Social media communication and shifting attitudes toward social change across generations: a comparative study of Gen Z and older cohorts

Based on media influence theory and generational difference theory, this study reveals behavioral differences between Generation Z and older groups in their participation in digital protests through a combination of questionnaire surveys and text sentiment analysis. Data analysis shows that Generation Z displays a stronger emotional resonance with content disseminated on social media, is more inclined to trust content generated by users of the same age, and is accustomed to participating in public affairs via visual platforms such as Instagram and TikTok. In contrast, the older group has a cautious attitude towards digital resistance, prefers traditional media channels, and has a lower level of emotional investment. Emotional analysis of over 8,000 social media posts confirms this generational difference: Generation Z frequently uses emotional terms such as rupture and empathy in their tweets, while the older generation tends to use more rational, argumentative language. The research confirmed that intergenerational media usage habits, shaped by differences in growing-up environments, have a profound impact on the construction of citizenship in the internet age. These findings provide empirical evidence for formulating intergenerational communication strategies and suggest that public issue communication must design differentiated plans based on the characteristics of different generations.