{"id":14272,"date":"2026-05-25T09:50:13","date_gmt":"2026-05-25T07:50:13","guid":{"rendered":"https:\/\/lfchannel.com\/?p=14272"},"modified":"2026-05-25T15:36:20","modified_gmt":"2026-05-25T13:36:20","slug":"com-sinforma-la-generacio-z","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/com-sinforma-la-generacio-z\/","title":{"rendered":"Com s\u2019informa la generaci\u00f3 Z?"},"content":{"rendered":"<p>Actualment, a ning\u00fa se li escapa que, a dia d\u2019avui, la comunicaci\u00f3 est\u00e0 profundament marcada per l\u2019\u00fas massiu de <strong>les xarxes socials<\/strong>, que s\u2019han consolidat com <strong>el principal canal informatiu per a la generaci\u00f3 Z<\/strong> (que inclou les persones nascudes entre el 1997 i el 2010), despla\u00e7ant en aquest paper <strong>els mitjans de comunicaci\u00f3 tradicionals.<\/strong><\/p>\n<p>Ja sigui de manera inconscient, en el que es coneix com a \u201cconsum incidental\u201d, o b\u00e9 buscant informaci\u00f3 de manera activa mitjan\u00e7ant el seguiment de hashtags o de p\u00e0gines de contingut informatiu en plataformes com TikTok o Instagram, els mitjans tradicionals, com els diaris o la televisi\u00f3, ja no formen part de la dieta informativa de la generaci\u00f3 Z.<strong> La comunicaci\u00f3 a trav\u00e9s de les xarxes socials defineix una nova manera d\u2019informar-se caracteritzada per ser m\u00e9s r\u00e0pida, fragmentada i constant.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/com-sinforma-la-generacio-z\/#Com_sinformen_els_joves\" >Com s\u2019informen els joves?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/com-sinforma-la-generacio-z\/#Una_informacio_mes_rapida_i_en_diversos_formats\" >Una informaci\u00f3 m\u00e9s r\u00e0pida i en diversos formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/com-sinforma-la-generacio-z\/#La_mort_de_la_televisio\" >La mort de la televisi\u00f3?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Com_sinformen_els_joves\"><\/span>Com s\u2019informen els joves?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>D\u2019una banda, apareix el factor del \u201c<strong>consum incidental<\/strong>\u201d, una expressi\u00f3 que fa refer\u00e8ncia al fet que el jove no \u201cbusca\u201d la not\u00edcia, sin\u00f3 que se la \u201ctroba\u201d mentre consumeix contingut a les xarxes socials. En aquest cas, la informaci\u00f3 arriba fragmentada i descontextualitzada, a trav\u00e9s de missatges curts i sense el filtre editorial cl\u00e0ssic del periodisme.<\/p>\n<p>D\u2019altra banda, a l\u2019hora d\u2019aprofundir en un contingut informatiu, existeixen diverses vies a trav\u00e9s de les quals es pot accedir a un coneixement m\u00e9s detallat, des de l\u2019elecci\u00f3 de la xarxa social fins a la manera com es fa, com ara mitjan\u00e7ant l\u2019\u00fas de hashtags.<strong> Les xarxes socials presenten la informaci\u00f3 en formats molt diversos: podcasts, v\u00eddeos a YouTube, missatges publicats pels creadors de contingut, p\u00e0gines dedicades a temes espec\u00edfics.<\/strong>.. La generaci\u00f3 Z tria el format que m\u00e9s li conv\u00e9 segons els seus gustos o el moment de consum.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Una_informacio_mes_rapida_i_en_diversos_formats\"><\/span>Una informaci\u00f3 m\u00e9s r\u00e0pida i en diversos formats<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En qualsevol cas, l\u2019entorn digital juga un paper fonamental. Per\u00f2 <strong>no nom\u00e9s han canviat les fonts d\u2019informaci\u00f3 dels joves, sin\u00f3 tamb\u00e9 qui mereix la seva confian\u00e7a<\/strong>. Ja no es tracta \u00fanicament d\u2019atorgar credibilitat al nom reconegut d\u2019un diari o d\u2019un programa de televisi\u00f3 que durant d\u00e8cades ha estat un referent informatiu, sin\u00f3 que la claredat i la sensibilitat que expressen alguns comunicadors digitals fan que els joves sentin que la seva visi\u00f3 del m\u00f3n tamb\u00e9 \u00e9s v\u00e0lida i mereix ser considerada.<\/p>\n<p>La ra\u00f3 d\u2019aquest retorn al <strong>culte a la individualitat \u00e9s clara:<\/strong> ens sentim identificats personalment amb aquests creadors, als quals percebem com a iguals, establint una <strong>connexi\u00f3 emocional<\/strong> i de proximitat que els mitjans convencionals no aconsegueixen replicar. Aquesta prefer\u00e8ncia reflecteix diverses limitacions del model tradicional dels mitjans. <strong>Els joves rebutgen la manera com sovint s\u00f3n retratats<\/strong>, moltes vegades mitjan\u00e7ant estereotips o narratives de conflicte que no coincideixen amb la seva realitat. A aix\u00f2 s\u2019hi suma la percepci\u00f3 que els continguts estan excessivament polititzats, fet que debilita la confian\u00e7a en l\u2019objectivitat dels mitjans.