Samenvatting

The goal of this dissertation is to research how media can positively contribute to the perception of Dutch Baby Boomers and Generation X (BB/Gen-X) towards Millennials with visible body art (VBA). By making BB/Gen-X more positive about this phenomenon and encouraging collaborations between the two groups, this can prevent distrust, miscommunication, stigmatization and possible social unrest. Dutch society can ultimately become more open and accepting of all kinds of people who are/feel out of the ordinary. Data was gathered through a questionnaire distributed among 250 respondents of BB/Gen-X and interviews with nine BB/Gen-X’ers. Interviews with Millennials with VBA were also conducted to verify their position in society. Results of the questionnaires were analyzed through descriptive statistics and the interviews were analyzed through thematic organization. All of the data collection methods were also analyzed through media and behavioral theories in order to provide a more in-depth, scientific explanation behind certain choices. The research suggests that BB/Gen-X have a prejudicial negative opinion about Millennials with VBA. Concerns about the future job prospects of Millennials with VBA and a general unknowingness about the reasons behind their VBA makes this opinion the most notable among the participants. The media’s role is claimed to be minimal in the development of this opinion, but desk research, theoretical analyses (i.e. through the Hypodermic Needle Theory) and the interviews proved that all media have a subconscious influence on the lives of all of its consumers. And the results of the questionnaire prove that the large majority of BB/Gen-X are active media users; television, newspapers, radio and Facebook were among the most highly rated media in daily use. BB/Gen-X’ers do claim that they are more susceptible to the media if there are verifiable facts included. Ultimately, research shows that in order to positively contribute to the perception of BB/GenX, the media strategy needs to include elements that empathize with the target audience. Elements such as getting straight to the point (no marketing jargon), credible expert opinions, components that are important to the target audience such as family and traveling, humor and simplicity should all be included. The final key is to provide an explanation. BB/Gen-X have a thirst for knowledge so showing the reasons behind getting VBA will broaden their perspective and add understanding. Combining all of these elements into one media campaign is a reliable way to positively contribute to BB/Gen-X’s perception of Millennials with VBA