Transmedia Reading and Generation Z’s Social Attitudes

Abstract

The study of the reading habits, attitudes, and interests of Generation Z (Gen Z) to transmedia storytelling provides a comprehensive understanding of how they interact with transmedia stories. In social sciences, transmedia storytelling is seen to create more immersive and engaging narratives for the readers. It creates a social phenomenon as reading is no longer on paper but now, online, especially to the new generation of readers, Gen Z. Gen Z's interests in transmedia storytelling are varied and influenced by their diverse range of interests. They enjoy a range of genres, including young adult fiction, science fiction, and fantasy, as well as contemporary fiction. This research is based on qualitative data where a conversation analysis was assessed to undergraduates belonging to Gen Z from a selected university in Malaysia. Results highlighted that Gen Z's reading habits are diverse, with many readers enjoying transmedia stories through multiple media formats. Gen Z readers also tend to participate in online book communities and share their reading experiences. Overall, the study concludes that Gen Z is highly engaged with transmedia storytelling, with diverse reading habits and interests. The findings have implications for creators, publishers, and educators in terms of curating and creating transmedia content that resonates with Gen Z readers. Understanding Gen Z's reading habits, attitudes, and interests provides a unique opportunity to develop and adapt transmedia stories that can engage reading better.