MA Journalism and Media Communications

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/89

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Now showing 1 - 20 of 32

Do you want to believe?
(Griffith College, 2025) Gromozdina, Margarita; Kilroy, Della
Since the dawn of human civilization, people have tended to explain the unexplainable by seeing nonexistent images and seeking help from higher powers. This dissertation aims to complement the radio documentary Do you want to believe? by explaining the scientific and historical aspects of the phenomenon of belief in the paranormal and the reasons for people’s interest in extrasensory perception. This written report also addresses the psychological prerequisites involved in the formation of belief in the supernatural and analyzes its manifestations across different historical periods. It examines the probable reasons for the continued existence of this belief in the modern world. Additionally, the report presents an analysis of how the topic of extrasensory practices is represented in other radio documentaries, podcasts, and TV shows. The dissertation also covers the creative and technical process of producing the radio documentary Do you want to believe? —from defining the topic and format to sound design decisions and final editing.
Buy or Rent: A Photo Book Showcasing How Reframing Fashion Editorial Photography Can Affect the Consumer and Change the Way They Consume
(Griffith College, 2025) Gilligan, Lorna; Neiland, Mark
This practice-based dissertation explores how the visual framing of fashion in women’s magazines influences consumer behaviour, particularly in relation to fast fashion and the rising alternatives of rental and resale. While sustainable fashion is gaining traction in editorial discourse, it remains largely absent from fashion photography, a key driver when it comes to consumption. Through critical analysis and creative practice, this project investigates whether changing how fashion is visually presented can encourage more conscious forms of consumption. The creative outcome, Buy or Rent, is a photo book styled and shot using only second-hand or rented clothing. Drawing on the visual language of high fashion and women's weeklies, the book reimagines sustainable fashion as stylish, expressive, and culturally relevant. It positions editorial photography not as a neutral backdrop, but as a powerful cultural tool capable of shaping peoples values and behaviours. This research finds that weekly fashion media often reinforces fast fashion mindsets through product-led styling and commercialised tone. The project argues that more intentional visual strategies could help normalise sustainable fashion in mainstream media, and offers a creative way of moving forward that challenges how value and desirability are constructed in fashion editorial spaces. Good.
Love... in Translation
(Griffith College, 2025) Teixeira Marques, Karina
This dissertation investigates the intricate dynamics of intercultural relationships specifically within immigrant communities, moving beyond a general understanding to focus on the unique contexts and challenges faced by these populations. The primary objective is to examine how cultural differences manifest in interpersonal relationships, and to explore the specific challenges and rewards inherent in navigating multicultural relationships for immigrants. This research will delve into key factors influencing the formation and maintenance of these relationships, including an analysis of personal challenges such as xenophobia, social challenges, and the significant undertaking of moving to a foreign country. By focusing on these specific experiences, the study aims to illuminate the multifaceted impact of intercultural relationships on both individual well-being and the broader immigrant community. The research will specifically explore how these experiences shape their understanding of identity and belonging, providing a framework for understanding the complexities of intercultural interactions within immigrant contexts. Participants will be encouraged to share openly about the challenges and rewards of navigating different cultural norms, including personal anecdotes about cultural faux pas or moments of pride in their heritage. Furthermore, the study will explore the nuances of cultural exchange, emphasizing the importance of consent and strategies to avoid cultural appropriation. Ultimately, this dissertation seeks to contribute a nuanced and context-specific understanding of intercultural relationships within immigrant communities. The findings are expected to inform support systems for immigrants, enhance cultural competency programs, and foster a more inclusive societal understanding of the unique experiences of intercultural couples within diverse immigrant populations. This work aims to provide a platform for unheard voices, challenging existing narratives and promoting a deeper appreciation for the resilience and adaptability demonstrated by immigrants in navigating the complexities of love across cultures.
Listen and Learn; How Irish Radio Has Represented Irish Female Artists. A Narrative Podcast Episode that Delves into the Systemic Treatment from Irish Radio Towards Irish Female Artists.
