Badania Media
Media Agency of Generation Alpha – New Research Report
We present the analytical report “Media Agency of Generation Alpha”, prepared by Professor Agnieszka Ogonowska and Dr hab. Agnieszka Walecka-Rynduch on the basis of their monograph “Generation Alpha and Digital Media: Theory and Reality” (Jagiellonian University Press, 2026).
The publication presents findings from qualitative research involving more than 70 members of Generation Alpha, focusing on how children and young people use digital media, their independence, competencies, and ability to act consciously in digital environments. The authors critically examine the popular stereotype of “digital natives”, demonstrating that technological proficiency does not necessarily translate into critical thinking, self-regulation, or responsible decision-making.
The report explores various dimensions of media agency, including the use of media for learning, communication, and creativity, managing one’s online presence, identifying digital risks, and responding to them. Particular attention is given to the role of families, schools, peer groups, and the mechanisms of digital platforms. The publication also offers recommendations for media education, emphasizing the importance of fostering autonomy, critical reflection, and social competencies among young media users. The findings contribute to the ongoing discussion on the future of Media Education 4.0, digital well-being, and the digital habits of children and young people.