Needs Fulfillment Analysis of Social Media for Gen Y and Gen Z in Medan City

Munzaimah, Moulita

2022

Abstract

This article attempts to explain the analysis of Gen Y and Gen Z characters in using social media using Uses & Gratification theory and Dependency theory. As the main objective of this theory, this article also focuses on the work on the interdependence between the media system, the larger social system, and the media users. We conducted a survey on 400 respondents from Gen Y and Gen Z in the city of Medan. This survey summarizes three external aspects of dependence on media according to theory, namely cognitive, affective and behavioral aspects. From the survey data, we then tested the dependence on media at two levels of approach, namely the macro level approach and the micro level approach. At the micro-level approach we look more specifically at the role of media in individual lives, analyzing how people use and depend on media to meet specific goals or needs. In a macro-level approach, we analyze the interdependence between the user (audience), the media system, and the wider social system. The conclusion of this research work is how social institutions can build media systems that are appropriate and compatible with Gen Y and Gen Z characters as part of the largest social media audience.

Paper Citation

in Harvard Style

Munzaimah. and Moulita. (2022). Needs Fulfillment Analysis of Social Media for Gen Y and Gen Z in Medan City. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 426-430. DOI: 10.5220/0011824200003460

in Bibtex Style

@conference{icosop22,
author={Munzaimah and Moulita},
title={Needs Fulfillment Analysis of Social Media for Gen Y and Gen Z in Medan City},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={426-430},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011824200003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - Needs Fulfillment Analysis of Social Media for Gen Y and Gen Z in Medan City
SN - 978-989-758-618-7
AU - Munzaimah.
AU - Moulita.
PY - 2022
SP - 426
EP - 430
DO - 10.5220/0011824200003460
PB - SciTePress