(Griffith College, 2025) Cooke, Emma Jane; Lalor, Francesca
I intend to convey the frustration and personal, lived experiences of working women in the industry. From journalists, to radio hosts, to musicians, the podcast is diverse in a way that it tells the story from multiple points of view. Digging deeper from this surface level issue of radio play, it transports listeners who may not even listen to radio, to a point where the exposure of this systemic issue is uncovered with the help of female voices. The podcast is accessible to any listener with a knowledge of music or Irish society, and for those keen to learn more. A podcast format breaches formality and censorship, allowing for raw and honest discussions, one on one, between a woman entering the industry and a woman who has personal experiences that they are willing to share. The Why Not Her? Initiative set up by Linda Coogan Byrne is a constant reference throughout this journey. With the continued intervention of Linda and her team, the Irish public will no longer be able to simultaneously ignore women in music
“For a Kid Like Me”: A Radio Documentary about the Impact of Autistic Representation in Film A Conversation about the Good, the Bad and the Ugly
(Griffith College, 2025) Sallent Fortes, Aina; Lalor, Francesca
This radio documentary examines the state of autism representation in media, specifically in Hollywood films. It contains a content analysis of twelve films, as well as interviews and opinions from autistic people and experts. The current depictions of autism on film are lacking in diversity and accuracy, oftentimes leading to misinformed perceptions of autism. This misinformed view results in a lack of diagnoses for people who do not conform to a male, white, heteronormative stereotype and people with different speech and intellectual abilities. Autistic people who are not savants with scientific special interests are also severely underrepresented in the media analysed. The interviews carried out add to the notion that a plural and diverse representation of autism in media can aid in the process of autism acceptance (rather than mere awareness) and improve the quality of life of ASD individuals of all kinds. The resulting documentary also highlights the reality that autism is not always visible and how that impacts mental health. To lead ASD people to the support they require, the documentary focuses on the lived experience of autism and how it compares to outward expression. Drawing on the “nothing about us without us” movement, this dissertation project concludes that autistic people should be involved in the creative process of narratives about autism.
Unveiling India: A study of representation and bias in digital and traditional travel literature
(Griffith College, 2024) Upadhyay, Vrunda Ambrish; O Caolain, Brendan
This study examines the evolving representation of India in travel literature, focusing on biases in guidebooks and blogs. It explores how travel writing shapes perceptions of India within global tourism. By comparing printed guidebooks and online travel blogs, it highlights differences in language and content between digital and traditional travel writing. Additionally, it analyses historical representations of India in Murray’s Handbook from 1892 and its influence on subsequent travel literature, identifying thematic shifts and changing perspectives from the colonial period to the present. The theoretical approach for this study was qualitative content analysis utilising semiotics, with nine data sources analysed from 1892 onwards, chosen through purposive selection for their popularity, relevance, and accessibility. Adjectives and descriptive words were identified and classified into coding schemes based on sentiment – positive, negative, or neutral – and themes – cultural, geographical, socio-economic, historical, and touristic. Results reveal a shift from the cultural focus in traditional guidebooks (41%) to personal and experiential themes in modern travel blogs (57%). Thematic analysis shows cultural themes as most prevalent (45.3%), followed by geographical (19.9%), socio-economic (14.3%), touristic (14%), and historical themes (6.5%). Sentiment analysis indicates a predominantly positive tone (48.5%), particularly in cultural and geographical themes, with 26.7% negative and 24.8% neutral. A key distinction between travel blogs and traditional literature lies in their language and tone. Travel blogs use personal, emotive, and informal language, emphasising storytelling and anecdotes, while traditional literature is more formal and neutral. This research highlights the dual impact of modern travel literature. While offering diverse perspectives, it often perpetuates stereotypes, such as insensitive portrayals of cultural sites like the Khajuraho temples. These skewed representations distort cultural understanding, influencing tourists' perceptions and overshadowing important local aspects. This can negatively affect local economies, cultural preservation, and community relations. The study points out representation gaps and biases, encouraging more research into prejudices in travel literature. It argues for ethical and inclusive writing methods to encourage thoughtful and respectful tourism, as well as policy implications for encouraging truthful depictions and linking tourism with sustainable and ethical norms.
