Entornos híbridos y nuevas identidades: La Generación Z en la era del metaverso

The objective of this study is to examine how Generation Z shapes its identity in three contexts: offline, online, and in the metaverse, highlighting the differences and particularities of their representation in each environment.A mixed-methods approach was used in three phases: first, a survey was conducted with a socio-demographically representative sample (n=410) from the Basque Country (Spain); next, three focus groups (n=18) were organized to delve deeper into their perspectives; and finally, two expert interviews were conducted to validate the findings. Results indicate that the metaverse introduces innovative forms of communication and self-expression, transcending the aesthetic standards dominant in social media. Young people perceive the metaverse as a space for more authentic relationships, based on interests, values, and unique identity expressions. Moreover, it promotes greater freedom of expression and inclusion, particularly benefiting marginalized groups such as the LGBTQ+ community and cultural minorities. However, the study also identifies risks, such as technological dependence and the proliferation of fake accounts, emphasizing the need for security and privacy mechanisms.