Collective consciousness and mass media: the sociopolitical beliefs and participation of generations X and Z from selected areas in Quezon City.

Abstract

The power of media has been well established through its great influence in almost all matters of the state, and in conditioning various aspects of the human experience. In good hands, it could be used to create a positive impact on how people perceive and respond to certain situations and how they gain genuine knowledge to be used in every day life. In opportunistic, menacing hands, however, it was proven that it could be used as a means to perpetuate one’s power, and affect people’s perception of others in order to gain their trust, support, and loyalty which would then ensure their ascendancy to power. This study aims to assess the interplay of different factors which affect the sociopolitical beliefs and actions of these varying age groups, more specifically the mass media that was put out/are being broadcasted in their specific periods. According to literature, the people from generation X are highly private, individualistic, and well-educated. They are generally independent-thinking and are motivated by personal benefits. Literature will also tell that generation Z, or “the iGen” aspire to be involved with transformational as opposed to transactional activities. Their upbringing caused them to believe that collective security at times is more important than individual rights and privileges, and that there is a need to address root causes of issues and to push for transformational impact (Culp, 2011). This study would also acknowledge that other forms of media, one that focuses on entertainment, should also be studied by other researchers in order to take into consideration other possible avenues that might influence political consciousness and participation.