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

Medan City

Munzaimah and Moulita

Universitas Sumatera Utara, Jl. Dr. T. Mansyur No. 9, Medan

Keywords: Social Media, Uses & Gratification, Dependency Theory, Gen Y, Gen Z

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.

1 INTRODUCTION

1.1 Research Background

In this digital era, interpersonal communication and

ways of consuming mass media are also experiencing

a shift from people who communicate in closed

channels such as letters, telephones, e-mails to people

who like to broadcast video and text in messaging and

media sharing applications. Likewise, the way they

get or search for news and other information,

newspapers, magazines, and tabloids have become

extinct and have been replaced by online news portals

with digital news formats that are presented faster and

are immediately accepted in the user's hand (mobile

phone).

Medan is home to multi-ethnic people who come

from the areas surrounding the city of Medan as the

capital of the province of North Sumatra as well as

ethnic immigrants from outside North Sumatra who

migrated because of the economic attractiveness of

the city of Medan which from the start was a strategic

business and trade city on the edge of the Malacca

strait. Thus, Medan is worthy of being called a

miniature of multicultural Indonesia. Its population is

around 2 million people, making it the third largest

city in Indonesia. As a big city, the internet service in

this city can be said to be better than other areas

outside the city of Medan. About network

availability, price, and network speed. Therefore,

Generation Y and Generation Z in Medan are very

close to the demographic profile of Generation Y and

Generation Z nationally.

Previous studies have shown that teenagers spend

a lot of time on the internet, and half of that time is

spent on social media (Scott et al., 2016). Research

conducted by Spring (2018) states that the most

popular social media platform for teenagers is

Snapchat, followed by Instagram and Twitter

(Statista, 2018). Younger people are moving away

from Facebook and embracing different platforms

instead (Statista, 2018). This shows that each

generation interacts with social media in different

ways and for different purposes.

In Indonesia, according to the Association of

Indonesian Internet Service Providers (APJII), in

2018, more than 98 million Indonesians were

connected to the internet and 95% of the activities

carried out were opening social media. (Ardi and

Putri 2020) According to the 2020 population census

which conducted by the Central Statistics Agency

426

Munzaimah, . and Moulita, .

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

DOI: 10.5220/0011824200003460

In Proceedings of the 4th International Conference on Social and Political Development (ICOSOP 2022) - Human Security and Agile Government, pages 426-430

ISBN: 978-989-758-618-7; ISSN: 2975-8300

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

(BPS) of Indonesia, the composition of the

Indonesian population is currently dominated by

productive age. The two largest age groups are

Generation Y or better known as Millennials and

Generation Z. The proportion of Generation Z (Gen

Z) is 27.94% and Millennial Generation (Gen Y) is

25.87% of the total population of Indonesia.(BPS,

2021)

Gen Y and Gen Z are each the earliest generation

to adapt to the digital world, they have been in contact

with the digital world from an early age (digital

native). These two generations no longer have the

need to consume conventional media such as

newspapers and printed magazines, even electronic

media such as radio and TV are products that they

rarely consume.

Social media is currently very influential on the

formation of individual communication interactions

between generations and intra generations. On social

media, Gen Y and Gen Z get information, satisfaction

(leisure), and entertainment (Bolton et al. 2013).

According to Hasbullah, social interactions that occur

in cyberspace are built on a pattern of reciprocal and

mutually beneficial interrelationships built on trust

and supported by norms, positive and strong social

values. There is also the principle of voluntary and

willing to involve themselves in a network of social

relations. (Hasbullah, 2006)

Knowing the behavior of using social media Gen

Y and Gen Z is the entrance to find out and

understand what is going on and where the generation

is moving. Because most stereotypes about Gen Y or

Gen Z come from assumptions, which can keep us

from understanding the truth about these two

generations (IDN Millenial Report 2020)

1.2 Focus of Discussion

This article focuses on the discussion of three

variables in the uses and gratification theory as well

as dependency, namely cognitive, affective and

behavioral aspects to see the specific role of social

media in individual (micro) lives and the role of social

media on dependency relations between users

(audience), media systems, and the wider social

system (macro).

