Generation Divide: Different Usage and Perceived Significance of Visual Communication Tools in Interpersonal Communication Channels and Social Media

Loo, Zhi Xuan (2024) Generation Divide: Different Usage and Perceived Significance of Visual Communication Tools in Interpersonal Communication Channels and Social Media. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Previous studies of visual communication tools cover the general usage pattern and purpose among the users of computer-mediated communication (CMC). Further, these studies are limited by examining the effects on generational cohorts and the Public Relations (PR) and marketing communication field. We considered the principle that different generations use visual communication tools differently to influence the PR and marketing industry. Visual communication tools including emoji, emoticons, stickers, Graphics Interchange Format (GIF) and others. This research focused on the frequency, usage pattern and perception of generational cohorts, involving Baby Boomers, Generation X, Millennials and Generation Z in employing visual communication tools, and how technology serves as the catalyst for the shaping of generation divide. Some factors of obstacles are discussed in this research that are possibly hindering meaningful intergenerational communication and involvement and the opportunities brought to the landscape of CMC such as gap spanning and cross-cultural communication. This study also assesses how generation divide in the usage of visual communication tools affect the communication strategies adopted by the PR and marketing practitioners, how these tools help the brands to humanize the messages and build connection with the audiences by understanding cross-generational habits. Social information processing theory, Maslow’s Hierarchy of needs model and relationship marketing theory are adopted to underpin the entire research. Results show that different generations unanimously agreed that the tools are useful for relationship building even though their usage pattern for VCTs on CMC vary as proven in the Pearson Correlation Test. Subsequently, digital literacy is the leading factor to generation divide that causes discrepancy in the interpretation of VCTs, while these tools enhance digital brand communication between brands and customers, later fostering brand attachment and purchase intention among the potential customers. Keywords: generation divide, computer-mediated communication, visual communication tools, emoji