Gender Differences in Communication Experiences through Social Media Among Generation Z Youth: A Phenomenological Study within the Framework of the Theories of Social Determinism and Technological Determinism.

Salama, Shereen

doi:10.21608/jsb.2025.367152.1901

Gender Differences in Communication Experiences through Social Media Among Generation Z Youth: A Phenomenological Study within the Framework of the Theories of Social Determinism and Technological Determinism.

Document Type : Original Article

Author

Shereen Salama

Journalism department, faculty of mass communication, Cairo university

10.21608/jsb.2025.367152.1901

Abstract

The study aimed to observe, analyze, and interpret gender differences in social media communication experiences among Generation Z youth (both males and females) in Egyptian society. This was achieved by analyzing these experiences using the phenomenological approach, which seeks to explore the subjective experiences of social media communication among Generation Z. The study’s analytical framework relied on the Gender Schema Theory. In contrast, it used the Social Determinism Theory and the Technological Determinism Theory for interpretive purposes to explain the influence of social and technological factors on social media communication experiences. The study was conducted on a non-probability (purposive) sample of 20 individuals from Generation Z in Egypt, consisting of 10 males and 10 females, using a semi-structured in-depth interview tool. Among the main findings of the study was that there is an overlap between the influences of social and technological determinism in the communication experiences of both males and females from Generation Z in Egypt. Social media technology plays a key role in enabling individuals to quickly access information and engage socially to a greater extent. It also allows individuals to express their opinions and communicate with others easily, enhancing their digital interactions and making it a daily habit they cannot abstain from. However, social factors, such as societal perceptions of gender, continue to influence how individuals use these platforms, especially in Egyptian society, which is characterized by strong family ties, social bonds, and conservative orientations. Despite technological advancements, these societal perceptions may impose restrictions on the free use of these platforms, particularly for females. Therefore, technological use is influenced by social trends that reflect the culture and expectations of society, indicating the interwoven effects of social and technological variables. While communication technology exerts dominance in modern societies through its diverse and intensive use, society imposes its conditions and methods, thus shaping its perspective on the use and adoption of this technology.

Keywords

Main Subjects

The new media

References

-Buckingham, D. (2013). Making Sense of the ‘Digital Generation’: Growing Up with Digital Media. Self & Society, 40(3), pp. 7–15. Retrieved from https://davidbuckingham.net/wp-content/uploads/2015/04/digital-generation-ss.pdf7.2013.11084274,

[1]) Prensky, M. (2001). Digital natives, digital immigrants part 2: Do they really think differently?. On the horizon, 9(6), pp. 1-6 Retrieved from https://www.emerald.com/insight/content/doi/10.1108/10748120110424843/full/html [1]) See:

- Çoklar, Ahmet Naci, and Ali Tatli. “Examining the Digital Nativity Levels of Digital Generations: From Generation X to Generation Z.” Shanlax International Journal of Education, vol. 9, no. 4, 2021, pp. 433–44. Retrieved from https://files.eric.ed.gov/fulltext/EJ1309727.pdf

- Dimock, Michael (January 17, 2019). Defining generations: Where Millennials end and Generation Z begins. Pewresearch.org. Retrieved from http://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins

[1]) https://www.qureos.com/ar/hiring-guide/gen-z-statistics#:~:

[1]) Jayatissa, Dimani. (2023). Generation Z – A New Lifeline: A Systematic Literature Review. Sri Lanka Journal of Social Sciences and Humanities. 3. P.181, p.182. 10.4038/sljssh.v3i2.110. Retrieved from https://www.researchgate.net/publication/373320000_Generation_Z_-_A_New_Lifeline_A_Systematic_Literature_Review

[1]) Kassem, M.M., Negm, E. & Abu Gharara, S.R. (2024). Investigating Gen Z Consumers’ Feministic Identities and Gender-Stereotypical Norms on their Attitude Formation towards Femvertising Campaigns, Impacting Purchase Intention. Open Access Library Journal, 11, pp.1-2 Retrieved from https://www.scirp.org/journal/paperinformation?paperid=134310

[1]) Fischer, Isabel & Luiz, John. (2024). Exploring gender differences in Gen Z students’ attribution of obstacles influencing their academic and professional success. The International Journal of Management Education. 22. 10.1016/j.ijme.2024.100989. Retrieved from https://www.researchgate.net/publication/380395470_Exploring_gender_differences_in_Gen_Z_students'_attribution_of_obstacles_influencing_their_academic_and_professional_success

