UNDERSTANDING HOW DIGITAL NEWS IS RECEIVED BY TIKTOK AUDIENCES: USES & GRATIFICATIONS

Introduction

Despite the rapid expansion of social media, traditional mass media continues to exert significant influence due to its perceived credibility and institutional authority. This credibility enables mass media to shape public narratives about social groups, including entire generations, in ways that often carry long-term societal impact. In different cultural and political contexts, the role of mass media varies. In Western scholarship, mass media is often viewed as a platform for pluralistic debate within liberal democratic systems [30]. In Vietnam, however, mass media is closely connected to state institutions and national development goals, functioning as a tool for information dissemination, education, and social mobilization [14, p.6].

Theoretical framework: media framing

This study is grounded in framing theory, which explains how media portrayals select and emphasize certain aspects of reality to shape public perception. Entman [16] defines framing as the process of selecting “some aspects of a perceived reality” and making them more salient to promote particular problem definitions, causal interpretations, and moral evaluations.

Framing refers to the process by which media emphasize particular aspects of an issue or event, thereby shaping how audiences interpret and understand it. Media frames are not neutral but are influenced by ideology and cultural context. As Đỗ Chí Nghĩa (2009) [15, p.14] argues, media development is closely tied to ideology and institutional interests, while cultural narratives also shape how audiences perceive reality [25].

This study applies three framing elements: problem definition, causal attribution, and moral evaluation to examine how Vietnamese mass media reinforce the “Snowflake Generation” label. Drawing on Goffman’s Frame Analysis [18] and later developments by Entman [16] and Iyengar [21], the study analyzes how Gen Z is framed within Vietnam’s distinctive political, cultural, and media context.

Literature Review

Mass Media Representation of a Group of People

Media plays a significant role in the formation of generational experience, identity, and habitus [3, p.42]. In the process of “generationing” mediated nostalgia also contributes to social formation by highlighting differences and distinctions between generations [3, p.21]. When emphasized, these differences can become fixed traits that separate social classes and generations.

This process is illustrated in O’Donnell’s study Visual Persuasion: The Media’s Use of Images in Framing People Groups (2013) [36], which demonstrates how mass media employ framing tactics to reinforce specific characteristics of five social groups in the US Similarly, Kelly’s study Frame Work: Helping Youth Counter Their Misrepresentations in Media [22] found that teenagers often feel misrepresented and portrayed negatively in media coverage of their lives. Kelly identifies dominant media narratives that reinforce stereotypes, reproduce social anxieties, and marginalize youth voices.

Global Research on the “Snowflake Generation” Label

The concept of the “Snowflake Generation” has attracted attention in academic and cultural debates. Heldal and Stiklestad [19] describe “snowflakes” as less resilient and more easily offended than previous generations, while also noting their strong digital skills and capacity to acquire new competencies quickly. Other scholars view the label as a media-driven stereotype linked to overprotection and individualism [4]. These narratives tend to emphasize emotional fragility while overlooking adaptability and resilience. External pressures such as economic instability and changing social values are also identified as factors affecting the emotional and psychological states of younger generations.

Materials were coded according to the three framing elements to identify patterns in media representation. The software also enabled the identification of co-occurrence patterns, allowing further examination of how different frames were interconnected in media discourse.

Results

Overall depiction

After importing the data into ATLAS.ti and calculating the frequency of each framing element, I visualized the results with charts to provide a clear overview.

The chart depicts that Vietnamese media most often portray Gen Z through a problem definition lens - emotionally fragile and overwhelmed. Beyond simply labeling them “snowflake” reports repeatedly emphasize their perceived lack of resilience and constant stress. A secondary narrative dives into why these traits emerge - pointing to social pressures, shifting cultural norms, overprotective parenting, and the omnipresence of technology. Finally, moral judgments appear less often but still shape the discourse, contrasting Gen Z with earlier generations while occasionally acknowledging the very real pressures they face today. Together, these elements not only spotlight Gen Z’s vulnerabilities but also unpack the structural and cultural forces.

