Generation Y and the media in Malta

Abstract

This research study focuses on Generation Y perceptions towards new technology. It also analyses the factors that lead to the use of new devices and on how they impact the traditional media. A quantitative study made reference to the technology acceptance model and the gratifications theory. A total of 168 responses were collected through a survey questionnaire that was distributed among all students at the University of Malta. The results have shown that individuals belonging to the Generation Y segment are familiar with new technological devices. They also indicated that they find innovative devices very useful and easy to use. The findings indicated that YouTube is the most popular source for music and entertainment while the Internet was used to follow the news and information updates. Evidently, respondents have access to different entertainment choices unlike the traditional media such as television, radio and newspapers. The TAM Model outlined the factors of Perceived Ease of Use and Perceived Usefulness. This study outlines how these factors relate to the technology acceptance among Generation Y respondents in the Maltese context. The causal relationship between these two factors was also observed. In conclusion, this study builds on extant theoretical underpinnings and empirical findings. It posits that this study’s findings can be compared to previous studies. This dissertation implies that both academia and practitioners in communications should be aware of the ongoing technological changes of the new media channels such as the internet, social media networks and you tube among others. It suggests that traditional media such as print, television and radio should make full use of the technology available and engage with this new media to interact more with their target audience.