e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 28 (3) Sep. 2020 / JSSH-5841-2020


Millennials as Digital Natives: Examining the Social Media Activities of the Philippine Y-Generation

Joseph Ching Velasco

Pertanika Journal of Tropical Agricultural Science, Volume 28, Issue 3, September 2020

Keywords: Digital natives, Facebook, Filipino millennials, generation Y, Instagram, memes, social media, Twitter

Published on: 25 September 2020

There has been an increasing interest in the millennial generation and scholars have embarked on different enquiries to understand their desired career projections, work ethic, and consumption practices. Typically, millennials are individuals born from 1981 to 2000 and the said generation has also been identified as digital natives. Consumer insight organizations illumined that millennials have a predisposition toward living a public life through social media. More specifically, millennials have the proclivity to technologically document different facets of their lives and share it on digital social networks. The present enquiry, therefore, determined the themes of what millennials from Metro Manila, Philippines shared on social media. QDA-assisted thematic content analysis on 5,000 social media posts was conducted and three life areas were delineated: culture, social relations, and work. In terms of culture, the participants most frequently tended to share posts about the self, specifically self-disclosures and selfies. Likewise, popular media such as memes tended to be circulated on the feeds of Filipino millennials. In terms of social relations, family and friends were recurrently featured on their feed most notably on special occasions or holidays. In terms of work, Filipino millennials seemingly shared their contentment and dissatisfaction with their professional and educational engagements.

ISSN 1511-3701

e-ISSN 2231-8542

Article ID


Download Full Article PDF

Share this article

Recent Articles