Dissertations and Theses @ UNI

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Open Access Thesis

Abstract

Social media usage has become a cornerstone of the everyday lives of Americans. From the years 2012 through 2021, the percentage of U.S. adults who say they use the social media platforms of YouTube, Facebook, Instagram, TikTok, Reddit, X/Twitter and Snapchat have grown exponentially, according to data from the Pew Research Center (Auxier & Anderson, 2021). Primarily among young people (those age 18-29) social media growth share has been the most prevalent, with this age range being mostly made up of Millennials and Generation Z (or Gen Z). The same Pew Research study found stark differences in the social media habits of Millennials and Gen Z in comparison to the age group from 30-65 and older. 95% of those aged 18-29 reported ever using YouTube, 71% with Instagram, 65% with Snapchat and 48% with TikTok. In comparison, only about 49% of adults 65+ report ever using YouTube, less than half of adults older than age 30 have ever used Instagram, less than one-third with Snapchat and only about 20% with TikTok (Auxier & Anderson, 2021). The Pew study indicates that younger generations are more engaged with social media, often using multiple platforms. It is also worth noting that social media usage across age ranges is relatively similar, with the primary difference across ages being which specific platforms they use (Pew Research Center, 2023).

Year of Submission

2024

Degree Name

Master of Arts

Department

Department of Communication and Media

First Advisor

Tom Hall

Date Original

2024

Object Description

1 PDF file (54 pages)

Language

en

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