Eco Talk: A Podcast on how the Irish Media Frame Veganism and its Environmental Impact
(Griffith College, 2024) Chaudot, Héloïse; Brennan, Ryan; Lalor, Francesca
Despite the critical role of agriculture in global emissions, the media coverage often omits dietary choices like veganism from discussions on climate change mitigations. The topic of this podcast is an informative analysis of the framing of veganism and the climate crisis in Irish media. It aims to engage with a broader audience and provide real-world perspectives through an interview with an expert, and the general public. The podcast aims to disseminate the findings in a more accessible and engaging format. This dissertation aims to complement the podcast Eco Talk, and discusses how the media artefact was conceived and produced. The primary research questions of Eco Talk are: How do The Irish Times, and The Journal frame veganism and its environmental impact? What themes and narratives are prevalent in their coverage? What are the solutions to transitioning towards more sustainable farming practices and shifting towards vegetable and grain farming? My findings indicate that the framing of veganism and the climate crisis is predominantly negative, discouraging constructive dialogue on the topic. The implications of this research are significant for both public understanding and future research. By understanding how media framing shapes public perceptions of veganism, this study can inform future policies to keep the media a medium to relay information. Future research could examine the impact of how media frames influence consumer behaviour and the effects of different framing strategies on public perceptions.
Virtual Resilience: The Role of Social Media for Ukrainian War Refugees in Ireland
(Griffith College, 2024) Poshyvak, Uliana; Kostick, Conor
In today's digital era, media platforms play a vital role for refugees navigating displacement and resettlement in new countries. Amidst the ongoing conflict in Ukraine, millions of civilians have been uprooted, seeking refuge and starting anew in unfamiliar territories. Ireland has welcomed around 100,000 Ukrainian refugees since the war began. It's essential to comprehend how they communicate and utilize media channels, as this knowledge can greatly assist in their integration journey. Understanding their digital pathways and media usage is key to providing effective support and fostering a sense of belonging in their new environment. This thesis examines the role of social media in fostering virtual resilience among Ukrainian war refugees in Ireland. Utilizing a quantitative approach, the study collected data through an online survey involving 87 participants. It investigates how these refugees use social media platforms for communication, information dissemination, and emotional support. The research primarily focuses on the effects of these digital tools on their integration into Irish society. The findings indicate that social media serves as a critical resource for maintaining ties with their homeland and accessing support networks. However, it also presents significant challenges, including the spread of misinformation and experiences of online hostility. The study highlights the digital divide as a significant barrier, particularly among older refugees, 17% of whom report difficulties in using technology effectively. Additionally, the research underscores the importance of digital literacy programs to empower refugees, enabling them to navigate social media safely and constructively. The thesis argues that, despite its limitations, social media can play a pivotal role in building virtual resilience, facilitating the exchange of information, and supporting mental health during the resettlement process. It calls for targeted initiatives from the Irish government and NGOs to enhance digital access and promote safe online spaces, ultimately contributing to a more inclusive and supportive environment for refugees. The research contributes to the broader discourse on digital integration and provides practical recommendations for policymakers and practitioners working with displaced populations.
How do stereotypical portrayals of men and women in various fashion magazines have changed?
(Griffith College, 2024) Baumhöfner, Philipp Leon; Andrews, Rachel
The event of occurring gender stereotypes in fashion magazines during the last decades has questioned the way how the media portrays men and women. Therefore, the interest of this study lies in the question whether or not stereotypical portrayals of men and women in various fashion magazines have changed? After elaborating on previous findings on mass media, feminism and the representation of gender in contemporary media, the study will focus on two magazines, GQ and Cosmopolitan, and intends to reveal proceeding stereotypes or shifts. Within a time period of eight years, between 2015 and 2023, eight fashion magazine covers will be analysed through the method of a content analysis as proposed by Hansen and Machin (2019) and Rose (2016). Hence the study will reveal changes in the depiction of men and women in terms of the use of colours or the body poses of the models for example but it will also uncover that some stereotypes are still maintained or even reused today through the use of certain dress styles or themes. As a consequence, the implications of this research allow strong interferences about the fostering of gender stereotypes within western cultures. On the other hand, suggestions are made for future scholars to widen the sample of this study and to include the effects of stereotypes towards a young audience as another component of research.
