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

Patricia Barron-San Blas; Maialen Goirizelaia; Leire Iturregui Mardaras

doi:10.65598/rps.5768

Authors

Patricia Barron-San Blas Universidad del País Vasco / Euskal Herriko Unibertsitatea https://orcid.org/0009-0001-8659-5011
Maialen Goirizelaia Universidad del País Vasco / Euskal Herriko Unibertsitatea
Leire Iturregui Mardaras Universidad del País Vasco / Euskal Herriko Unibertsitatea

DOI:

https://doi.org/10.65598/rps.5768

Keywords:

metaverse, Social Media, Generation Z, identity, communication, inclusion

Abstract

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.

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Author Biographies

Patricia Barron-San Blas, Universidad del País Vasco / Euskal Herriko Unibertsitatea

Patricia Barron-San Blas, University of the Basque Country / Euskal Herriko Unibertsitatea (UPV/EHU). She is a predoctoral researcher in the Department of Audiovisual Communication and Advertising at UPV/EHU (Spain). Her research focuses on the study of the Sustainable Development Goals (SDGs) and the application of emerging technologies, such as Augmented Reality and Virtual Reality, to address current challenges. She is a member of the Consolidated Research Group type A BITARTEZ and the JOSAFCON (Journalist Safety Research Project) research project, the Ministry of Science and Innovation (PID2021-122680NB-I00).
Email: patricia.barron@ehu.eus
ORCID: https://orcid.org/0009-0001-8659-5011

Maialen Goirizelaia, Universidad del País Vasco / Euskal Herriko Unibertsitatea

Maialen Goirizelaia, University of the Basque Country / Euskal Herriko Unibertsitatea (UPV/EHU). She is an associate professor in the Department of Audiovisual Communication and Advertising at UPV/EHU (Spain). Her research focuses on communication and public relations, public diplomacy, diaspora, diaspora diplomacy, and the study of audiences and social networks. She is a member of the Consolidated Research Group type A BITARTEZ (IT1771-22), the JOSAFCON (Journalist Safety Research Project) research project, the Ministry of Science and Innovation (PID2021-122680NB-I00), and the university-business-society project APPLIKA+. Email: maialen.goirizelaia@ehu.eus
ORCID: https://orcid.org/0000-0001-9478-1503

Leire Iturregui Mardaras, Universidad del País Vasco / Euskal Herriko Unibertsitatea

Leire Iturregui Mardaras, University of the Basque Country / Euskal Herriko Unibertsitatea (UPV/EHU). She is an associate professor in the Department of Journalism at UPV/EHU (Spain). Her research focuses on conflict journalism, institutional communication, and gender perspective in communication teaching. She is a member of the Consolidated Research Group type A BITARTEZ (IT1771-22) and co-directs the JOSAFCON (Journalist Safety Research Project) research project, the Ministry of Science and Innovation (PID2021-122680NB-I00).
Email: leire.iturregui@ehu.eus
ORCID: https://orcid.org/0000-0001-9675-4218

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