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Embracing the Visual, Verbal, and Viral Media: How Post-Millennial Consumption Habits are Reshaping the News

Mediated Millennials

ISBN: 978-1-83909-078-3, eISBN: 978-1-83909-077-6

Publication date: 11 November 2019


The post-millennial or Generation Z constitutes people born in 1997 or after. This study theorizes how news consumption habits of the post-millennial generation are reshaping the news. As the newest generation of media users, Generation Z or the post-millennials, comprising people born in 1997 or after, will inherit the millennial legacy. Generation Z has embraced the visual, verbal, and viral aspects of digital and social media platforms. They rarely engage with traditional news sources, which they deem as nearly extinct.

Based on 2019 meta-analytical research review of 16 key studies (published between 2017 and 2019) of media consumption habits of post-millennials, this research study delineates news consumption habits of post-millennials. It theorizes how this new generation of media users are embracing the visual, verbal, and viral media to reshape news content. The propensity of the post-millennials to participate in the news cycle shapes their rapidly changing preferences and usage patterns.

Over the years, news consumption has varied among different age groups. Newspapers and television were popular with the Silent generation, comprising people born between 1928 and 1945. The Internet significantly transformed media use among baby boomers, the generation born between 1946 and 1964, and Generation X, which constitutes people born between 1965 and 1980. The rise of social media has significantly transformed media use of millennials or Generation Y, born between 1981 and 1996. They were the first generation to come of age in the new millennium.

Unlike Generation X and boomers, the post-millennials or Generation Z sparsely engage with traditional news sources they deem as nearly extinct, including print media such as newspapers and magazines. They rarely watch television news or listen to radio. They report different news values with less concern about accuracy and more attention toward entertainment and interaction.



Gentilviso, C. and Aikat, D. (2019), "Embracing the Visual, Verbal, and Viral Media: How Post-Millennial Consumption Habits are Reshaping the News", Schulz, J., Robinson, L., Khilnani, A., Baldwin, J., Pait, H., Williams, A.A., Davis, J. and Ignatow, G. (Ed.) Mediated Millennials (Studies in Media and Communications, Vol. 19), Emerald Publishing Limited, Leeds, pp. 147-171.



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