How did the gentrification change the English Premier League?
(Griffith College, 2024) Savenko, Stanislav; Brennan, Ryan
English football has changed a lot since the creation of the Premier League, and this is linked to a far-reaching gentrification process. This dissertation examines how this process has influenced the English Premier League (EPL), particularly in relation to changes in the social background of fans. The dissertation analyses various possible factors of gentrification, such as the development of ticket prices and spectator numbers, as well as media coverage and fan perception. The aim is to determine which factors have the greatest impact on gentrification and how they have changed football in the long term. To do this, the method of qualitative content analysis according to the German educationalist Udo Kuckartz was applied. The results show that the various factors of gentrification have led to a noticeable change in the social background of the spectators. In this context, reporting plays just as important a role as the analysis of indicators such as increased ticket prices or average attendance figures since the founding of the Premier League. This in turn provides information about possible future developments in the Premier League and raises important questions about the sustainability of modern football.
Unity in Play: Photographic Narratives of Diversity and Integration in Sports in Ireland
(Griffith College, 2024) Ruiz Salinas, Benjamin; Savage, Johnny; Neiland, Mark
"Unity in Play... “is a photographic project documenting the history of the Gaelic football team Columbus, made up mostly of immigrants. In a sport traditionally played by the Irish since school age, the Columbus team is challenging the norms and redefining the meaning of belonging and community within Gaelic football. Through a collection of images, this book explores their training sessions as well as their participation in matches against other GAA schools. As well as their diverse backgrounds, the images show their passion for learning more about Irish culture, particularly through these sports so characteristic of the Emerald Isle. The book captures the beginnings of Columbus, its early members and some of their struggles for integration and acceptance within the Irish sporting community. The story of each player's journey to the team highlights the cultural and social barriers they faced, as well as the personal stories of overcoming and resilience. It also aims to raise awareness of the importance of inclusion and diversity in traditionally homogeneous sports, showing how Gaelic football can function as a cultural bridge and catalyst for social integration. Through this book, readers will not only discover the world of Gaelic football from a new perspective but will also be immersed in the lives of immigrants who use sport to find a sense of belonging and community in their new home. The Columbus team thus becomes a symbol of sport's ability to unite people from different backgrounds and cultures, promoting values of inclusion, solidarity, and respect.
Framing the Protestant Penumbra: Regional newspaper framing of Protestant identity in County Sligo 1914-1918
(Griffith College, 2025) Moller, Daragh
Newspaper framing by the Sligo Independent during the period 1914-1918 provides evidence of a community in its final days “class-washing” the Protestant community in Sligo. By using the British Army’s reasserting of English upper-class values used to recruit Irish soldiers for the war effort, the Sligo Independent newspaper reasserted British-Irish nobility as a credible identity of the Protestant Sligo community.
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The impact of the war on the Ukrainian football fans. A radio documentary about Ukrainian football, its psychological and economic problems during wartime.
