The Impact of Disinformation on Generation Z in Lithuania: A New Study Aims to Fill a Significant Gap in Scientific Data
As information flows intensify in the digital space and the role of artificial intelligence in content creation continues to grow, the issue of disinformation is becoming increasingly relevant at both academic and societal levels. A study conducted by Kaunas University of Applied Sciences student Austėja Gėgžnaitė, titled “The Impact of Disinformation in the Digital Space on Representatives of Generation Z,” seeks to systematically assess the scope of this phenomenon and propose data-driven directions for strengthening resilience.
The study focuses on Generation Z as a distinct group of information consumers whose daily activities are inseparable from the digital environment. According to the author, the key issue today is not merely the spread of disinformation, but its qualitative transformation.
“Disinformation is becoming increasingly difficult to identify, as sources and formats of information are constantly evolving. Generation Z is exposed to an immense volume of information created not only by humans but also by artificial intelligence. This complicates the ability to distinguish reliable information from misleading content,” says A. Gėgžnaitė.
The study incorporates antecedents that may encourage intentions to share disinformation, sharing behavior, and the dimension of resilience. According to the author, critical thinking—based on previous studies—is a factor that may determine whether individuals choose to share disinformation.
The main research question is oriented toward practical application: how to develop effective resilience mechanisms for Generation Z based on an assessment of the impact of disinformation. The findings are expected to provide recommendations for strengthening media literacy and enhancing informational resilience.
The research supervisor, Dr. Ligita Zailskaitė-Jakštė, emphasizes the strategic importance of the topic, particularly in light of the current geopolitical context.
“Empirical studies show that Generation Z is among the groups most susceptible to disinformation. A large volume of misleading information continuously circulates in the digital space, and its impact—especially under conditions of geopolitical tension—can be significant,” she notes.
According to the supervisor, while the impact of disinformation is actively studied at the international level, regional differences remain insufficiently explored. For example, in international studies such as the Misinformation Susceptibility Test (MIST) developed by researchers at the University of Cambridge, Eastern European countries, including Lithuania, are not adequately represented.
“Lithuania’s geopolitical and historical experience is unique, making it important to empirically assess how Generation Z’s relationship with disinformation is shaped in this context,” emphasizes L. Zailskaitė-Jakštė.
During the implementation of the study, methodological aspects related to the characteristics of the target group also emerged. In the quantitative survey, it was observed that some respondents did not complete the questionnaires, reflecting the dynamics of Generation Z’s information consumption and tendencies toward shorter attention spans. Nevertheless, the quantitative method is considered appropriate for objectively assessing the impact of disinformation.
This study contributes to the development of methodologically grounded research on disinformation in Lithuania and aims to fill an existing empirical gap related to the vulnerability of Generation Z in the digital information environment.
The study is part of the Research Council of Lithuania (RCL) program “Student Research During Semesters.” The final results will be presented at the program’s closing conference in May.