Hamna Shakeel | Can Mainstream Media Remain Relevant to Generation Z in an increasingly Digital Media Ecosystem?

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August 11th 2025

Can Mainstream Media Remain Relevant to Generation Z in an increasingly Digital Media Ecosystem?

Hamna Shakeel photograph - Hamna Shakeel.jpg

By Hamna Shakeel

Hamna Shakeel holds a Bachelor's degree in Social Sciences and Liberal Arts with a major in Media and Culture from IBA Karachi. Her work explores the intersections of culture, crime, democracy, AI, and society, examining how public spaces, media, and technology shape collective experiences and narratives in South Asia. She is particularly interested in journalism, political communication, urban sociology, and cultural theory. She is currently a CNN Academy Fellow and work at Haqiq News, contributing to newsroom research and multimedia storytelling. Find Hamna Shakeel on LinkedIn or hamnahshakeel16@gmail.com.

Abstract

This paper investigates the relevance of mainstream media to Generation Z, a demographic debate raised amidst the rapid evolution of digital technologies and media platforms. The central research question guiding this research is that how can mainstream media can remain relevant to Generation Z in an increasingly digital media ecosystem? Drawing on historical developments, from Gutenberg's printing press to the digital shift post-COVID-19, the study examines how social media has surpassed traditional outlets in immediacy, interactivity, and relatability. The paper explores key themes, including Gen Z's preference for human-centric storytelling, visual engagement, interactive content, and empathetic narratives. It critiques mainstream media's limitations, such as one-way communication models, rigid formats, lack of digital literacy, and emotionally detached reporting. These factors contribute to traditional journalism's declining trust and relevance among younger audiences. A comparative approach is used to evaluate how media organisations like ARY News and Dawn attempt to adapt their formats for digital platforms, with particular attention to language, tone, graphic design, and interactivity. An organizational shift is needed which can be brought by integrating multimedia tools, adopting simplified and inclusive language, and prioritizing emotional resonance in storytelling. Lastly, the paper argues that mainstream media can remain a vital source of information for Gen Z; but only by embracing innovation, empathy, and responsiveness to evolving audience expectations.

Keywords: Generation Z, social media, digital-media shift, digitizing journalism practices, one-way communication model.

“If you want to understand what America will be like ten, twenty, thirty years from now, it starts with Generation Z.”

— John Della Volpe, Director of Polling at Harvard University’s Institute of Politics

The same quote stands true for the generation Z considering the media landscape of Pakistan. The media landscape of Pakistan has undergone significant changes in recent decades, with traditional outlets like ARY News and Dawn News playing pivotal roles in shaping public opinion and national discourses. These news channels have long been central to informing the public, providing analysis, and guiding political and social narratives. ARY News, known for its bold reporting and extensive coverage of national events and the second most watched news channel of Pakistan, has become a dominant force in television news. Whereas, Dawn News, respected for its commitment to journalistic integrity, has maintained a reputation for factual and balanced reporting. However, both outlets now face increasing competition from digital platforms, particularly social media, which offer immediacy, interactivity, and a more personalized approach to news consumption.

The rise of digital communication has fundamentally altered how Pakistanis consume news, especially among younger generations. According to a 2020 report by the Pakistan Telecommunication Authority (PTA), over 85% of Pakistan’s population is connected to the internet, with social media platforms like Facebook, Twitter, and Instagram emerging as primary sources of news, particularly for Generation Z (PTA, 2020). These platforms provide real-time updates, foster interactive engagement, and enable users to actively shape and share narratives. While the shift to social media has introduced challenges, such as the spread of misinformation and a decline in trust in traditional media, it has also facilitated a broader spectrum of perspectives, allowing for more diverse discourse that mainstream media often cannot accommodate.

As a member of Generation Z and an aspiring journalist, I find myself caught between the two worlds: I value traditional journalism for its in-depth analysis and credibility, yet my primary source of news is now social media, where I engage selectively with content that appeals to me. This shift reflects broader trends among younger generations, who increasingly turn to digital platforms for news. This paper seeks to explore the challenges faced by traditional media outlets like ARY News and Dawn News in adapting to the digital age and proposes strategies to help them maintain relevance among a younger, digitally-engaged audience.

Main Research Question

Can mainstream media remain relevant to Gen Z in an increasingly digital media ecosystem?