(Griffith College, 2024) Savenko, Stanislav; Brennan, Ryan; Lalor, Francesca
Erupting in February 2022, the Russian invasion of Ukraine has had far-reaching impacts on Ukrainian society, including its passionate football culture. This dissertation aims to complement the radio documentary "The impact of the war on the Ukrainian football fans" and examine the war's effects on Ukrainian football fans, as well as how the documentary was recorded and produced. The reader shall find here an exploration of the ongoing struggle between war and football culture in Ukraine, which places Ukrainian fans at the epicentre of an unprecedented societal upheaval. The researcher provides insight into the complex dynamics shaping football fandom under conflict conditions, drawing from sports sociology, cultural studies, and conflict analysis to illuminate how passionate supporters navigate their devotion amidst the realities of war. A review of the literature, interviews conducted remotely, and an examination of social media posts from Ukrainian football teams and the Ukrainian Premier League Association are all used in this study. It explores the intricate connection between resilience in the face of external threats, national identity, and sport. The modification of football fandom customs during times of conflict Football's contribution to the formation and preservation of national identity in times of conflict Interaction and support within the Ukrainian football fan community The value of football as a coping strategy and an escape With a focus on the tenacity of Ukrainian football supporters and the unifying force of sport in trying times, this dissertation seeks to advance knowledge of the social function of sports during times of war. Key areas of focus include: The adaptation of football fandom practices under war conditions. The role of football in creating and maintaining national identity during conflict. Community support and communication among Ukrainian football fans. The importance of football as a coping mechanism and form of escapism. This dissertation aims to contribute to the broader understanding of sports' societal role during wartime, highlighting the resilience of Ukrainian football fans and the unifying power of sport in challenging circumstances. The findings have implications for post-war reconstruction efforts and the maintenance of cultural institutions during conflicts. By examining this unique intersection of sport, war, and identity, the research provides valuable insights for scholars, policymakers, and sports organisations dealing with the complex realities of maintaining sporting cultures in conflict zones.
An Analysis of the Development of Nigerian Media Law since Independence, with a Focus on how the State Transitioned between Democratic and Authoritarian Regimes.
(Griffith College, 2023) Olajumoke Folashade, Titiloye; O’Brien, Paddy
Since Nigeria's independence in 1960, the development of media law has mirrored the country's socio-political dynamics, which have oscillated between democratic and authoritarian regimes. This dissertation offers a thorough analysis of the development of Nigerian media law in the context of these transitions. The primary purpose of this study is to comprehend how the country's media legislation has changed and adapted in response to shifts in governance and the broader sociopolitical environment. Initial findings suggest that, while the press enjoyed relative freedom during the early years of independence, it was subject to significant restrictions during military rule. The media's ability to serve as a watchdog was frequently constrained by laws enacted during the authoritarian period. However, transitions to democratic governance ushered in renewed vigour for press freedom, albeit with obstacles, as the media played a crucial role in the democratic consolidation process of the nation. In addition, this dissertation assesses Nigeria's media laws in the context of international media legislation and press freedom standards. A comparative analysis reveals areas of congruence and divergence, highlighting the unique challenges and factors that influenced the formulation of media laws in Nigeria. In addition, the impact of international conventions and treaties on Nigerian media law is examined, shedding light on the interplay between local contexts and international norms. Nigeria's journey from post-independence euphoria through periods of authoritarian rule and successive returns to democracy provides valuable insights into the complexities of media law evolution in a post-colonial African context. This research highlights the importance of a free press in the consolidation of democracy and the need for a balanced legal framework for the media that adheres to international norms.
A Framing Analysis of Partisan Media’s Coverage of the Marjory Stoneman Douglas High School Shooting.
(Griffith College, 2023) Van Zyl, Marius; Kostick, Conor
According to the Centers for Disease Control and Prevention (CDC), 2021 saw a record high for gun-related injuries and deaths in America. This included both homicides and suicides. 2021 is the most recent year for which detailed statistics is availabe. A total of 48,830 people died from gun related injuries, the majority (54%) were categorised as suicide, while 43% were categorised as homicide. Eight out of ten homicides involve a firearms (Gramlich, 2023). These figures far exceed other developed Western nations. America is also the only nation in the world where the number of civilian owned firearms exceed the number of people within the country. (Fox et al., (2023). Statistics like these are the reason that the US’s debate about firearm control has raged over decades. However, the debate has remained gridlocked, with no major changes being made to gun policy. The debate has become highly politicised, with voices from The Democratic Party calling for stricter gun control, while voices from The Republican Party argue for the protection of the right to bear arms provided by the Second Amendment. Mass shootings have become a phenomenon that is correlated with America. While mass shootings have occurred in other developed countries, such as Britain, Australia, Norway etc. However, no other developed Western nation saw more than 8 occurrences over a period of 22 years. America had over 100 public mass shootings within this timeframe (Fox et al., 2023). When mass shootings occur in the US, the inevitable talks about gun control follow with no real resolutions being identified and implemented. One such event occurred on 14 February 2018, when Nikolas Cruz entered the Marjory Stoneman Douglas High School armed with an AR-15 and killed 17 people before being apprehended by police later that day. Events such as these receive large amounts of media attention and the gun debate that ensues in the aftermath is closely covered by media. Media in the US are divided along partisan lines, much like the gun debate. Their political affiliation often determines how they will cover an event such as a mass shooting. The New York Times is a world renowned agenda setting newspaper that is affiliated to The Democratic Party, while The Washington Times is a conservative paper affiliated with The Republican Party. This paper will conduct a qualitative framing analysis of the coverage of The Marjory Stoneman Douglas High School Shooting by The New York Times and The Washington Times to assess if their political alignment influenced the way they framed this event. It will attempt to identify the dominant frames present in each newspaper, how the papers’ use of sources contributed to the framing. The goal is to determine if political biases were evident in their coverage.
