OK Boomer: New Users, Different Platforms, New Challenges in Digital Communication

What is this article about?

This editorial introduces the thematic issue “New Narratives for New Consumers: Influencers and the Millennial and Centennial Generations,” which examines how digital platforms and social media influencers are reshaping communication. According to Romero-Rodríguez, Tejedor, and Berlanga, millennials and centennials create and consume content in disruptive ways that demand new research and media literacy strategies.

Why is it important?

This article explains that platforms like TikTok, YouTube, and Instagram have transformed how content is produced, consumed, and shared—especially among younger generations. These changes require academia to address issues like media literacy, platform algorithms, identity politics, and new narrative structures.

Key Themes and Findings from the Issue

1. TikTok as a new journalistic and expressive space

• It’s used by migrant influencers, people with disabilities, and political actors.

• TikTok fosters music-driven social storytelling and self-representation.

2. Instagram and branded content

• Influencers on Instagram blur the lines between advertising and authenticity.

• Disclosure of sponsorships is often missing, especially in regions like Mexico.

3. YouTube and childhood obesity

• Food content on YouTube targeting children lacks ethical oversight, urging legal reform.

4. Identity and empowerment

• Challenges like #ThisIsMe empower marginalized groups.

• Tipsters and edutubers craft symbolic narratives that resonate with youth.

Theoretical Contributions

• The issue revisits media mediatization theory (Pérez-Tornero, 2020) and slow journalism as counterforces to the digital acceleration of content.

• It underscores the economy of attention and the need for educational frameworks to manage new media consumption.

FAQs

Q: Why is TikTok central to this issue?
A: It’s the fastest-growing platform among centennials and a hub for creative expression, identity politics, and emerging journalism.

Q: What is the editorial’s main warning?
A: That new digital narratives are evolving faster than educational systems can keep up—necessitating urgent media literacy efforts.

Q: Are influencers a positive force?
A: Not always. They can empower or mislead, depending on authenticity, transparency, and platform dynamics.

Q: What research gaps are identified?
A: The need to study nano-influencers, cross-platform behaviors, and emerging digital ethics.