Operational Definitions

Generation Z

People born between 1997 and 2012 are called Generation Z. They are the first generation who grew up with digital media, experienced the shift from mainstream to social media and technological advancement and digital inventions at its peak.

Social Media
Social media means digital communication channels on the Internet, inclusive of WhatsApp, Facebook, YouTube, Instagram, TikTok but not exclusive to just these. Social media(s) are any online platforms where information can be shared and societies can connect via online presence. This paper has used the words “digital media” and “social media” simultaneously referring to the same concept.

Mainstream Media

Mass news media platforms that does not need online existence to exist. These include newspaper, television, radio, broadcast TV and more. However, in recent times these offline media(s) also have their own social media platforms to reach wider audiences. But the same channels of a newspaper X on Instagram will be called a social media account or channel.

Literature Review

The research conducted by Toulan (2025) provides significant new insights into how Generation Z in Egypt has changed the way they consume news, with digital technology playing a bigger role. Given that 70.4% of respondents said they rely heavily on social media sites like Facebook, Instagram, and X, it emphasises how important these platforms are as this generation's main news sources. The findings suggest that traditional media platforms to incorporate social media into their news distribution strategies, this finding is extremely pertinent to the question of its relevance to Generation Z. Additionally, the research reveals that Gen Z primarily engages with news to stay informed about current events (78.9%) and global issues (78%), which proves the author’s point that media organizations should prioritize the delivery of timely, relevant, and globally oriented content. However, the study also indicates a lack of interest in political news and civic engagement, pointing to a significant shift in the way Gen Z interacts with news. To maintain relevance, mainstream media must adapt by offering news that aligns with Gen Z’s preferences for concise, accessible, and engaging content. Moreover, the study highlights the key gratification sought by Gen Z which is information acquisition that reinforces the need for media outlets to provide both informative and entertaining news that meets the diverse needs of this generation.

Savannah Parsons' 2024 thesis, Journalism through the Eyes of Gen Z: How Young Audience Members Wish News Was Presented, guides the understanding of this paper by providing valuable insights into how Gen Z perceives news and the formats they prefer. Parsons focuses on the preferences of this demographic, emphasizing the shift from traditional news sources to digital-first, interactive platforms. The study reveals that Gen Z gravitates toward visual content, inclusive of videos and infographics, rather than traditional text-based articles. This generation values brevity and digestible news formats over lengthy reports. Authenticity also plays a significant role in their media consumption, with Gen Z showing a clear preference for news that feels genuine and free from sensationalism. In addition to this, Gen Z predominantly relies on platforms like TikTok, Instagram, YouTube, and Twitter for news, moving away from legacy media platforms like television and print. This shift reflects their broader cultural tendency to engage with media in a participatory manner, often commenting, sharing, and contributing to ongoing conversations.

Parsons' research sheds light on the challenges faced by mainstream media in retaining relevance with younger audiences. As the study suggests, for traditional media to capture the attention of Gen Z, it must adapt to their digital habits and preferences. This includes embracing visual-first content, authentic storytelling, and platforms that allow for interaction. These findings are in line with other studies that highlight the generational shift from traditional media consumption to social media and digital platforms (Smith et al., 2021; Jones, 2020). This paper emphasizes the importance of adapting news delivery to align with Gen Z's expectations, making it clear that mainstream media must evolve to remain engaging and relevant.

However, the study has largely focused on Gen Z’s self-reported preferences, which is not the most viable option and can provide misguided consumption behaviours. Additionally, the thesis does not fully explore the broader contextual factors, such as economic or political influences, that may affect the ability of mainstream media to adapt to these preferences. Despite these gaps, Parsons' work contributes significantly to understanding the evolving landscape of news consumption among younger audiences. It underscores the need for traditional media to rethink its strategies to maintain its place in a rapidly changing media environment.

Methodology

This paper utilizes qualitative content analysis of selected mainstream and social media platforms which are ARY News and Dawn News, supported by case studies and secondary data drawn from scholarly articles, surveys, and visual media. A comparative approach is used to evaluate how media organisations attempt to adapt their formats for digital platforms, with particular attention to language, tone, graphic design, and interactivity. The paper also provide recommendations to adapt the approaches of news distribution to appeal to younger generations.