The perceived impact of Instagram marketing on the performance of small businesses in Akure, Ondo state, Nigeria.
(Griffith College, 2023) Olubukola Odofin, Oluwaseun; Vecchi, Alessandra
This dissertation explores the perceived impact of Instagram marketing on the business performance of small and medium-sized enterprises (SMEs) in Nigeria. In recent years, social media platforms, especially Instagram, have gained prominence as effective marketing channels for businesses. However, limited research has been conducted to understand how Instagram marketing specifically influences the performance of small businesses in the Nigerian context. To address this gap, the study employs qualitative interviews as the primary data collection method to gain insights from small business owners and marketers. The study involved in-depth interviews with a sample size of 5 small business owners who actively engage in Instagram marketing. The data collected from these interviews were analyzed using thematic analysis to uncover recurring themes, patterns, and insights regarding the perceived impact of Instagram marketing on small business performance. The findings of the research demonstrate the significant positive impact of Instagram marketing on various aspects of small business performance. The study highlights the role of Instagram in enhancing brand visibility, customer engagement, and ultimately contributing to increased sales and customer loyalty. Additionally, the research identifies challenges faced by SMEs in utilizing Instagram marketing, such as resource constraints, and algorithm changes. To address these challenges, the dissertation presents practical recommendations for SMEs to optimize their Instagram marketing strategies. Furthermore, the study contributes to the existing literature on social media marketing in the context of developing economies, offering directions for future research on digital marketing practices in Nigeria and other similar settings.
Irish print media's view of Ireland’s energy sector: Negative or Positive – a content analysis on the reporting of Ireland’s energy sector by Ireland’s two leading broadsheet newspapers.
(Griffith College, 2023) O’Sullivan, Cian; O’Byrne, Ellie
This dissertation comprises a content analysis of the Irish newsprint media’s reporting on Ireland’s energy sector. The purpose of the study is to gain as thorough a comprehension as possible of the news media’s viewpoint regarding Ireland’s energy sector by examining published articles on the topic and discerning whether there is an overall positive or negative outlook. The methodology used is a mixed-method approach, involving the use of quantitative research methods to collect data on specifically chosen news articles, as well as qualitative research methods to examine the content of the selected news articles. The purpose of the research was to gather an overall picture of the sentiment depicted by the Irish newsprint media towards the energy sector by examining the journalistic framings and news values exhibited in the reporting by Ireland’s two most prominent newspapers; the different slants of which would seem to reflect differing editorial approaches. With an examination of the differing strategies and framing devices used by the journalists who are authoring the selected articles for each publication, this dissertation then integrates these findings to suggest an overall journalistic concept or strategy adhered to by each publication, as well as depicting the overall tone and outlook on the energy sector presented to the Irish public by its leading newsprint media publications. The energy sector and the issue of Climate Change are intertwined topics in media reporting. The frequency of reports on these topics has continued to increase year on year as the detrimental effects of global warming continue to arise. These are timely and important topics that need to be addressed, particularly in the current sociopolitical climate, and this dissertation aims to make a modest contribution to the discussion of these issues.
