ECATI - Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação

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    A new approach to the y generation. Visual and narrative representations of millennials in the spanish cinema of the 21st century
    (2019) Bullón Moreno, Ana Luz; Álvares, Cláudia, orient.
    The Y generation, also known as millennials, are the next workforce who are entering the financial market and the labour world. Diverse studies have been developed to understand, tag and anticipate the consumption patterns of this generation, as well as their behaviours towards the labour world. However, not many studies contemplate their cultural background, and there is a gap regarding their frustrations, aspirations and values. Through this research, we compare the image of millennials described in these articles with the one offered by the Spanish press and diverse magazines. We have also performed an analysis of cinematographic objects of a selection of films in which they appear represented. This has helped us get a clear definition of millennials from: the academic atmosphere, the main newspapers and magazines, films whose main characters are millennials, and the documentary project The nineties made me do it, that contains the interviews of eleven Spanish millennials who were asked about all the topics brought up in articles and films. Through a thematic analysis of this material all the representations are compared and divided in topics to clarify some of the stereotypes that are attributed to this generation and to define millennials in all aspects of their life, including the psychological impacts of the world they were raised in.