Millenials e redes sociais

: comportamentos da geração nativa digital

Abstract

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.

Date of Award	20 Mar 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)