The aftereffects of the Covid-19 pandemic on news consumption habits and media trust on 3rd level students in Ireland
(Griffith College, 2023) Butenhoff, Laura-Marie; Brennan, Ryan
The public health crisis known as the Covid-19 pandemic was an unprecedented interruption of the world’s natural flow and people’s daily patterns. As a subject of frequent and sustained news coverage, the pandemic’s impact favoured the formation of alternative news & current affairs consumption habits among consumers. With the increasing and deliberate proliferation of erroneous information on social media platforms, the necessity to comprehend how and why people consume news as well as factors that influence those habits has grown significantly. Influential factors interrogated by this study incorporate media literacy and media trust. The aftereffects of the pandemic have provided a suitable environment and an opportune occasion to investigate this objective. By employing an online survey that comprised both open-ended and closed questions, this objective was examined with data collected from 41 current and recent Irish students currently studying or with a media-related degree. Through cross-tabulation and keyword extraction, this research identified that news consumption patterns as well as media trust in Irish news changed among the 41 questioned individuals. Additionally, it was found that there was active participation from the target audience in maintaining those patterns even after the pandemic. Lastly, the study was able to determine that media literacy has been a pivotal and influential factor in those changes.
Unfiltered Reality: The impact of visual social media platforms on the mental well being of young adults cross culturally
(Griffith College, 2023) Roik, Sophia; O‘ Caolain, Brendan
In an increasingly digitalised world, the impact of social media (SM) on young adults’ mental health (MH) represents a crucial investigation area. Thus, this dissertation’s objective is to investigate the impact visual social media platforms have on Generation Z (Gen Z) cross culturally. Through interviews with six NGOs including Irish, German, and US mental health experts (MHE) and a comprehensive literature review, the relationship between SM use and Gen Z’s mental health (MH) is explored. Research questions include to what extent SM triggers mental health concerns (MHC) among young adults, what factors specifically trigger MH, and to what degree a universal issue is experienced. Potential key differences in NGOs were uncovered through interviews. Lastly, potential approaches to prevent negative impact were assessed. It's suggested that SM has a significant influence on the young adult’s MH. Instagram and TikTok emerged as the most popular and problematic platforms due to their visual and algorithm-driven nature. However, conflicting outcomes highlight the multifaceted and individual nature of SM’s impact. Excessive usage patterns, active vs. passive usage, belonging to vulnerable groups, and certain design features including algorithms, filters, exposure to harmful content, and SM challenges revealed to be key factors. It has been suggested that individuals with existing MHC, teenagers, particularly young girls, and individuals from disadvantaged backgrounds or unstable support systems as well as individuals in uncertain life stages whether influenced by personal or external circumstances, tend to be at the highest risks. Interestingly, research revealed that excessive usage patterns are more depending on the user’s behaviour patterns than time spent on platforms. Moreover, active SM usage has been linked to more positive well-being outcomes, than passive consumption. The ever-evolving nature of SM platforms and the constant introduction of new design features challenges researchers to thoroughly evaluate the effects on MH. However, SM also offers positive aspects including community support and awareness-building, particularly for marginalised groups. To address the negative impact of SM, awareness campaigns, and increased accountability for SM companies are recommended. Collaboration between policymakers, MHEs, and technology companies is advocated to create a safer online environment. The research highlights the universal nature of SM’s impact on Gen Z’s MH, transcending cultural differences. However, nuances exist among NGO recommendations, with countries emphasising different concerns. Strict age restrictions, mandatory ID sign-ups, and media literacy education are suggested as crucial measures by all. Additionally, app notifications promoting authenticity, and limiting screen time are proposed to raise awareness and encourage responsible SM usage. In conclusion, this dissertation emphasises the need for a comprehensive approach to address the complex relationship between SM and young adults’ MH. However, more accurate data from e.g., longitudinal studies are needed. To effectively implement global efforts, more countries especially those who significantly differ in economic and legislations, need to be compared. By understanding these challenges and implementing effective strategies, a supportive digital environment for young adults, enhancing their well-being in the digital age can be created.

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