One problem rapidly approaching journalists is the question surrounding the burgeoning market of Gen Z consumers: what does Gen Z as a whole want out of journalism? According to Julia Munslow, it's quite a lot. In NeimanLab's Predictions for Journalism 2022, Munslow predicts, "Gen Z will seek out a highly tailored news diet—and more—from media organizations." Having grown up surrounded by ever-evolving technology, it should come as no surprise that Gen Z knows technology through and through. Thanks to their thorough understanding of technology, Gen Z has learned how to discern the truth amidst a storm of disinformation and social media oversaturation. This, Munslow claims, is where the desire of Gen Z stems from: authenticity. According to Munslow, "Gen Z values authenticity. They crave reality after growing up among scores of Photoshopped advertisements; they believe strongly in ethical consumption and value high-quality experiences. I believe they’ll demand these things of the news industry, and that it will lead to a call for radical transparency."
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