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Esta investigação foca-se no estudo dos Millennials e do seu comportamento nas redes sociais como objeto de estudo das ciências da comunicação, considerando o fenómeno de estarem a abandonar redes sociais migrando para plataformas de iMessaging, alterando a forma como comunicam.
Este estudo está assente numa abordagem interpretativista, partindo de pressupostos explorados no enquadramento teórico que vão ajudar a construir as questões a que esta investigação pretende responder. No enquadramento teórico é feita uma revisão de literatura que enquadra a investigação, de forma a permitir uma discussão crítica dos conceitos mais relevantes. Por um lado, temos a conceção de que os Millennials são uma geração egoísta, mas, por outro, estes jovens não se reveem nessas designações, considerando-se com capacidades para assumirem o futuro da sociedade, aliados à sua aptidão para as novas tecnologias, designadamente a Internet e as redes sociais.
Estes conceitos estão englobados nas correlações entre comunicação, tecnologia e sociedade, compreendendo a mutação do papel da comunicação, a evolução das novas tecnologias e como ambas vão influenciar a sociedade contemporânea.
No que concerne o trabalho empírico, esta investigação vai procurar caracterizar os Millennials baseando-se em depoimentos de jovens que pertençam ao target através de focus groups e entrevistas, percebendo o seu comportamento nas redes sociais. Ao cruzar os dados recolhidos nos três focus groups e nas duas entrevistas realizados, percebe-se que os Millennials sabem que não são bem vistos pelas gerações anteriores, o que contrasta com a sua visão mais positiva, sendo que se consideram jovens empreendedores, inteligentes e cheios de capacidades. Para além disso, reconhecem a sua forte tendência para as redes sociais, mas relativizam o seu abandono por consideram natural migrarem para onde estão os seus familiares e amigos.
Assim, entende-se que estão efetivamente a abandonar algumas redes sociais, sendo que a maioria estará a transitar para plataformas de iMessaging como forma de comunicação preferencial.
This investigation focuses on the study of Millennials and their behavior on social networks as a scientific positioning within the communication sciences, considering the phenomenon that they are abandoning social networks migrating to iMessaging platforms, changing the way they communicate with others. Trailing an interpretivist approach, this research follows the assumptions that will create its theoretical outline, helping to build the main questions of this investigation. In the theoretical outline it will be based on reviewing previous works that will frame the investigation, letting us compare concepts far ahead. In one hand, we have the concept that Millennials are a selfish generation, on the other hand, these young people don’t see themselves in those designations, considering that they can own the society’s future, supported by their natural skill for new technologies, mainly the Internet and social networks. These concepts are implanted in the correlations between communication, technology and society, understanding that there is a mutation in communications roles, the evolution of new technologies and how both will influence contemporary society. This research will characterize Millennials grounding in the opinion of people that belong to this target, learning from young people’s testimonies through focus groups and individual interviews, learning their behavior on social networks. By crossing the data taken from three focus groups and two individual interviews, we learn that Millennials know they aren’t well seen by the previous generations, yet they consider themselves to be entrepreneurs. Besides that, they recognize their big tendency for social networks, but they don’t focus too much on its abandonment, because they will move to platforms where they can easily communicate with their family members and friends. This way we understand that Millennials are really abandoning some social networks, yet the majority moving to iMessaging platforms as a preferential way of communication.
This investigation focuses on the study of Millennials and their behavior on social networks as a scientific positioning within the communication sciences, considering the phenomenon that they are abandoning social networks migrating to iMessaging platforms, changing the way they communicate with others. Trailing an interpretivist approach, this research follows the assumptions that will create its theoretical outline, helping to build the main questions of this investigation. In the theoretical outline it will be based on reviewing previous works that will frame the investigation, letting us compare concepts far ahead. In one hand, we have the concept that Millennials are a selfish generation, on the other hand, these young people don’t see themselves in those designations, considering that they can own the society’s future, supported by their natural skill for new technologies, mainly the Internet and social networks. These concepts are implanted in the correlations between communication, technology and society, understanding that there is a mutation in communications roles, the evolution of new technologies and how both will influence contemporary society. This research will characterize Millennials grounding in the opinion of people that belong to this target, learning from young people’s testimonies through focus groups and individual interviews, learning their behavior on social networks. By crossing the data taken from three focus groups and two individual interviews, we learn that Millennials know they aren’t well seen by the previous generations, yet they consider themselves to be entrepreneurs. Besides that, they recognize their big tendency for social networks, but they don’t focus too much on its abandonment, because they will move to platforms where they can easily communicate with their family members and friends. This way we understand that Millennials are really abandoning some social networks, yet the majority moving to iMessaging platforms as a preferential way of communication.
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Millennials Millennials characterization Generation Y Social networks iMessaging Social networks abandonment Caracterização de Millennials Geração Y Redes sociais Abandono de redes sociais