Scrutinising South African media companies’ strategies for Generation Z’s news consumption

Abstract

This research scrutinises the strategies that three of South Africa’s largest mainstream media companies, namely, Media24, Independent News and Media, and Arena Holdings use to attract younger audiences, particularly Generation Z. The main question under focus is: Are South African media companies innovating adequately in their news media content and platforms to attract young audiences? The research examines the issue from both the discourses of the digital news editors of the media companies and a sample of young people interviewed about their news consumption. The rationale for this study is that Generation Z as active users of the various forms of the media have the potential to influence the way in which the media package and disseminate news. Therefore, it is important to study this rising segment of audiences as young people’s consumption behaviour and spending patterns shape the businesses of media institutions to adjust their news strategies quickly.