Study of Generation Zs Self-Gazing Phenomenon in the Merit Society: The Case of RED Users

Abstract

The Merit Society provides a potentially plausible explanation of modern society, indicating that in the excessive pursuit of wealth and performance, collective values and labour relations have been profoundly transformed and thus the ways of operating in traditional regimented societies are less relevant. In the emerging Merit Society, where wealth is an absolute pursuit, there has been an alienation of shared values, labour relations and individual choices. To investigate the concept of self in a merit-based society and to rationalise from a communication perspective, this thesis concentrates on the phenomenon of self-gazing and attempts to examine the process and causes of self-gazing in the Merit Society, through reviewing communication theories and analysing key case studies of RED and its Generation Z users. It is ultimately found that modern internet platforms such as RED have condoned the alienation of values and self at both collective and individual levels, which could stem from the profound impact of the Merit Society and the neoliberal wave.