As part of the study published in 2024, a number of trends were highlighted and summarised in the following points.
Artificial intelligence and everyday life
Artificial intelligence (AI) is rapidly becoming an integral part of the media life of the younger generation. In Switzerland, 71% of young people have already used AI tools like ChatGPT, and 34% use them at least once a week. Over 20% rely on these applications as a source of information, incorporating them into their daily research and learning activities. While this trend offers immediate and personalised access to information, it also presents risks if young users blindly trust these tools. Therefore, educating young people on how to use AI responsibly is increasingly important, teaching them to verify sources and assess the accuracy of the information they receive.Social media for entertainment and information
WhatsApp, Snapchat, Instagram, and TikTok play a central role in the digital lives of young people in Switzerland, cutting across various ages, genders, and social backgrounds. The general preference for image-based applications highlights the importance of visual and interactive content for this demographic. Additionally, these social media and messaging apps serve dual purposes: they provide both entertainment and information.However, these platforms are not neutral. The algorithms controlling these sites’ content significantly influence what information they receive and share, ultimately shaping their discussions and perspectives on the world. Therefore, it is crucial to enhance media education to empower young people to use these tools effectively and to evaluate the information they encounter critically.
Problematic aspects
Most young people interviewed do not seem to have experienced significant negative interactions with the media. However, some critical issues have emerged that require attention. Nearly a quarter of these youth reported experiencing repeated offences or insults through private messages. It is important to note that there are minimal differences in the results between those who engage in cyberbullying and those who are victims of it. These results suggest that many adolescents may find themselves in both roles. Sexual harassment increases with age and affects girls in particular. These data underline the urgency of promoting digital safety already in primary schools.There are also hidden risks in the world of gaming. Eight out of ten teenagers regularly play video games, showing a clear preference for free games like Brawl Stars. However, many games employ strategies designed to influence players’ behaviour. For instance, they may offer random rewards to encourage continued play, use virtual coins that obscure actual spending amounts, and create collective moments that motivate players to participate regularly to avoid letting their friends down. These manipulative strategies raise ethical concerns and highlight the need for parents and authorities to be vigilant to create a safer gaming environment.
