Abstract:
Against the growing difficulty in societies to separate confusing information,
development organizations are struggling to get their message
through. A fundamental problem lies in the changing habit of processing
information by various generations. Gen X generation who are above 40,
for example, receive and process information differently than Gen Z generation
who are only 25 or less. In this research, using internet-based campaign
messages different generations are tracked in terms of how they
receive and process information on social changes. Results show that the
new generation i.e. Gen Z is harder to reach using the usual strategies like
street plays, ads, and billboards. Unlike others, Gen Z uses social media
to collect information. This shows that to reach the new generations on
social issues, campaigners must use social media rather than the traditional
print and electronic media like radio and TV whereas, Gen X and
Ys still use traditional media to receive and process information, but they
are also gradually switching to other electronic media outlets.