Discussion and Analysis

To understand the shift from mainstream media to social media, it is essential to explore how traditional media came into being and evolved to newer platforms like Facebook, YouTube, and Instagram. It is also crucial to recognize that social media platforms emerged at different times, and some, like Instagram, were only legally allowed to be used in countries like Pakistan at a later stage. Pakistan was established on August 14, 1947, and from that point on, broadcast media, radio, and fax played a dominant role in communication. However, it’s important to note that these forms of transmission were heavily controlled by the transmitters, a topic that will be discussed later in the paper.

In contrast, Facebook was officially launched in the latter half of 2006 (Van Grove, 2014). Instagram, which was launched globally in 2010 (Eldridge, 2025), gained popularity in Pakistan much later. Until then, Facebook had been the most widely used social media platform.

Initially, Facebook served as a web service limited to Harvard students who could only join with their Harvard-issued email addresses (Brugger, 2014). It allowed students to connect and communicate with ease. Over time, Facebook adapted and gained a massive audience by introducing games, sound effects, engaging features like "poking," and a marketplace. It became a platform that users could access at any time, but also shut down when they wished.

The advent of new media, particularly social media, transformed the way news was consumed. News shifted from being a passive activity, where individuals would specifically tune into TV broadcasts to stay informed, to a more dynamic experience. Today, most news updates appear as soon as users open their feeds, significantly altering how news is consumed compared to the past.

History of Media and News

The invention of media dates back to the development of movable clay-type printing in China around 1041 BCE (NIMCJ). However, the most transformative breakthrough in media history was Johannes Gutenberg's creation of the first movable-type printing press in the 15th century. This invention revolutionized the production of books, newspapers, and the dissemination of information, significantly enhancing the spread of knowledge and public awareness. The evolution of mainstream media, including newspapers, television, and radio (Cambridge University Press), continued to shape society through the Industrial Revolution and into the 20th century, fulfilling key roles such as information dissemination, entertainment, and public discourse (University of Minnesota Libraries).

The advent of the internet in the late 20th century marked a new era in communication, giving rise to social media platforms and mobile apps. These digital tools have drastically expanded people's ability to communicate instantly, breaking down barriers that traditional media once held (Kujala & Ghosh, 2017). This shift became particularly evident during the COVID-19 pandemic, when many traditional newsrooms were not fully operational. As a result, news organizations turned to social media platforms to broadcast live updates and engage with audiences, making these platforms a primary source of information. Social media became both a social liability and a support system for many, allowing users to experience the outside world through virtual interactions (Ribeiro et al., 2020). Even after the pandemic subsided in 2020-2021, both news channels and audiences continued to gravitate toward these platforms, finding them more accessible and relatable.

Figure 1: Traditional media vs. social media [Figure 4]. (Shabir, Safdar, Hussain, & Ul Hassan, 2019)

Shift to Social Media

As Figure 1 illustrates, mainstream media is characterized by one-way communication, where information flows from a central source to the public. An example of this would be hearing news on radio, where at one time either you can listen to the transmission or reply them back. Fax machines, typewriters, newspaper also perform one communication function at a time. In contrast, social media enables two-way communication, allowing users to engage with content in real time, share opinions, and bypass editorial filters. This shift has fundamentally changed the dynamics of information exchange, empowering individuals to participate more actively in shaping the narratives they consume.

The rise of misinformation, disinformation, and fake news, is often fuelled by technological advancements and artificial intelligence, has contributed to growing public distrust in the media. While tactics of spreading fake news have existed for centuries, they became more prominent following the U.S. Presidential elections of 2016 (Georgacopoulos & Mores, 2020), with former President Donald Trump frequently leveraging fragmented news for political gain. Similarly, in Pakistan, fake news and manipulated narratives have become key tools in influencing public opinion and political outcomes. Disinformation surged during the COVID-19 pandemic in Pakistan, where a widespread "infodemic" emerged across both mainstream and social media (Friedrich Naumann Foundation for Freedom, 2020). These false and misinformed news stories ranged from “the mundane to issues of national and regional significance” (Haque, 2017). During the pandemic, mainstream media's selective coverage, financial constraints, and focus on amplifying certain voices eroded its credibility and public trust (Khan, 2023).