In total, these three framing categories span 384 occurrences, reflecting how Vietnamese mass media create different narratives through the “Snowflake Generation” label. There is a heavy focus on fragility, societal causality, and value judgments of Vietnamese Gen Z seen from the researched articles/ reportages.

The co-occurrence analysis reveals clear links between how Gen Z traits are described and the reasons given for those traits. When media stories label young adults as “weak” or “fragile,” they almost always point to intense social pressures and shifting cultural expectations. At the same time, reports of Gen Z feeling “always stressed” are regularly tied to overprotective parenting, reframing personal anxiety as a consequence of family dynamics. References to a “lack of resilience and motivation” tend to appear alongside critiques of the education system and the nonstop influence of digital technology, suggesting these are structural, not individual, shortcomings.

Moral judgments complete the picture by contrasting Gen Z with older generations with a perceived drop in discipline and perseverance. Even the blunt “Snowflake Generation” tag is tempered by comments about real mental health struggles. Taken together, these narratives present a more nuanced image of Gen Z, acknowledging the broader social and technological conditions that shape their experiences.

The Relationship between Traits and Moral Judgment

The study also looks into the relationship between Gen Z’s perceived psychological traits and the ways these traits are evaluated. Besides neutral observations, these characteristics often appear in explicit critiques.

The most frequently co-occurring pattern in media discussions involves the trait “Weak Mentality / Fragile”, which is framed through generational comparison (29 instances) and moral judgment (17 instances). This suggests that Gen Z’s perceived emotional struggles are criticized in two key ways: first, by positioning them as weaker than previous generations, and second, by positioning this fragility as a significant flaw.

Similarly, the trait “Always Stressed / Facing Challenges” is criticized through generational comparison (21 instances) and moral judgment (13 instances). This suggests that the stress levels reported among Gen Z are not simply acknowledged as a reality. They are often seen as evidence of a generational decline in resilience. These overlapping critiques shape broader narratives about Gen Z’s role in the workforce and society. Their emotional and psychological traits are associated with both generational decline and moral failing.

Problem Definition Frame: Dominant Portrayals of Gen Z

Within the problem definition frame, three dominant portrayals emerge: Weak/Frail Mentality, Chronic Stress, and the Need for Healing. These frames emphasize Gen Z’s emotional struggles and shape public perceptions of their resilience, competence, and capacity for adulthood.

Gen Z as Weak and Fragile

This frame depicts Gen Z as lacking emotional resilience despite their talents and independence, often in contrast to previous generations. Media discourse frequently employs language that frames sensitivity as fragility rather than difference:

“This generation is talented but fragile, easily broken.” (a)

By juxtaposing competence with vulnerability, such narratives acknowledge Gen Z’s potential while pathologizing emotional sensitivity. Mental health struggles are framed as individual deficiencies, positioning Gen Z as conditionally functional, capable only when adequately supported and vulnerable when navigating challenges independently.

Gen Z as a Generation of Chronic Stress and Anxiety

This frame presents Gen Z as living in a persistent state of psychological crisis, reinforced through the selective use of alarming statistics:

“Young people today constantly battle stress, leading to panic attacks, emotional breakdowns, and, in severe cases, suicidal tendencies.” (b)

The reliance on expert discourse and absolutist language (“constant battle,” “leading to”) constructs anxiety as an inherent generational trait, rather than situating it within broader socio-economic pressures such as precarity and intensified competition.

Gen Z as a Generation in Need of Healing.

The “healing generation” narrative portrays Gen Z as emotionally wounded and preoccupied with self-care and recovery:

“The phrase ‘healing generation’ has become synonymous with Gen Z. They openly discuss trauma, therapy, and self - care, recognizing the deep - seated emotional wounds they carry.” (c)

While this frame legitimizes mental health awareness, its repetition renders Gen Z perpetually broken and dependent on therapeutic solutions. The focus on individual healing obscures collective and structural sources of distress, transforming emotional well-being into a privatized responsibility rather than a societal concern

Causal attribution

In the Causal Attribution frame, Gen Z’s struggles are primarily linked to social influence and social media. Social influence reflects societal pressures such as high expectations, competition, and rigid norms that shape Gen Z’s experiences and mental well-being. Social media amplifies these pressures by fostering comparison culture and the need for validation, contributing to stress and anxiety. Rather than portraying Gen Z’s traits as inherent flaws, this frame shifts attention to external forces.

