Tạp chí in Tiếng Anh

Media framing of Generation Z in Vietnam: Analyzing the “Snowflake” label in mass media representations

Dong Anh NGUYEN	Donganh@dav.edu.vn	Diplomatic Academy of Vietnam
Kim Ngoc CAO	kimngoccao03@gmail.com	Diplomatic Academy of Vietnam

DOI: 10.66057/llcttt-31567

Ngày nhận bài: 12/03/2026 Ngày phản biện: 28/05/2026 Ngày xuất bản: 10/06/2026

Tải tệp

Abstract:

Generational labels are often attached to younger people, shaping how they are perceived and how they navigate the world around them. In today’s global culture, mass media plays a major role in forming and solidifying these labels. One such emerging label is the “Snowflake Generation,” often used to portray Generation Z (Gen Z) as emotionally fragile or overly sensitive. This study explores how that label has gradually appeared in Vietnamese mass media between 2020 and 2024. It raises concerns about age-based stereotypes, adopting an exploratory approach to analyze media portrayal of Gen Z. The “Snowflake Generation” narrative may limit professional and academic opportunities for Gen Z by fostering negative perceptions of their resilience and competence. Drawing on content analysis of news and television coverage (2020–2024) and in-depth interviews with experts, journalists, and selected Gen Z individuals, this study investigates how the mass media constructs the “Snowflake Generation” label and examines views on its relevance to Gen Z. This study adds to existing theory by exploring the label’s use in non-Western contexts and offers practical insights for media professionals.

Keyword:

Gen Z, media framing, mass media, snowflake generation.

Content:

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