Framing Generational Shifts: Vietnamese Media Portrayals of Generation Z in the Workplace (2022-2024)

Ngo Thaiduong

Abstract


This study examines how Vietnamese media portrays Generation Z (Gen Z) in the workplace, utilising framing theory to analyse 747 articles published by VnExpress, a leading online news platform, between 2022 and 2024. Employing quantitative content analysis, the research investigates the prevalence and evolution of media frames related to Gen Z's work ethic, workplace interactions, and skills. The findings reveal a dynamic media landscape, with portrayals shifting over time. While initial narratives presented a mixed image, emphasising both positive attributes, such as digital fluency and negative stereotypes like laziness, later portrayals increasingly focused on Gen Z's leadership potential and desire for work-life balance. However, the media also consistently highlighted potential intergenerational conflicts, suggesting a complex and potentially contradictory narrative. The study also identifies a significant emphasis on Gen Z's technological savviness, which potentially overshadows their other valuable skills. This focus reflects broader media trends but risks reinforcing a limited view of Gen Z's capabilities. The findings offer valuable insights for stakeholders across Asian countries grappling with similar generational shifts in their workforces. While the specific cultural context of Vietnam informs the analysis, the observed trends regarding media portrayals of Gen Z's work ethic, intergenerational dynamics, and skillsets resonate with broader discussions surrounding the integration of this generation into workplaces across Asia. This understanding is crucial for supporting Gen Z's successful integration and maximising their contributions to the diverse economies of Asia.

 

Keywords: Generation Z, media framing, workplace, Vietnam, intergenerational relations.

 

https://doi.org/10.17576/JKMJC-2026-4201-11


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