“Society also plays a significant role in shaping this sense of vulnerability among young people... inflation, pandemics, high unemployment rates, and intense competition... around 81 million jobs were lost worldwide in 2020.” (d)

“The culture of ‘online sharing’... brings intense social comparison... leading to unnecessary anxiety... platforms like Facebook, TikTok, Zalo, Instagram... become key channels for self-expression and psychological gratification.” (d)

These examples frame Gen Z’s vulnerability as a result of structural pressures and internalized cultural practices. While broader socio-economic challenges are acknowledged, the framing still implicitly highlights Gen Z’s difficulty in adapting. In Example (5), responsibility is placed on individual user behavior rather than on platform structures, reinforcing an individualized critique of psychological vulnerability.

Moral Evaluation

Two dominant frames emerge: Comparisons to Previous Generations and Moral Judgment. Gen Z is frequently portrayed as less resilient, motivated, and patient than earlier generations, particularly Baby Boomers, Gen X, and Gen Y, who are described as having developed strength through post-war hardships and limited technological resources.

After conducting a series of in-depth interviews with seven participants, including communication experts, human resource managers, journalists, legal professionals, and Gen Z individuals, all conversations were audio- recorded with prior consent. The audio recordings were fully transcribed verbatim to capture both the explicit content and the subtle nuances of speech. Transcriptions were carefully reviewed to ensure accuracy and completeness.

Following Braun & Clarke’s (2006) thematic analysis framework, qualitative data from interviews with experts, journalists, and Gen Z individuals were coded inductively. Three major themes emerged:

Theme 1: Perceptions of Gen Z and the “snowflake” narrative

Experts presented varied views on Gen Z and the “snowflake” stereotype. While Gen Z is often described as intelligent, adaptable, and socially aware, they are also perceived as emotionally sensitive and less resilient. Shifts in values, particularly around mental health awareness and work–life balance, strongly shape their behavior and self-perception.

I1 noted that Gen Z tends to avoid confronting difficulties directly in professional contexts:

“Gen Z is very diverse, but when they encounter difficulties, they often choose not to speak up and may instead leave their jobs abruptly.”

She also commented on the “snowflake” label:

“Gen Z has been labeled as a generation with no excuse for failure and as the ‘snowflake’ generation. It is a weighty term, but not entirely wrong. Being sensitive is not necessarily bad; in the right context, it can be an advantage. However, the term ‘snowflake’ carries a negative connotation, implying excessive fragility.”

From a Gen Z perspective, I4 challenged the generalization:

“There are reasons why Gen Z is called the Snowflake Generation, but this label should not be imposed on everyone. Some are incredibly resilient and courageous. There is no single definition that fully captures Gen Z.”

They also linked this perception to broader expectations:

“Gen Z is often framed as a generation with no reason to fail. But that perception stems largely from societal pressures and media expectations.”

I2 attributed emotional vulnerability to upbringing and external influences:

“External influences are like opening a door – you welcome both good and bad winds. And at an age where their psychological foundation is not yet solid, they are easily affected.”

I3 highlighted key workplace traits:

“Gen Z is open to a variety of careers, multi-talented, highly capable, and proactive in seeking information online... They are confident yet fragile, easily losing direction.”

“The media can’t properly capture any generation... but saying Gen Z is more fragile compared to previous generations isn’t entirely wrong either.”

Theme 3: Rethinking narratives

Experts called for more balanced representations through intergenerational dialogue, credible sources, and inclusion of Gen Z voices. I1 stated:

“To be fair, I always refer to verified sources when discussing Gen Z instead of making broad generalizations.”

