Mapping Global Youth and Religion. Big Data As Lens to Envision a Sustainable Development Future
Keywords:big data, religion, youth, social media, sustainable development goals
AbstractHaving fun and buying goods. For the young people of the world between 18 and 25, these are their main concerns on social media, as demonstrated by this study, which aims to identify the interests of global youth and also to unveil religion’s place in this generation (Lim and Parker, 2020; Tilleczek and Campbell, 2019). The role of values and education among them (Zamora-Polo et al., 2020), and the influencers and social leaders they follow are also included among the results of this research, which also plans to discern their potential alignment with the challenges of the Sustainable Development Goals. For this purpose, more than 540 million Facebook and Instagram profiles have been analyzed using social listening (Couldry, 2006) through a Big Data based methodology. The results are new values (Kimball, 2019) and new ways to envisage religion, and depict an evolving landscape with change, culture and consumption pointing the way. Keywords: big data, religion, youth, social media, sustainable development goals.
Abdullah, Azlina; Ismail, Mohd M., and Albani, Aminah (2018). “At-Risk Generation Z: Values, Talents and Challenges”. International Journal of Asian Social Science, 8(7), pp. 373-378.
Allagui, Ilhem and Breslow, Harris (2016). “Social Media for Public Relations: Lessons from Four Effective Cases”. Public Relations Review, 42(1), pp. 20-30.
Alperstein, Neil (2005). “Living in an Age of Distraction: Multitasking and Simultaneous Media Use and the Implications for Advertisers”. SSRN 1473864 Electronic Journal. Available at: <https://ssrn.com/abstract=1473864>.
Atkins, Kasahra; Zeeuw, Sophia de and Baker, Samantha (2018). ‘‘Examining Social Media Panel: The Role of Influencers in the Digital Era’’. Presented at 13th Annual Thompson Rivers University Undergraduate Research and Innovation Conference.
Ballestar, María T.; Cuerdo-Mir, Miguel, and Freire-Rubio, María T. (2020). “The Concept of Sustainability on Social Media: A Social Listening Approach”. Sustainability, 12(5), pp. 2122.
Barna (2018). “Atheism Doubles Among Generation Z”. Retrieved from: <https://www.barna.com/research/atheism-doubles-amonggeneration-z/>.
Baster, Dominic; Beresford, Shirley, and Jones, Brian (2019). ‘‘The ‘Brand’ of the Catholic Church in England and Wales: Challenges and Opportunities for Communications’’. Journal of Public Affairs 19(1).
Campbell, Heidi (2018). Religion and the Internet: Critical Concepts in Religious Studies. Research Methods and Theories in Digital Religion Studies. London: Routledge.
Casaló, Luis V.; Flavián, Carlos, and Ibáñez-Sánchez, Sergio (2018). ‘‘Influencers on Instagram: Antecedents and Consequences
of Opinion Leadership’’. Journal of Business Research. Retrieved from: <https://doi.org/10.1016/j.jbusres.2018.07.005>.
Cebrián, Gisela; Junyent, Mercè, and Mulà, Ingrid (2020). “Competencies in Education for Sustainable Development: Emerging
Teaching and Research Developments”. Sustainability, 12(2), pp. 579.
Citi Foundation (2017). Pathways to Progress. Global Youth Survey 2017: Economic Prospects & Expectations. New York: Citi Foundation.
Coll, Patricia and Micó-Sanz, Josep-Lluís (2018). Marketing y comunicación en la nueva economía. Barcelona: Editorial UOC.
Couldry, Nick (2006). Listening Beyond the
Echoes: Media, Ethics and Agency in an Uncertain World. Boulder: Paradigm.
Cukier, Kenneth and Mayer-Schonberger, Viktor (2013). Big Data: A Revolution That Will Transform How We Live, Work and Think. London: John Murray.
Dunlop, Sarah (2018). ‘‘Being Catholic in the Contemporary Philippines: Young People Reinterpreting Religion’’. Social Sciences and Missions, 31(1-2), pp. 211-212.
Elliott, Jane (2005). Listening to People’s Stories: The Use of Narrative in Qualitative Interviews. London: Sage.
Ferguson, Rick (2008). “Word of Mouth and Viral Marketing: Taking the Temperature of the Hottest Trends in Marketing”. Journal of Consumer Marketing, 25(3), pp. 179-182.
Freberg, Karen; Graham, Kristin; McGaughey, Karen, and Freberg, Laura A. (2011). “Who Are the Social Media Influencers? A Study of Public Perceptions of Personality”. Public Relations Review, 37(1), pp. 90-92.
Fromm, Jeff and Read, Angie (2018). Marketing to Gen Z: The Rules for Reaching This Vast —and Very Different— Generation of Influencers. New York: Amacom.
Gupta, Meghna (2019). “Are Social Media Influencers the New Celebrity? Youtubers and Their Impact on Adolescent Risk Perception”. PhD diss., Claremont University.
Helland, Christopher (2000). “Online-Religion/Religion-Online and Virtual Communitas”. In: Schofield Clark, L.; Hadden, J., and Cowan, D. (coord.) Religion on the Internet: Research Prospects and Promises. Bradford: Emerald.
Hjarvard, Stig (2011). “The Mediatisation of Religion: Theorising Religion, Media and Social Change”. Journal Culture and Religion. An Interdisciplinary Journal, 12, pp. 119-135.
Hoover, Stewart M. and Lundby, Knut (1997). Rethinking Media, Religion and Culture. Thousand Oaks, CA: Sage.
International Youth Foundation (2017). Global Youth Wellbeing Index. Baltimore: International Youth Foundation.