Generation Z, born between 1995 and 2012, grew up during a time of rapid media evolution. As digital natives, Gen Z prefers using social media platforms like TikTok and Instagram for their interactive visuals, relatable language, and human-centred content. They recognize the shared struggles of marginalized groups, such as those suffering in Gaza and India, and believe that all lives deserve equal empathy and respect. Despite social media's flaws, it offers two-way communication, allowing anyone to share their point of view instantly through comments, shares, and reposts.

To address the central question of this essay—"How can mainstream media remain relevant to Gen Z?"—let's examine some key issues. The first challenge is the lack of interactive visuals in mainstream media. Colours, fonts, styles, layouts, wordings are also presented in a manner such that they can catch more eye-balls in the modernizing world we live in. Especially with the development of monetization of content, in 2007 on some places and early 2000s in others, (Blankenship, 2022)on social media the need to put in effort to make the content suitable for the target audience is a must. Interestingly, this has also created new job market as “social media managers,” “content creators,” “social media development roles,” “Google Ad Specialist and etc. For instance, the YouTube playlist "Latest Headlines 2024-25" from ARY News features vibrant thumbnails, but they often feel monotonous and identical. The only variation is the time and date. Gen Z values individuality and creativity, which is absent in this approach to visual content. This case is true for all Broadcast channels, their social media handles.

Figure 2: ARY News, YouTube channel playlist.

Similarly, ARY News' social media page repeats the same mistake, using a consistent colour palette that, though vibrant, becomes monotonous when several posts are viewed together. For younger audiences, variation in information is the key. In the contemporary society, visual content dominates the media landscape and colors and visual elements (Fonts, graphics and styles) play a significant role why generation Z and younger generation’s preference of watching news content. Not just this but the world of “content creation has evolved to cater to the preferences and changing behaviours of audiences” (Georgiadou et al., 2024) across multiple media platforms affecting the way people consume news. This repetitive style makes the content less engaging and harder to read. The issue is not that the available means to use social or mainstream media is lacking but the digital literacy and how to use the technology to keep the audience engaged is lacking in channels of mainstream media as well as their social handles.

Figure 3: ARY News, Instagram Handle (arynewstv).

Natsir, Rubini, Ardianto, and Madjid (2022) highlights how interactive learning multimedia is declared valid and feasible to be used in learning process of Gen Z who were born engaged in the digital space. To better engage Gen Z, mainstream media should adopt varied and creative thumbnail designs for their videos and posts, capturing the audience's attention. Introducing short-form video content, such as brief 10-second summaries during program breaks, could also help keep viewers informed while maintaining their interest. TikTok, Instagram Reels and YouTube Shorts have become the front-runners in the digital marketing space. (Dodds, 2024) However, each of the short-form content on these media platforms serve a different purpose. TikTok, launched in 2016 which is outside the scope of this research paper was not used primarily for watching news but during Covid and lack of time many activists and journalists started using TikTok to create 1 minute snippets and which later evolved into TikTok Newsrooms. As of now, media channels national and global all are trying to capture the TikTok audience. Instagram Reels, Facebook Stories and YouTube shorts all incorporates sounds, voice-overs, or music. Additionally, these platforms encourage the user to use these features by using cookie [1] information and suggesting the kind of music the user usually prefers and goes with the content of the story. Centre for Excellence in Journalism (CEJ-IBA) [2], along with working on fact-verification and other tasks is focusing on introducing short-form content to explain their long reports and features. Initiatives like the one by CEJ-IBA helps keep all ages of audiences happy and in no time this will be the new norm. Dawn.com, e-tribune, and Geo News all have started introducing these short explanatory videos of their long form content and incidents such that the news can reach more people.

Another challenge Gen Z faces with mainstream media is the lack of relatable language. The “language used in news is often figurative,” (Abdullah & Zahid, 2024) transforming words into tools, were words are used to refer to implied meanings which are specific to the socio-cultural context. However, the context and our surroundings changed over-time but the language stayed the same which causes a linguistic barrier when young people hear the same news. . For example, in Matt D'Avella's (2019) YouTube video, he discusses the clichés often used in news reporting, such as “it is what it is,” or “That’s just [person’s name] being [person’s name],” (Red Pony Communications, 2017) which he argues are outdated in the modern era and should be avoided. The purpose of news is to inform, which can be accomplished using simple and easy language. The same case is true for Pakistani news, especially when transmitted from the broadcast channels, figurative language is used and considered a norm when the anchors read out the news. These includes, metonymies where a word is used in not in its literal meaning but is replaced by one of its properties or something associated with it. Hyperboles, exaggerated language, which is achieved by sometimes emphasizing on certain words, actions, face expressions, gestures, are another tactic used in news distribution. (Mahmood et al., 2014)

