รูปแบบการดำเนินชีวิตและความคิดเห็นต่อรายการโทรทัศน์ของเด็กเจเนอเรชั่นแซด

Abstract

This is exploratory research that employs a quantitative methodology. The objectives of this research are: 1) Study the lifestyle of Generation Z. 2) Survey the opinions of Generation Z towards television programs. 3) Study the differences between lifestyles and opinions toward television programs. Questionnaires were used as a method to collect data from 400 respondents which were senior elementary pupils studying in Bangkok. The collected data will be later analyzed to find frequencies, percentages, means, standard deviations, factor analysis and particularly the One-Way ANOVA with LSD statistics to test the hypotheses. The results found are as follows:

The lifestyles of Generation Z were segmented into seven groups:

1) Modern Kids loves playing with technology, computer games, surfing internet and entertaining activities.

2) Active Kids loves outdoor activities, playing sports and reading textbook. They have a positive attitude towards school and teachers and they love to go to school every day.

3) Sociable Kids give precedence to family and friends. They love to do activities with family and interest in healthy mind and body. They give precedence to ready to their future by develop their potentials all the time.

4) Dreamy Kids love creative and imaginary activities. They live in their own little world. They are disobedient child and they don’t have any friends and be an introverted child.

5) Smart Kids love ingenious, intelligence, imaginary and problem-solving activities. They are interested in arts and cartoons.

6) Urban Kids are ordinary children who live in the capital city. They love to watch television,

listen to the radio, go to a tutorial school and go on a trip with their family.

And 7) Curious Kids love to improve themselves with new knowledge and experiences. Their activities are difference from others children. They have a positive attitude toward television and concentrate in the importance of playing sports.

The results of opinions of Generation Z towards television programs showed that the most interesting program is game shows. The most popular host has a beautiful voice. The most popular place of production is amusement parks. The most popular use of picturesis animation. The most popular sound in television programs is upbeat music.

The lifestyle of Generation Z was significantly related with the opinions expressed towards television programs.