The Study of Public Relations Media Accessibility for People in Different Generations

Abstract

The study of public relations media accessibility for people in different generations was quantitative research. The data were collected from people in different generations including generation (Gen) X, Y and Z, in total of 758. The sample who is in the education sector was 631 and the rest were from other sectors. The research instrument was a questionnaire towards the behavior of access to social media for people in different generations. The collected data were analyzed by using frequency and content analysis. The results were 1) Facebook was the most access by people who are from the education field in all generations except, Gen Z that preferred Instagram. Whereas, LINE was mostly used by the sample who are from other sectors. 2) The mobile phone was the device that people from all generations and sectors preferred. 3) The purpose of using public relations media for people in education field was to update the information and news except, Gen Z, the use of media was for entertaining. Whereas, the purpose of using social media for people from other sectors was for entertaining expect Gen B, the purpose was for searching information. 4) Beside Gen B, Website was normally used for searching information. Interestingly, Gen B in other field accessed to YouTube for searching information and 5) Facebook was accessed by people who are in the education sector for up-skill and re-skill. While, people from other sectors trended to use YouTube for up-skill and re-skill except, Gen X which preferred both Website and Facebook.