LIFESTYLE VLOGS ON YOUTUBE: INVESTIGATING GEN-Z GRATIFICATIONS AND ITS IMPACT ON THEIR MENTAL WELL-BEING IN PAKISTAN
Abstract
This study explores the consumption of lifestyle vlogs on YouTube among Gen-Z audiences in Pakistan, examining the gratifications they seek and the impact of prolonged exposure on their mental well-being. Grounded in the Uses and Gratifications Theory (UGT) and Cultivation Theory, the research identifies entertainment, escapism, inspiration, and social connection as key motivations driving viewership. While these vlogs fulfill emotional and recreational needs, their idealized portrayal of luxury and perfection fosters adverse outcomes such as social comparison, FOMO (fear of missing out), financial stress, and a distorted perception of reality. The qualitative analysis, based on in-depth interviews, reveals that excessive consumption disrupts routines and perpetuates materialistic desires, particularly among impressionable audiences. This study emphasizes the need for ethical content creation, media literacy, and moderated consumption to mitigate negative effects. The findings contribute to understanding the complex relationship between digital media consumption, audience gratifications, and psychological well-being, providing guidance for content creators, educators, and policymakers.
Keywords: Lifestyle vlogs, YouTube, Gen-Z, gratifications, mental well-being, Uses and Gratifications Theory, Cultivation Theory, social comparison, FOMO, Pakistan, digital media consumption.