This article is based on research that uses a

quantitative approach with a descriptive type of

research. To get a picture of the character and

behavior of social media users in gen Y and gen Z,

the author has conducted a survey on respondents in

the city of Medan.

2 METHODOLOGY

The population in this study are residents of Medan

city who fall into the Gen Y and Gen Z categories.

Several researchers from various countries have

conducted separate studies on Gen Y and social

media, such as what was done (Pyöriä, Pasi. Ojala,

Satu. Saari, Tiina and Järvinen 2017), (Meechunek

2018), (Werenowska and Rzepka 2020) and (Bolton

et al. 2013). All of these researchers classify Gen

Y/millennials as those born in the early 1980s to the

late 1990s. There are differences in determining the

final range of Gen Y, some limiting it to 2000, 1999,

some only until 1994.

Meanwhile, Gen Z is generally associated with

those born after 2000. The range of years of birth of

Gen Z is more varied in some previous studies than

Gen Y. Previous literature describes Gen Z as a group

of individuals born from 1995 to 2009. Tapscott

(2008) limits this generation between 1998-2008,

Dimock (2019) starts Gen Z from 1997, Lyons,

LaVelle, and Smith (2017) defines the year of birth of

Gen Z members between 1993-1999, Kissinger

(2019) says Gen Z people born between 1997-2012,

but for Madden (2017) anyone born between 1995

and 2009 is considered a member of Generation Z.

(VITELAR 2013); Kissinger 2019)

The very large number of populations is the

reason for researchers to use samples by using a

sampling technique first. The sample is used to reduce

the use of time, effort, and costs in cross-sectional

research or research that is conducted only at one time

(Neuman, 1997: 28). The number of samples in this

study were four hundred respondents (400) which

were divided equally between Gen Y and Gen Z. The

number of respondents between women and men was

also divided equally for each generation. Sampling in

this study using purposive sampling technique.

The data obtained through the process of

collecting data through surveys were then analyzed

using descriptive statistical analysis techniques. The

data will be presented in the form of a single data

frequency distribution or cross data tabulation. The

results of data analysis are then presented in the form

of a diagram that can describe the results of the study.

Statistical data obtained through data processing

using SPSS.

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

427

3 THEORIES

3.1 Uses & Gratification Theory

The uses & gratifications approach is one of the

proper theoretical foundations for analyzing the

motives of media users. Because this theory assumes

users who actively choose the media used and the

second is that the media used can provide

gratification for the goals to be achieved. (Alyusi

2018) This theory suggests that audiences have

complex needs that need to be met through the use of

media (Bungin: 2006)

Katz, Gurevitch and Hazz (Effendy: 2000) say

that there are several reasons for the fulfillment of

someone who wants to be fulfilled in using the media,

namely:

1. Cognitive Needs; namely needs related to

information, knowledge and understanding.

This need is based on the desire or urges to

understand and master the environment, it

also satisfies curiosity and the urge to

investigate

2. Affective Needs; i.e. needs related to

aesthetic, pleasurable and emotional

experiences

3. Personal integration needs are needs related

to credibility, confidence or trust, stability

and individual status. These things are

obtained from the desire for self-esteem.

4. Social integration needs, namely needs

related to the addition of contact with family,

friends and the outside world. These things

are based on a desire for affiliation.

5. Escapist needs are needs related to the desire

to escape from conditions of tension,

emotion, loneliness and lack of social

support, requiring entertainment as a

solution.

3.2 Depedency Theory

Dependency theory is considered one step ahead of

uses & gratification theory in showing the influence

of media. The uses & gratification approach views the

audience as an active and goal-directed audience

instead of being used passively by the media.

Audiences are very responsible for selecting media to

meet their own needs. However, in the process of

using media, users may develop certain dependencies

that give the media more power than the uses &

gratification theory imagines. (Littlejohn and Foss

2009)

The dependency theory was first proposed by

Sandra Ball-Rokeach and Melvin De Fleur. They

both use a systems-wide approach, in one model they

propose an integral relationship between the

audience, the media, and the larger society.

