An analysis of South African media companies’ strategies for Generation Z news media consumption

Abstract

Drawing on the nexus between journalism and news production studies and focusing on social media and mobile media in particular, this research combines the study of news productions and the study of audiences to research news journalism and young audiences (Generation Z)1. The study examines how and why digital natives (Generation Z) engage with media, whether legacy news or digital media. Furthermore, focusing on African journalism in the digital era, this research examines how three South African news media organisations (namely, Media24, Independent News & Media and Arena Holdings) are responding to changes in technology, consumer preferences and generational change in terms of how they gather, produce and distribute news. The interconnection between journalism, mobile media and news production theories provide a perfect perspective that can be applied in examining Generation Z as their lived reality cannot be experienced separate from or outside of the revolutionising media landscape. Using qualitative methodologies to conduct this research, it contributed to the understanding of how mainstream media are engaging with younger audiences. A qualitative methodology helped to provide a snapshot of the situation regarding Generation Z and assed how the three news media organisations are responding with the change or revolutionising media platforms. Lastly, this research argues based on the resulting findings emanating from interview material that the three investigated news organisations have innovation strategies in theory – meaning that there is an execution problem in terms of applying some of those innovative approaches to attract young audiences. Furthermore, this research presents the chasm between the strategies of the three news organisations and Generation Z news consumption preferences. In addition, this research shows on the one hand how the three news organisations have to some extent, similar and equally different approaches in their newsroom operations to news production and on the other hand, how they have not yet explored the full potential of the networked digital media vis-à-vis the youth market.