This study examines the connection between the values perceived as important by Generation Z and the values conveyed by the media content they consume. The research, conducted through focus groups involving 60 Italian university students aged 20-23, explores their perceptions and expectations regarding contemporary society and ethical trends. The study also investigates their preferred media platforms and the values these platforms convey, highlighting the interplay between values, favorite media, and digital literacy. Key findings include: - A substantial continuity in the values considered most important by young individuals compared to previous national surveys. - The values conveyed by media favored by young people often do not align with traditional values and express needs that new digital platforms and their creators can intercept. - The success of platforms like BeReal, which emphasizes authenticity and the sharing of genuine moments, reflects a desire for transparency and a break from the curated image often presented on other social media platforms. - Young people seek media content that reflects values such as family, respect, honesty, trust, loyalty, sincerity, and empathy, often viewing these values as essential for personal and social well-being. - The pandemic has influenced young people's perceptions of society, leading to a sense of superficiality, individualism, and a lack of depth in relationships and community. - Social media platforms like TikTok, Instagram, and WhatsApp are frequently used for communication, entertainment, and educational purposes, with TikTok being particularly popular for its entertainment value and personalization. - Influencers and digital creators play a significant role in shaping young people's values, particularly in areas such as sexuality, LGBTQ+ issues, disabilities, authenticity, and sustainability. The study underscores the importance of media consumption in shaping young individuals' values and the need for awareness and critical engagement with digital content.This study examines the connection between the values perceived as important by Generation Z and the values conveyed by the media content they consume. The research, conducted through focus groups involving 60 Italian university students aged 20-23, explores their perceptions and expectations regarding contemporary society and ethical trends. The study also investigates their preferred media platforms and the values these platforms convey, highlighting the interplay between values, favorite media, and digital literacy. Key findings include: - A substantial continuity in the values considered most important by young individuals compared to previous national surveys. - The values conveyed by media favored by young people often do not align with traditional values and express needs that new digital platforms and their creators can intercept. - The success of platforms like BeReal, which emphasizes authenticity and the sharing of genuine moments, reflects a desire for transparency and a break from the curated image often presented on other social media platforms. - Young people seek media content that reflects values such as family, respect, honesty, trust, loyalty, sincerity, and empathy, often viewing these values as essential for personal and social well-being. - The pandemic has influenced young people's perceptions of society, leading to a sense of superficiality, individualism, and a lack of depth in relationships and community. - Social media platforms like TikTok, Instagram, and WhatsApp are frequently used for communication, entertainment, and educational purposes, with TikTok being particularly popular for its entertainment value and personalization. - Influencers and digital creators play a significant role in shaping young people's values, particularly in areas such as sexuality, LGBTQ+ issues, disabilities, authenticity, and sustainability. The study underscores the importance of media consumption in shaping young individuals' values and the need for awareness and critical engagement with digital content.