There are two factors that determine how

dependent users are on media according to Ball-

Rokeach and DeFleur. First, users will become more

dependent on media that satisfy some of a person's

needs than on media that satisfy only a few of their

needs. For example, for a group of people, the

function of the news reporting media is more

important than sports. then the dependence on

information from a media that presents news

increases, because the media provides more important

information for the group.

The second source of dependence is social

stability, as social change and conflict escalate,

established institutions, beliefs, and activities are

challenged, prompting a reassessment and perhaps

new choices regarding media consumption. At such

times the dependence on the media will increase.

Conversely, the more stable the situation, the

dependence of a person on the media will decrease.

4 RESULT & DISCUSSION

Comparison table of respondents' opinion percentage about

using social media to fulfill cognitive needs

We summarize respondents' opinions regarding the

use of social media to fulfill cognitive needs. There

are five (5) criteria of cognitive needs that we ask;

firstly using social media can get learning from

others, secondly being able to exchange opinions

freely with anyone on social media, thirdly meeting

people who have the same views/interests, fourthly

being able to see interesting comments about the

latest news through social media, lastly can free to

discuss trivial topics when interacting with others.

From the results of respondents' answers, the two

generations majority chose 'agree' and 'strongly agree'

Kategori

Jawaban

Mendapatkan

pembelajaran

dari orang lain

Dapat bertukar

opini secara

bebas dengan

siapa saja di

media sosial

Bertemu dengan

orang yang

mempunyai

pandangan/

ketertarikan

yang sama

Dapat melihat

komentar menarik

tentang berita

terbaru melalui

media sosial

Dapat bebas

membahas topik

remeh saat

berinteraksi

dengan orang

lainO

Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z

San

at setu

u 14.72 30.80 11.66 17.72 15.95 25.32 17.79 27 11.66 25.74

Setuju 71.17 57.38 57.06 64.98 57.67 54.85 59.51 54.85 49.08 45.57

Kurang setuju 11.6 10.13 28.22 15.61 20.86 17.30 20.25 15.61 31.90 23.63

Tidak setuju 2.45 1.69 3.07 1.69 5.52 2.53 2.45 2.53 7.36 5.06

Total 100 100 100 100 100 100 100 100 100 100

ICOSOP 2022 - International Conference on Social and Political Development 4

428

for the first four categories. As for the last category,

although the two generations still prefer to 'agree', the

second most is the choice of 'less agree'. We can

conclude from the category of social media to fulfill

this cognitive need, both generations are very

enthusiastic about using social media to get learning

from others. Then some of the second generation

population seems to have decreased interest in

discussing trivial topics when interacting with other

people on social media.

Comparison table of respondents' opinion percentage about

using social media to fulfill affective needs

In addition to cognitive aspects, we also

summarize respondents' opinions regarding the

fulfillment of affective aspects in using social media.

There are five affective criteria that we propose,

firstly getting the latest information about friends and

family, second feeling mutually reinforcing even

though they have never met, third more connected to

what is happening in friends' lives, fourth place to

find different perspectives, and fifth form feelings

closer with friend. From the results of the responses

we received, the majority of these two generations

chose 'agree' for all criteria.

Comparison table of respondents' opinion percentage about

using social media as a means of release

Social media is also a means for release by using

it as the following criteria; firstly looking for the latest

information in the community, secondly using social

media for looking for idol artist gossip, third using

social media to find news with certain topics. The

fourth uses social media to find funny things, the fifth

uses social media to share new ideas. Both

generations overwhelmingly chose the agree and

strongly agree categories for the first criterion.

However, for the second criterion, Gen Y even

though the criteria for agreeing remained in the

majority, the category that did not agree was the

second highest, Gen Z even those who chose not to

agree became the majority followed by those who

chose to agree in the second position. The rest for

criteria 3, 4 and 5 the majority of respondents chose

to agree and strongly agree. From these results we can

conclude that both generations really use social media

to find out the latest information and developments in

society. Most of Gen Y likes to look for celebrity

gossip on social media, while Gen Z mostly doesn't

even like looking for celebrity gossip on social media.

Social media is also used by these two generations to

find news on a certain topic, or just to find

entertainment with funny posts. Both generations also

predominantly agree that social media is used to share

new ideas.

