Degree Name

Department

Communications

College

Fine Arts and Communications

Defense Date

2023-05-31

Publication Date

2023-06-09

First Faculty Advisor

Pamela Brubaker

First Faculty Reader

Christopher Wilson

Second Faculty Reader

Scott Church

Honors Coordinator

Pamela Brubaker

Keywords

Generation Z, Instagram, Digital habits, motivations, The Boredom Paradox, Uses and Gratifications Theory

Abstract

This paper explores twelve Gen Z college students' usage of Instagram. Analyses of semi-structured and verbal think-aloud observations identified why and how participants use Instagram. Four quadrants of usage grew from participants’ data: Community-driven Creators, socially motivated Gardeners, Digital Scrapbookers, and enlightenment-seeking Observers. These usage quadrants structured the paper. Each quadrant had unique habits and motivations, yet, some themes spanned across all quadrants, such as the themes of mindless usage and The Boredom Paradox. Results have applications for social media marketing research as they relate to studying the nature of Gen Z Instagram usage for understanding young people’s lived experiences with Instagram.