<\/p>\n<p>Al mateix temps, les xarxes socials s\u2019han convertit en l\u2019h\u00e0bitat natural de la generaci\u00f3 Z. All\u00e0, els influencers dominen <strong>llenguatges visuals, breus i directes que connecten de manera immediata amb la seva audi\u00e8ncia.<\/strong> L\u2019auge del contingut amateur, des d\u2019streamers fins a \u201c\u00eddols de Twitch\u201d, contrasta amb el format r\u00edgid i lineal de la televisi\u00f3 tradicional, que per a aquesta generaci\u00f3 resulta antiquat i poc flexible. En canvi, els creadors digitals ofereixen <strong>transpar\u00e8ncia, proximitat i afinitat tem\u00e0tica, adaptant-se al seu ritme i interessos.<\/strong><\/p>\n<p>Per tant, <strong>no \u00e9s casualitat que els mitjans tradicionals s\u2019hagin abocat a l\u2019entorn digital, incorporant formats i continguts propis de les xarxes<\/strong>: stories, reels i posts que resumeixen un esdeveniment hist\u00f2ric i, al mateix temps, busquen captar l\u2019atenci\u00f3 d\u2019aquest tipus d\u2019audi\u00e8ncia. Aquest canvi redefineix la comunicaci\u00f3 i el m\u00e0rqueting; en aquest sentit, les marques ja no competeixen nom\u00e9s per l\u2019atenci\u00f3, sin\u00f3 per aconseguir credibilitat en un entorn on els creadors de contingut generen m\u00e9s confian\u00e7a que molts mitjans tradicionals<\/p>\n<h2><span class=\"ez-toc-section\" id=\"La_mort_de_la_televisio\"><\/span>La mort de la televisi\u00f3?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Entreteniment, informaci\u00f3 i m\u00e0rqueting sempre han estat interconnectats; la difer\u00e8ncia ara rau en l\u2019espai on es desenvolupen<strong>. Abans, la vida familiar girava al voltant d\u2019un moble al centre de la sala d\u2019estar, el televisor era el \u201cpunt d\u2019atenci\u00f3\u201d que sincronitzava la societat.<\/strong> Tanmateix, per a la generaci\u00f3 Z, aquest ritual \u00e9s una rel\u00edquia anal\u00f2gica; el seu ecosistema ja no est\u00e0 lligat a un \u00fanic espai ni t\u00e9 horaris, i el contingut que consumeix est\u00e0 fragmentat.<\/p>\n<p>Segons l\u2019informe <a href=\"https:\/\/dossiernet.com\/articulo\/informe-the-gen-z-effect-de-dentsu-la-gen-z-esta-transformando-la-manera-en-que-interactua-con-los-medios\/38292\" target=\"_blank\" rel=\"noopener\">The Gen Z Effect: Shaping the Year of Impact<\/a> de Dentsu, <strong>el 75 % dels joves adults ja no consumeix televisi\u00f3 en directe di\u00e0riament.<\/strong> El despla\u00e7ament massiu cap a la televisi\u00f3 connectada (CTV) i l\u2019streaming ha convertit la televisi\u00f3 tradicional en un generador de mems i moments destacats que la generaci\u00f3 Z reprodueix de manera fragmentada a les xarxes.<\/p>\n<p>Com a professionals de la comunicaci\u00f3, el repte \u00e9s saber identificar moments rellevants que puguin destacar en una publicaci\u00f3 de consum r\u00e0pid, per\u00f2 que siguin prou interessants perqu\u00e8 l\u2019audi\u00e8ncia vulgui aprofundir-hi.<\/p>\n<p>En definitiva, <strong><a href=\"https:\/\/lfchannel.com\/ca\/credibilitat-i-deepfakes-per-que-els-mitjans-tradicionals-son-el-teu-escut-reputacional\/\" target=\"_blank\" rel=\"noopener\">els mitjans tradicionals no han mor<\/a>t, per\u00f2 han deixat de ser el centre de l\u2019ecosistema informatiu per a la generaci\u00f3 Z.<\/strong> Avui competeixen en un entorn on la immediatesa, la proximitat i l\u2019autenticitat pesen m\u00e9s que l\u2019autoritat hist\u00f2rica. Les xarxes socials no nom\u00e9s han canviat la manera com es consumeix la informaci\u00f3, sin\u00f3 tamb\u00e9 qui la produeix i en qui es confia. Davant d\u2019aquest escenari, el desafiament per als mitjans i les marques no \u00e9s resistir-se al canvi, sin\u00f3 adaptar-se als nous codis, entendre que existeix una audi\u00e8ncia activa, fragmentada i exigent, i aprendre a comunicar amb rellev\u00e0ncia en un espai on l\u2019atenci\u00f3 \u00e9s ef\u00edmera, per\u00f2 la connexi\u00f3 emocional ho \u00e9s tot.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Actualment, a ning\u00fa se li escapa que, a dia d\u2019avui, la comunicaci\u00f3 est\u00e0 profundament marcada per l\u2019\u00fas massiu de les xarxes socials, que s\u2019han consolidat com el principal canal informatiu per a la generaci\u00f3 Z (que inclou les persones nascudes entre el 1997 i el 2010), despla\u00e7ant en aquest paper els mitjans de comunicaci\u00f3 tradicionals. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":14266,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[47,67],"tags":[],"class_list":["post-14272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-tendencies_comunicacio"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"La generaci\u00f3 Z est\u00e0 redefinint una forma de comunicaci\u00f3 en l&#039;actualitat amb l&#039;\u00fas de les xarxes socials i els nous formats enfront de la dels mitjans tradicionals.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Clara Hern\u00e1ndez\"\/>\n\t<link rel=\"canonical\" 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