Communication institutionnelle de l’UCLouvain envers la génération Z : les caractéristiques de cette cohorte conduisent-elles à des difficultés de communication ?
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- A new generation swarms into our campuses and brings with it its share of new challenges: Generation Z. At ease with technologies and social networks, this new cohort may have specific communication needs. Since I joined the UCLouvain staff in 2015, I have seen that certain obstacles prevent UCLouvain from reaching all of its students. Our society has changed and the University must pay special attention to the current needs and practices that should be taken into consideration if it wants to reach all of its stakeholders. In such a context, this dissertation attempts to launch reflection and answer three research questions: “What are the difficulties encountered by Generation Z when faced with UCLouvain’s communication? “Can the characteristics of Generation explain these difficulties Z? “Could these difficulties encountered by Generation Z affect the perceived image of UCLouvain? First, this work develops the theoretical part related to Generation Z, universities, and institutional communication. In a second step, the practical part serves to expose our quantitative approach based on the analysis of a questionnaire distributed on a well-known social network, Facebook. Finally, the last chapter presents our brief conclusion, revealing that there is no panacea. Yet, communication practices could be adapted, or even put in place, to meet everyone’s expectations: healthy, accessible, allowing members of the university community to flourish within our institution: UCLouvain!
Citations
Renson, A. (2022). Communication institutionnelle de l’UCLouvain envers la génération Z : les caractéristiques de cette cohorte conduisent-elles à des difficultés de communication ? https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/29572