I4 highlighted psychological research:

“Gen Z tends to seek mental health counseling more frequently... instead of avoiding difficulties, they confront them head-on.”

Patience was emphasized in understanding Gen Z’s development:

“Gen Z needs time to grow. As they experience more in life and work, they will come to their own realizations.” (I1)

I2 noted the role of both structure and agency:

“About 60–70% of the ‘snowflake’ phenomenon may be influenced by external factors, but the remaining 30–40% is up to each individual.”

Gen Z writers stressed authentic self-representation:

“We aim to create a more authentic picture – one that highlights both the challenges and the aspirations of Gen Z.” (I4)

I7 added:

“There are common traits, but each individual is independent... Representing an entire generation in a single narrative is difficult.”

Adaptability was suggested as a defining characteristic:

“Rather than using absolute labels, it is more accurate to describe Gen Z as a generation that adapts.”

Discussions

The findings from this study suggest that certain frames surrounding Generation Z are beginning to take shape in Vietnamese media. Although the phrase “Snowflake Generation” is not always explicitly stated, the traits often linked to it (emotional sensitivity, a strong sense of self, and reluctance to conform,...) appear frequently in various articles. Using Entman’s (1993) model, it’s possible to identify clear framing elements in the way Gen Z is discussed. Articles often describe not just what Gen Z does or believes, but also suggest explanations for those behaviors. For instance, their openness about emotions or resistance to traditional norms is sometimes attributed to their upbringing in a digital world, increased exposure to global culture, or shifting social values.

Importantly, these portrayals are not entirely one-sided. While some articles do touch on concerns like whether Gen Z is too idealistic or overly sensitive, they tend to do so without harsh judgment. In fact, many stories also include voices that try to understand or even sympathize with these traits. This suggests that the media is not simply labeling Gen Z as a “weaker” generation but is also making space for more nuanced discussion and reflection. In terms of in-depth interviews, we can see what emerged from these conversations was not a one-dimensional portrayal of Gen Z, but a layered, intergenerational dialogue. There was a generational gap in how Gen Z is perceived. Older experts, shaped by different socio-economic conditions and cultural expectations, often found themselves perplexed by Gen Z’s way of navigating life. What once was a norm - “work hard, say little, earn your place” - is replaced by a mindset that prioritizes emotional well-being, self- expression, and smart, not just hard, work.

Across the board, there was a shared recognition of Gen Z’s defining traits: emotional sensitivity, digital fluency, adaptability, and a desire for meaning and balance. While some framed these traits as vulnerabilities, others saw them as emerging strengths of a generation in amid rapid change and immense pressure. Gen Z was described as talented, proactive, and value-driven. Nevertheless, they are also easily overwhelmed and still learning how to translate ideals into resilience.

Importantly, none of the experts simply echoed media narratives. Their insights were not regurgitations of headlines but reflections grounded in real-world experiences. The “snowflake” label, while acknowledged, was interrogated rather than accepted at face value. Across perspectives, there was consensus that Gen Z cannot be reduced to a single stereotype.

Conclusions

This study critically examined how Vietnamese mass media spark public narratives of Gen Z as the “Snowflake Generation.” While media narratives may depict them as overly sensitive, emotionally fragile, and resistant to hardship, the perspectives of interviewees revealed a different reality - one shaped by adaptability, emotional intelligence, and a heightened awareness of mental health and social justice.

Entman’s framing theory provided a useful lens for dissecting how mass media constructs generational narratives. However, the inclusion of voices from Gen Z offered a necessary counterbalance to these dominant frames. Many participants contested the “snowflake” label, framing their sensitivity not as fragility but as a strength.

While the study focused primarily on mainstream Vietnamese news outlets, the findings open the door to broader investigations. Future research should further explore how youth actively engage in meaning - making through social media and other participatory platforms, where they resist, remix, or reclaim imposed identities.

In sum, this research underscores the critical need for more inclusive, reflexive, and dialogic media practices. Recognizing Gen Z not merely as subjects of generational critique but as agents of cultural and social transformation is crucial in today’s world./.