[1]) Moody, Sherin (2023). Self-Monitoring Social Rewards on Facebook Profile Pictures and Social Comparison Effect on Gen Z Egyptian Females’ Self-Presentation and Self-Esteem. Egyptian Journal of Public Opinion Research. 22(4), pp.1-48 Retrieved From https://joa.journals.ekb.eg/article_335141_76b6d2e0dd1bf517986315592f2c610b.pdf

[1]) Manago, AM, Walsh, AS and Barsigian, LL (2023). The contributions of gender identification and gender ideologies to the purposes of social media use in adolescence. Front. Psychol. 13:1011951. Retrieved From https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.1011951/full

[1]) Lee, J., McGuinness, K., Park, S., Fisher, C., Yao, P., Chatskin, M., & McCallum, K. (2023). Women and news special report: Gender gaps in news consumption and engagement. Canberra: News and Media Research Centre, University of Canberra Retrieved From https://researchprofiles.canberra.edu.au/en/publications/women-and-news-special-report-gender-gaps-in-news-consumption-and

[1]) Meyer Nunes, Ester, "How Prolonged Social Media Use Affects Generation Z and their New Media Literacy Skills" (2022). Global Strategic Communications Student Work. 6.
Retrieved from https://digitalcommons.fiu.edu/gsc/6

[1]) Lalwani, Mallika & Vidhani, Vanshikha & Mehta, Aditya. (2022). Gender Fluidity in the Digital Age: The impact of social media influencers on Generation Z. GLS KALP: Journal of Multidisciplinary Studies. 2. 10.69974/glskalp.02.04.45. Retrieved from https://www.researchgate.net/publication/338508310_Global_Aspects_of_Social_Media_Perception_by_Y_Generation_in_Gender_Context

[1]) Raslie, Humaira. (2021). Gen Y and Gen Z Communication Style. Studies of Applied Economics. 39. 10.25115/eea.v39i1.4268. Retrieved from https://www.researchgate.net/publication/349189993_Gen_Y_and_Gen_Z_Communication_Style

[1]) Ganzabal-Learreta, M., Meso-Ayerdi, K., Pérez Dasilva, J., y Mendiguren habits in the journalism profession. The case of centennials and millennials. Revista Latina de Comunicación Social, 79, pp. 91-116, Retrieved from https://nuevaepoca.revistalatinacs.org/index.php/revista/article/view/1552/3432

[1]) Matusiková, Lucja & Stanovská, Kateřina. (2020). Global Aspects of Social Media Perception by Y Generation in Gender Context. SHS Web of Conferences. 74. 03004. 10.1051/shsconf/20207403004. Retrieved from https://www.researchgate.net/publication/338508310_Global_Aspects_of_Social_Media_Perception_by_Y_Generation_in_Gender_Context

[1](Toulan, Randa Saleh & Saleh, Hanaa Farouk (2025). Exploring news consumption patterns and preferences of Generation Z A field Study. Egyptian Journal of Mass Communication Research .2(90), Retrieved from https://ejsc.journals.ekb.eg/article_413861_904b36662abf5dce0b9611073f3ddfc4.pdf

-Al-Yamani, M. (2025). alealaqat bayn aistikhdam jil al (Z) alsuwrii limawaqie altawasul alaijtimaeii, watahqiq hudurih alaijtimaeia. majalat jamieat dimashq liladab waleulum al'iinsaniati. jamieat Dimashq. Syria. 1(1).

- Shbayik, N. (2024). tathir mutabaeat alshabab lisafahat almuathirin eabr mawaqie altawasul alaijtimaeii ealaa simat namudhaj alqudwat ladayhim. almajalat aleilmiat libuhuth al'iidhaeat waltiyfizyuni. qism al'iidhaeat waltilifiziuni- kuliyat al'iielami/ jamieat Alqahira. 28(1).

- Tawfiq, D. (2024). alsadaqat al'iiliktruniat waealaqatuha bial'amn almujtamaeii dirasat muqaranat bayn jil Z wajil 'alfa. almajalat aleilmiyt likliyt aladab. kuliyat aladab/ jamieat Assut. 89(2).