5 CONCLUSION & FOLLOW UP

5.1 Micro 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. First on cognitive needs,

namely needs related to information, knowledge and

understanding.

In today's digital generation, there is a

phenomenon called fear of missing out (FOMO). Fear

of missing out is a psychological syndrome in the

form of fear that arises in individuals, when other

people have fun without their presence (Przybylski,

Murayama, DeHaan, & Gladwell, 2013 in (Risdyanti,

Faradiba, and Syihab 2019). In this FOMO syndrome,

social media is not only a tool to find out everything

that they feel is important like normal people, they

have feelings of fear, anxiety, anxiety or worry if they

are not involved in social activities with the people

around them, they will tend to be more attached to the

media. social life to cause negative consequences for

him.

From table 1 of the survey results above, we can

see that the majority of Gen Y and Gen Z do use social

media to fulfill their cognitive needs such as getting

learning from others, being able to exchange opinions

KATEGORI

Mendapatkan

informasi terbaru

tentang teman

dan keluarga

Merasa saling

menguatkan

meskipun belum

pernah bertemu

Lebih terhubung

dengan apa yang

terjadi di

kehidupan teman

Tempat

menemukan cara

pandang berbeda

Membentuk

perasaan lebih

dekat dengan

teman

Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z

Sangat setuju

20.25 28.27 11.66 23.21 12.27 21.94 15.95 24.05 14.11 21.94

Setuju

68.10 63.29 60.12 51.90 61.96 54.43 62.58 55.70 56.44 57.38

Kurang setuju

10.43 7.59 25.15 23.21 20.86 21.94 19.63 17.30 26.99 18.14

Tidak setu

1.23 0.84 3.07 1.69 4.91 1.69 1.84 2.95 2.45 2.53

Total 100 100 100 100 100 100 100 100 100 100

KATEGORI

Menggunakan

media sosial

karena mencari

informasi terbaru

di masyarakat

Menggunakan

media sosial

karena mencari

gosip artis idola

Menggunakan

media sosial

untuk mencari

berita dengan

topik tertentu

Menggunakan

media sosial

untuk mencari

hal-hal yang lucu

Menggunakan

media sosial

untuk berbagi ide

yang baru

Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z Gen Y Gen Z

Sangat setuju 19.63 34.18 12.88 15.61 22.09 26.16 19.63 29.96 16.56 20.68

Setuju 71.17 56.96 40.49 32.49 57.06 60.34 59.51 58.65 65.64 68.35

Kurang setuju 9.20 8.44 30.06 37.55 19.02 13.08 19.63 10.55 15.34 9.70

Tidak setuju - 0.42 16.56 14.35 1.84 0.42 1.23 0.84 2.45 1.27

Total 100 100 100 100 100 100 100 100 100 100

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

429

freely with anyone on social media, meeting people

who have the same views/interests, and can see

interesting comments about the latest news through

social media.

Thus, there is no doubt that Gen Y and Gen Z's

dependence on social media can meet the needs of

various types of information, be it knowledge

information or trivial information circulating among

their friends. The social media platforms used are also

relevant to what information they need, so we find

that in generation Y and generation Z there are

different social media platforms dominated by each

generation.

5.2 Macro Approach

In a macro-level approach, we analyze the

interdependence between the user (audience), the

media system, and the wider social system. An

example of the phenomenon that the author chooses

for this macro approach is the presence of influencers

on social media who then become a mouthpiece to

amplify values, attitudes and choices that are

considered correct by a community group to an

audience on social media.

The audience here is not seen as users who are free

(rational) to choose, social media audiences are

automatically collected by the social media system

into a bubble containing like-minded people. The

social media algorithm system is increasingly

creating social divisions in society, starting on social

media where people are met only with those who have

the same understanding, then they are unable to

tolerate the differences they encounter in real society,

social conflicts occur starting from the social

divisions that occur. on social media.

The author is still conducting further studies for a

case study of this macro approach, this research work

will be continued by determining a topic that has

occurred in the world of social media which then has

an impact on the social situation and condition of the

community. Determine the influencers that will be

used as resource persons and the social media

audience that is the target market of the influencers.

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