities; and (3) diversification of reading culture via multimedia and personalized content aligned with users’ interests. Challenges such as digital distraction, social media dependency, and low content quality were also identified, highlighting the need for targeted media literacy education and cultural policy. New media consumption presents a strategic opportunity to strengthen Generation Z’s reading culture. Through innovative and interactive communication channels, new media can reshape reading habits and promote sustainable cultural development and social capital. Effective collaboration among policymakers, educators, cultural practitioners, and Generation Z is essential to fully leverage these potentials.
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Copyright (c) 2025 Ebrahim Kafshdar Toosi (Author); Mehran Samadi; Hatef Pourrashidi Alibigloo (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