- Ghraib, S. (2024). tathir tatbiq altiyk tuk ealaa suluk jilZ: ruyat 'anthrubulujiat tahliliat litahadiyat almutu.almajalat aleilmiat likuliyat aladab. kuliyat aladiab/jamieat 'Asyut. 91(3). 587-640

[1]) Rinaudo, Brenley(2023).The New Teacher of Ideas: A Study on Social Media, Political Influencers, and Generation Z. Honors Theses. 3002.
Retrieved from https://egrove.olemiss.edu/hon_thesis/3002

[1]( Marugán Solís, F. and Martín Critikián, D. (2023). Social media and Generation Z. Doxa Comunicación. 36. pp. 381-399, Retrieved from https://revistascientificas.uspceu.com/doxacomunicacion/article/view/1707

-Abu Al-Khair, K. (2023). simat aljumhur alraqamii waealaqatuha bi'anmat wamuhadadat tafaeulih mae muhtawaa alminasaat al'iikhbariati. almajalat almisriat libuhuth al'iielam walaitisali. kuliyat al'iielami/jamieat Al'ahram Alkanadiati. 43(1). 383-431

[1]( Hassoun, A., Beacock, I., Consolvo, S., Goldberg, B., Kelley, P. G., & Russell, D. M. (2023, April). Practicing Information Sensibility: How Gen Z Engages with Online Information. In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems. pp. 1-17. Retrieved from https://arxiv.org/pdf/2301.07184.pdf

[1]( Neufeld-Wall, M.E (2023). Being Real: Gen-Z, Self-Presentation, and Authenticity on Social Media. Communication Honors Theses. 26, Retrieved from https://digitalcommons.trinity.edu/comm_honors/26

[1]( Hu, Qingqing & Hu, Xue & Hou, Pan. (2022). One Social Media, Distinct Habitus: Generation Z's Social Media Uses and Gratifications and the Moderation Effect of Economic Capital. Frontiers in Psychology. 13. 939128. 10.3389/fpsyg.2022.939128. Retrieved from https://www.researchgate.net/publication/361975616_One_Social_Media_Distinct_Habitus_Generation_Z's_Social_Media_Uses_and_Gratifications_and_the_Moderation_Effect_of_Economic_Capital

[1]( Micaroz, Mhariz M., Bayani, Rammel T., (2022). 21st Century Digital Media Information: In The Lens of Gen Z. United International Journal for Research & Technology (UIJRT), 3(7), pp.27-41. Retrieved from https://uijrt.com/paper/21st-century-digital-media-information

[1]( Anagiotou, N., Lazou, C., Baliou, A. (2022). “Generation Z: Media Consumption and MIL”. İMGELEM. 6 (11), pp. 455-476, Retrieved from https://dergipark.org.tr/en/download/article-file/2700828

[1]( Irfan, Syed Bilal, M, Malavika, Firdos, Aaminah, Sadaf, Afifa & Ibrahim, Mohammed. (2022). A Study Examining the Impact of Social Media Use on Gen-Z Wellbeing. International Journal of Research and Analytical Reviews, November 2022, 9 (4), Retrieved from Available at SSRN: https://ssrn.com/abstract=4407136

[1]( Perić, Nenad, Mamula Nikolić, Tatjana & Delic, Teodora. (2021). Analysis of Attitudes of Gen Z Toward Media and Consumption: The Region of Balkans. Marketing. 3(51), pp. 210-218, 10.5937/markt2003210P. Retrieved from https://www.researchgate.net/publication/348352251_Analysis_of_Attitudes_of_GenZ_Toward_Media_and_Consumption_The_Region_of_Balkans

[1]( Anwar, Tika. (2019). Phenomenology of Communication of Generation Z in Pekanbaru . Komunikator. 11(1), 10.18196/jkm.111015. Retrieved from https://www.researchgate.net/publication/333559209_Phenomenology_of_Communication_of_Generation_Z_in_Pekanbau

[1]( Wada, H. (2019). Media consumption trends: Comparing millennials and Generation Z. In Proceedings of the 15th International RAIS Conference on Social Sciences and Humanities. pp. 58-65, Scientia Moralitas Research Institute. Retrieved from

https://scholar.google.com.eg/scholar?q=Media+Consumption+Trends:+Comparing+Millennials+and+Generation+Z&hl=en&as_sdt=0&as_vis=1&oi=scholart

[1]( Ahmed, Niaz. (2019). Generation Z’s Smartphone and Social Media Usage: A Survey. Journalism and Mass Communication. 9 (3), pp.101-122, Retrieved from https://www.researchgate.net/publication/335746471_Generation_Z's_Smartphone_and_Social_Media_Usage_A_Survey

[1]( Vițelar, A. (2019). Like me: Generation Z and the use of social media for personal branding. Management dynamics in the knowledge economy. 7(2), pp. 257-268 Retrieved from https://www.econbiz.de/Record/like-me-generation-z-and-the-use-of-social-media-for-personal-branding-vi%C8%9Belar-alexandra/10012159069

