Social media activism: Delving into Generation Z’s experiences

Generation Z, a digitally tethered cohort, widely utilises social media platforms for activism. As their influence within organisational and political spheres rises, their digital activism will likely redefine the sociopolitical landscape, especially in India, where youth civic participation is pivotal. However, despite its prominence, there is a significant dearth of research exploring what goes on behind the screens. Therefore, this study aimed to explore the experiences of Generation Z’s social media activists, particularly their perceived identity, roles, underlying motivations, real-world and self-impact. Employing a phenomenological qualitative research design, 10 semi-structured interviews were conducted. Thematic analysis revealed that while both internal and external catalysts drive Generation Z’s social media activism, it is also characterised by intersecting identities, emotional turbulence, adverse psychological effects, uncertainty, self-devised coping mechanisms and opportunities for personal growth. Thus, this study presents a comprehensive portrait of the typical Generation Z social media activist, with wide-ranging implications.