Jerslev, Anne (2016). “In the Time of Microcelebrity: Celebrification and the YouTuber Zoella”. International Journal of Communication, 10, pp. 5233-5251.
Kaplan, Aandreas and Haenlein, Michael (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”. Business Horizons, 53(1), pp. 59-68.
Kennedy, Ümit (2016). “Exploring YouTube As a Transformative Tool in the ‘The Power of MAKEUP!’ Movement”. M/C Journal, 19(4).
Kimball, Gayle (2019). How Global Youth Values Will Change Our Future. Cambridge: Cambridge Scholars Publishing.
Kozinets, Robert V. (2015). “Netnography”. The International Encyclopedia of Digital Communication and Society, pp. 1-8.
Lim, Paul and Parker, Andrew (2020). Mentoring Millennials in an Asian Context. Bingley: Emerald.
Lövheim, Mia and Linderman, Alf G. (2005). “Constructing Religious Identity on the Internet”. Religion and Cyberspace. London:
Martinovic, Dragana; Freiman, Viktor; Lekule, Chrispina S., and Yang, Yuki (2019). “The Roles of Digital Literacy in Social Life of Youth”. Advanced Methodologies and Technologies in Library Science, Information Management, and Scholarly Inquiry, pp. 103-117.
Mihelich, Max (2013). “Another Generation Rises”. Workforce Management, 92(5), pp. 34-38.
National Research Council of the National Academies (2003). Attitudes, Aptitudes, and Aspirations of American Youth. Danvers, MA: National Academies Press.
Parks, Malcolm (2014). “Big Data in Communication Research: Its Contents and Discontents”. Journal of Communication, 64(2),
Pedersen, Isabel and Aspevig, Kristen (2018). “Being Jacob: Young Children, Automedial Subjectivity, and Child Social Media
Influencers”. M/C Journal, 21(2).
Pew Research (2013). “The Global Catholic Population”. Retrieved from: <https://www.pewforum.org/2013/02/13/the-globalcatholic-population/>.
Rinallo, Diego and Oliver, Mathieu A. (2019). “The Marketing and Consumption of Spirituality and Religion”. Journal of Management, Spirituality & Religion, 16(1), pp. 1-5.
Schawbel, Dan (2014). “Gen Y and Gen Z Global Workplace Expectations Study”. Millennial Branding News Release, September, 12.
Seemiller, Corey and Grace, Meghan (2018). Generation Z. A Century in the Making. London: Routledge.
Simons, Herbert W. (1976). Persuasion: Understanding, Practice, and Analysis. New York: Random House.
Singh, Amarendra P. and Dangmei, Jianguanglung (2016). “Understanding the Generation Z, the Future Workforce”. South-Asian Journal of Multidisciplinary Studies, 3(3), pp. 1-5.
Smith, Sidonie and Watson, Julia (2018). In: McClennen, Sophia A. and Schultheis Moore, Alexandra (coord.). The Routledge Companion to Literature and Human Rights. London: Routledge.
Statista (2018). Number of Facebook Users Worldwide 2008-2019. Retrieved from: <https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-usersworldwide/>
Sumiala, Johanna; Lundby, Knut, and Salokangas, Raimo (2006). Implications of the Sacred in (Post) Modern Media. Goteborg: Nordicom.
Surapaneni, Chandana (2019). “The ‘I’ of the Front Camera: Where Everybody Is An Auteur”. Navajyoti, International Journal of Multi-Disciplinary Research, 3(2), pp. 1-7.
Thomas, David R. (2006). “A General Inductive Approach for Analyzing Qualitative Evaluation Data”. American Journal of Evaluation, 27(2), pp. 237-246.
Thulin, Eva and Vilhelmson, Bertil (2019). “More at Home, More Alone? Youth, Digital Media and the Everyday Use of Time and Space”. Geoforum, 100, pp. 41-50.
Tilleczek, Kate and Campbell, Valerie (2019). Youth in the Digital Age: Paradox Promise, Predicament. New York: Routledge.
United Nations (2017). UN and SDGs: A Handbook for Youth. New York: United Nations.
—. (2018). World Youth Report. New York: United Nations Department of Economic and Social Affairs.
United States Census Bureau (2020). US and World Population Clock. Retrieved from: <https://www.census.gov/popclock/>.
Usher, Bethany (2018). “Rethinking Microcelebrity: Key Points in Practice, Performance and Purpose”. Celebrity Studies. Retrieved from: <https://doi.org/10.1080/19392397.2018.1536558>.
Vázquez, Andrea and Micó-Sanz, Josep-Lluís (2016). 100 influencers a los que seguir. Barcelona: Mínima.
We Are Social (2019). Global Digital Report. New York: We Are Social.
Wolton, Dominique (2000). Internet ¿y después? Barcelona: Gedisa.
Wrenn, Bruce (2010). “Religious Marketing Is Different”. Services Marketing Quarterly, 32(1), pp. 44-59.
Zamora-Polo, Francisco; Sánchez-Martín, Jesús; Corrales-Serrano, Mario, and Espejo-Antúnez, Luis (2020). “What Do University Students Know about Sustainable Development Goals? A Realistic Approach to the Reception of this UN Program Amongst the Youth Population”. Sustainability, 11(13), pp. 3533.
Copyright (c) 2020 Tripodos
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Once an article has been approved for publication in Tripodos, the exclusive right to publish the work becomes the property of Blanquerna School of Communication and International Relations of Ramon Llull University. These rights can be granted to a third party with the agreement of the author(s).
Until the articles have been approved for publication, Blanquerna School of Communication and International Relations of Ramon Llull University has no rights over them.
The submission of articles is understood to represent explicit consent to these conditions of publication.