[1]( Lammikko, M. (2019). An exploration of Generation Z’s habits and needs considering news consumption : A case study in the Swedish and Finnish market. (Dissertation). Retrieved from https://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-261621

[1]( Click, Kevin & Schwartz, Neil. (2018). Trending Now: News Habits of Generation Z. SSRN Electronic Journal. 10.2139/ssrn. 3408021, Retrieved from

https://www.researchgate.net/publication/334221702_Trending_Now_News_Habits_of_Generation_Z

[1]( Yadav, Gyan & Rai, Jyotsna. (2017). The Generation Z and their Social Media Usage: A Review and a Research Outline. Global Journal of Enterprise Information System. 9 (2). 110. 10.18311/gjeis/2017/15748. Retrieved from https://www.researchgate.net/publication/318005826_The_Generation_Z_and_their_Social_Media_Usage_A_Review_and_a_Research_Outline

-Abdel Hafeez, H. (2018). mafhum aljandar waldawr albinayiyu almutaghayiri: dirasat 'anthrubuluji. majalat kuliyat aladab. kuliyat aladab/ jamieat Al'iiskandariat. 91(5).

- 'Ahmed, O. (2023). aljil Z sharihat aijtimaeiat jadidat watahadiyat nazariat wamanhajiat jadidatun. majalat mustaqbal aleulum alaijtimaeiati. aljameiat aleamat alearabiat liltanmiat albashariat walbiyiyati. 1(3).

[1]( Prabhune, N.A. & Mehetre, P. (2023). To Study the Change in Trends of Gender Schemas and Its Impact on Youth. International Journal of Indian Psychology, 11(4), p.1634, DIP:18.01.148.20231104, Retrieved from https://ijip.in/articles/gender-schemas-and-its-impact/

- Alhurani, M. (2013). 'aydiulujia aldawr aljandarii fi almujtamae Al'urduniyi: dirasat sisiulujiatan liqias almasafat aljandariat bayn jili alaba' wal'abna'i. majalat aitihad aljamieat alearabiat liladab. jameiat kuliyaat aladab fi aitihad aljamieat alearabiati. eamaan - Al'urdun.1(5).

[1]( (2012). Simulacra. In M. Kosut (Ed.) Encyclopedia of gender in media (pp. 337-337). SAGE Publications, Inc., Retrieved from https://sk.sagepub.com/ency/edvol/genderinmedia/chpt/simulacra

- Husayn, M. (2024). jadaliat alhatmiat alaijtimaeiat walhatmiat altiknulujia. majalat aldirasat al'iielamiati. almarkaz aldiymuqratiu alearabiu lildirasat alastiratijiat walsiyasiat walaiqtisadiati. Barlin- 'Almanya. 26(1).

-Salih, A. (2017). al'iintirnit walsiyasatu: dirasat fi alaistikhdam waltaathir fi daw' alkhibrat almahaliyat walduwaliati, 'atlas lilnashr wal'iintaj al'iielamii . Alqahira.

- Qarnani, Y. (2014). qira'at tahliliat linazariat alhatmiat altiknulujiat walhatmiat alqiamiat bayn marshal makluhan waeabd alrahman eazi. majalat aleulum alaijtimaeiati. jamieat Ammar Thaliji- al'aghwati. Aljazayar. 1(4).

- Hurud, A. (2022). waqie aistikhdam tiknulujia almaelumat walaitisal wakayfiat tathirih ealaa alfaealiat altanzimiat lilmuasasat aleumumiat aljazayiriati. risalat majistir. qism ealm alaijtimae. kuliyat aleulum al'iinsaniat waleulum alaijtimaeiati. jamieat 8 may, Aljazayir.

- Abd Alkafi, I. (2007). mustalahat easr aleawlamati: earabiun - 'iinjilizi. aldaar althaqafiat lilnashri. Alqahira. altabeat al'uwlaa.

- Mubaraki, A. (2020). alfinuminulujia wafalsafat alwaey eind husirli. al'akadimiat lildirasat alaijtimaeiat wal'iinsaniati. aladab walfalsafati, jamieat hasibat bin bueali alshalaf. Aljazayar. 20(3).

- Alshahrani, L. (2023). albahth al'iithnujrafiu walfinuminuluji fi alhaql al'iidari: tahlil nazari watatbiqi. almajalat alearabiat lil'iidarati. almunazamat alearabiat liltanmiat wal'iidarati- jamieat Alduwal alearabiati. 2(3).