NEED FOR INFORMATION
When students want to make important decisions, they typically want immediate and factual information. This is particularly true with Gen Z voters. NPR reported in 2023 that “according to SocialSphere's survey data, one-third of Gen Z voters wished they had known more about the candidates and their positions in the last election.” In addition, the survey showed about 50 percent were “confident about every race on their ballot,” but about 30 percent voted without adequately knowing about the candidates.
Technology has changed how students learn, in and out of the classroom. When they are not connecting to the Internet for online classes, they are surfing, talking to friends and family, gaming, and immersing themselves in social media. According to the public relations company MSSmedia, millennials spend 3.8 hours on average daily on social media, while Gen Z spends almost 4.5 hours a day. In addition, Gen Z is more likely to be consuming, and spreading, social media trends and viral content. By the spring of 2024, the top social networks worldwide according to the data-gathering company Statista, in order, were Facebook, YouTube, Instagram, WhatsApp and TikTok. For many students, while social media platforms are used for entertainment and connecting with friends and family, they also serve as a news source. Interestingly, Instagram sees more engagement in higher education than in any other industry. For a list of the top higher education engagement rates for social media, the social media analysis company RivalIQ provides captivating data for 2024.
CONNECTING TECHNOLOGY TO ISSUES AND SOCIAL CHANGE
Students today seem to have an almost insatiable appetite for information and entertainment through social media, and there is a growing need for more speed, access and connectivity 24/7. How can technology be used to engage college students with the issues and values that mean most to them, particularly for Gen Z? The children’s charity Annie E. Casey Foundation in 2024 identified eight top issues for this age group: 1) health care access, 2) mental health, 3) higher education, 4) economic security, 5) civic engagement, 6) racial equity, 7) the environment and 8) gun violence.
Civic engagement and concerns about racial equity likely contributed to the resignation of the president of Columbia University, Minouche Shafik, in August during pro-Palestinian protests. In her resignation letter, she wrote that it was “difficult to overcome divergent views across our community.” In another situation, University of Massachusetts Chancellor Javier Reyes faced criticism for calling in police to break up peaceful demonstrations, defending his actions only as a last resort. Social media may have played a pivotal role in these and other campus controversies, as students and staff were clearly engaged in discussions about the conflict.
GEN Z AND THE IMPORTANCE OF COLLEGE EDUCATION
GEN Z AND TECHNOLOGY TRANSFORMATION
It is important to note the context of the environment Gen Z has navigated over the past four years. This population experienced firsthand the sudden transition from face-to-face education to remote learning during the pandemic. This transformation was unexpectedly swift and dramatic, and likely reinforced the use of social media platforms to connect, learn and engage, while shaping and reinforcing existing beliefs and values. While social media can be informative, it can equally be a conduit of misinformation and make it difficult to discern what is fact or fiction.
Today’s population of Gen Z includes up to 70 million people who are racially diverse and large consumers of YouTube and TikTok. In addition, the Center for Information Research on Civic Learning and Engagement estimated in 2023 that 41 million of Gen Z would be eligible to vote in 2024, with nearly 50 percent being youth of color. They’re also getting calls from the entertainment industry on social media to become politically engaged, with the recent encouragement to vote from pop star Taylor Swift. Within 24 hours of her post on Instagram asking young people to register to vote, Reuters reported, “the custom link to vote.gov created and shared by Swift received a total of 405,999 visitors,” according to the General Services Administration. This social trend continued with an X post from Billie Eilish, with 7.5 million followers promoting National Voter Registration Day. Actions such as these not only have an immediate effect but could have a significant long-lasting one.
WHAT IT ALL MEANS
As students increasingly use technology for their academic work 24/7, there is also a need for faster speeds and access to satisfy their appetite for social media. Universities and colleges will be particularly pressed to keep their computer networks up to date. This is critical not only to enhance student learning and teaching, but also to provide access to social media. An optimal campus network infrastructure helps to attract and retain students. The Gen Z voting population appears to value education, engages in civic causes and cares about equity, among other prominent issues.
With heightened concerns around Project 2025’s proposal to dismantle the U.S. Department of Education, restrict immigration, eliminate equity and inclusion initiatives, and de-emphasize climate change, it appears the initiative would be in direct conflict with issues important to Gen Z. Higher education will be challenged to support the ever-increasing technological needs of students for academics, entertainment and social issues, while at the same time promoting their value proposition, affordability and public discourse — certainly a tall order to accommodate. Soon some of these questions could be answered by who votes in the election and how. With less than 50 days until Nov. 5, higher education is likely at a critical crossroads for its future, and social media could have a significant impact.
