Medijske ličnosti kao uzori adolescenata: sličnosti i razlike između milenijalaca i generacije Z
Media Figures as Adolescent Role Models: (Dis)similarities Between the Millennials and Generation Z

Summary/Abstract: In the process of identity formation and individuation from parents, media personalities can serve as role models for adolescents. This may be the case even more so for today’s adolescents (i.e., Generation Z), since they have been immersed in the new media from birth. This study examines the ways in which two generations of adolescents differ regarding the media figures they identify as role models, as well as the reasons for their admiration. The data were obtained by surveying the Millennial (n = 1283) and Generation Z (n = 1358) adolescents a decade apart. Public figures served as role models for every other Millennial, compared to three out of four Generation Z adolescents. Crosstabs analysis shows that both generations admire media celebrities most, followed by athletes, with all other types of public figures being far less represented. According to the obtained models of logistic regression, the patterns of admiration reasons are similar in both generations, with celebrities being admired for their cheerfulness, communicativeness, physical appearance, fame, and popularity. The growing influence of the new media is evident from the rising number of media figures that Generation Z identifies as role models compared to the Millennials (431 public figures named as idols by Generation Z, and 277 by the Millennials) and the emergence of microcelebrities, e.g., YouTubers and influencers. The Generation Z adolescents who admired microcelebrities were found to have professional aspirations in this domain.

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