A Conceptual Framework Extending Media System Dependency (MSD) Theory through Social Media Use Among Gen Z

Abstract

This study proposes a conceptual framework for extending Media System Dependency (MSD) Theory by introducing Social Media Dependency (SMD) within the context of Gen Z's digital behavior. By integrating perspectives from the social, social media, and entrepreneurial domains, the framework aims to explore the factors that contribute to SMD and its implications for constructive social engagement. A comprehensive literature review across communication studies, digital media research, and entrepreneurship theory was conducted to inform the model.

Central to this study is the proposition of an "entrepreneurial system" as a determining structure within the MSD framework. This system highlights key factors such as entrepreneurial potential, education and entrepreneurial intention that may influence Gen Z's dependency on social media platforms. These factors, while contributing to dependency, may also foster positive outcomes such as civic participation, digital literacy, and innovation, all of which are essential for promoting inclusive dialogue, social harmony, and building peace in an increasingly interconnected world.

By viewing SMD not only as a behavioral phenomenon, but also as a potentially constructive force when aligned with entrepreneurial and educational goals, this framework repositions media dependency as a catalyst for global cooperation and peace. The study is conceptual in nature, and proposed hypotheses require empirical validation. It is the first of its kind to examine Gen Z’s SMD through a tripartite lens; social, media, and entrepreneurial domains while offering valuable contributions to the evolving literatures of MSD Theory, social media dependency, generational studies, and digital peace-building.