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    New study: What makes influencers so successful among young people

    Young people follow influencers because they expect them to bring tangible benefits to their lives. On TikTok, Instagram, and other platforms, the so-called social media content creators offer inspiration, serve as role models, and provide information that allow young people have their say - and thus make a significant contribution to shaping opinions and categorising news. The traditional information media, which have lost relevance among at least some young people, can score points with adolescents on the social web, provided they take the opportunity to position themselves there as independent and trustworthy players.

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    News offerings for Generation Z: #UseTheNews playbook published by dpa, BDZV, and HAW Hamburg

    How do young people in Germany find out about news and how can contemporary news services be developed for Generation Z? With the #UseTheNews project, media organizations and media research institutes are getting to grips with changes in news usage and developing new information services specifically for the under 30s. The playbook provides valuable insights and findings on this topic. It is published by the German Press Agency dpa and the German Association of Digital Publishers and Newspaper Publishers (BDZV). Hamburg University of Applied Sciences (HAW Hamburg) is supporting the project.

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