Generation Z Digital Activism on Instagram as Participatory Culture: A Qualitative Content Analysis of @Genzforchange

Abstract

The rapid growth of social media has transformed patterns of civic engagement among Generation Z, positioning digital platforms as key spaces for contemporary activism. This study examines Generation Z digital activism on Instagram as a form of participatory culture, using the youth-driven account @genzforchange as a case study. Employing a qualitative research design with qualitative content analysis, the study analyzes visual posts, captions, audience interactions, and profile architecture to identify how participatory practices are constructed and sustained. The analysis is guided by the participatory culture framework, focusing on four interconnected dimensions: expressive participation, audience engagement, symbolic collaboration, and content circulation. The findings indicate that activism on Instagram is embedded in everyday digital expression rather than organized as formal political mobilization. Activist messages are communicated through visually accessible and emotionally resonant content that lowers barriers to participation. Audience engagement functions as a process of collective meaning-making through dialogic and affective interaction in comment spaces. Collaboration is enacted symbolically through networked alignment with shared issues rather than hierarchical coordination, while digital media optimization enables users to act as voluntary distributors of activist content. Overall, the study demonstrates that Instagram functions as a participatory civic space for Generation Z, where cultural practices and civic engagement intersect. These findings contribute to digital activism and communication studies by highlighting the cultural and participatory dimensions of youth activism in platform-based environments.