Additionally, the standardized format in which news is delivered contributes to this disconnect. For instance, a typical headline will read: "A local man, John Cuff, was arrested for theft at 10:15 AM on Main Street in Springfield yesterday." While this format is concise and provides the essential details about who, what, when, where, and why but it often feels impersonal. This detached style makes it difficult for Gen Z to engage with such content. As a result, many young people, including myself, tend to skip over these stories and turn to platforms like Google for more in-depth and relatable information. Gen Z is more inclined toward comprehensive pieces though shorter in length that not only provide the facts but also delve into the underlying causes and consequences of events, fostering a deeper understanding and connection with the news.

To capture the attention of younger generations, mainstream media could incorporate more investigative journalism and utilize the inverted pyramid style (Ohio State University), which prioritizes the most important information at the beginning of a story. Adapting this model of news writing and starting it with a hook or context would cater to Gen Z's shorter attention span while ensuring that the key details are immediately accessible. For example I gave above it could start as, “A local man, John Cuff, was arrested for theft at 10:15 AM on Main Street in Springfield, a neighbourhood that has experienced 7 street robberies in one week.” By adding some context along with the key details, it engages the reader and encourages them to pause and ponder why this news is important.

Figure 4: Inverted pyramid model of news writing. Adapted from Ohio State University, n.d., Inverted pyramid style, in Strategic communications writing

Another issue often overlooked by mainstream media is the lack of a human element, relatability to the context of the information, in news stories. This includes both the language used and the editorial decisions that determine which stories are deemed "breaking news" or worthy of being placed in the headlines. While editorial oversight helps maintain journalistic standards and reduce bias, it can also lead to disconnection from the lived experiences of individuals or communities. Social media, by contrast, allows individuals to express personal opinions and share their unique perspectives without such restrictions. However, this freedom often leads to the spread of misinformation or bias.

To make mainstream media more relatable to Gen Z, a more empathetic, human-centric storytelling approach is needed (Bartholomew, 2019). Empathising with a loved one is easier as compared to general empathy. By highlighting the emotions and experiences of those involved in news stories, media organizations can foster greater empathy and connection with younger audiences. Transparency in the editorial process would also help rebuild trust in mainstream media. However, the problem that arises here is the news channel or newspaper with which the individuals are affiliated. An anchor reads a script, a reporter follows the general guidelines, and the editors and sub-editors ensure that none of the organization’s rules are violated. To incorporate a more empathetic touch to news reading, reporting, and writing, an organizational shift is needed.

Finally, as the media landscape evolves, mainstream channels and newspapers should adopt new strategies to engage younger audiences. This might include integrating multimedia content, such as video explanations of written stories. For example, Dawn News offers video summaries for certain stories, where a narrator explains the content in a more accessible way. However, these videos often lack technical expertise, and the audio can be too fast-paced or unclear. To address this, news channels and papers could implement mandatory training programs for all employees, from editors to writers, to ensure they are better equipped for the demands of modern journalism. Hence, with new media, old ways won’t reap the same results as before. The audience has changed, and so do the demands.

In conclusion, to answer the question, "Can mainstream media be relevant to Gen Z?" the answer is yes. However, to achieve relevance, an organizational shift and enhanced digital literacy are required among all stakeholders involved in news creation, writing, and distribution. Reducing monotony in marketing graphics and the colour palette can help capture the attention of younger audiences. Nevertheless, the only sustainable way forward is by combining proper technical skills with solid journalistic knowledge.

Notes

[1] According to Information Commissioner's Office (n.d.) a “cookie” is a small file of letters and numbers that are downloaded by our browser and sent to websites we visit. They help remember the information about our visit on that particular website, what we viewed, how we navigated the page. All of this information is used by the website owners to target their market audiences and make improvements.

[2] Centre for Excellence in Journalism is a collaborative effort of IBA, Medill School of Journalism & ICFJ for Pakistani Journalists.

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By Hamna Shakeel

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