CC BY
38
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Рабогошвили А.А. Rabogoshvili A.A.
кандидат исторических наук, доцент кафедры «Международные отношения, история и востоковедение», ФГБОУВО «Уфимский государственный нефтяной технический университет», г. Уфа, Российская Федерация
Бреслер М.Г. Bresler M.G.
кандидат философских наук, доцент кафедры «Международные отношения, история и востоковедение», ФГБОУ ВО «Уфимский государственный нефтяной технический университет», г. Уфа, Российская Федерация
Галиуллина С.Д.
Galiullina S.D.
доктор исторических наук,
профессор, заведующий кафедрой «Международные отношения, история и востоковедение», ФГБОУ ВО «Уфимский
государственный нефтяной технический университет», г. Уфа, Российская Федерация
УДК 316.364.3(470+510+73)=111
Герасимова Д.И. Gerasimova D.I.
кандидат исторических наук, доцент кафедры
«Международные отношения, история и востоковедение», ФГБОУ ВО «Уфимский
государственный нефтяной технический университет», г. Уфа, Российская Федерация
Сафина Е.А. Safina E.A.
старший преподаватель кафедры «Международные отношения, история и востоковедение», ФГБОУ ВО «Уфимский
государственный нефтяной технический университет», г. Уфа, Российская Федерация
DOI: 10.17122/2541-8904-2022-3-41-99-109
GLOBAL SIMILARITIES AND GLOCAL DIFFERENCES OF GENERATION Z IN CHINA, THE US, AND RUSSIA: COMPARATIVE ANALYSIS
The objective of the research is to identify global similarities and glocal differences of the new Generation Z in the information/digital society. Despite the divergent ways of developing the three countries (the US, Russia, and China) share some common tendencies, related to their entry into a new development stage and the wide presence of digital environment in these countries. The authors
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employed the method of comparative analysis to review and discuss the research findings of the leading American and Chinese scholars as well as the data of their research on centennials carried out with the use of the information-communicative method. The research revealed that despite certain differences, centennials tend to display common behavioral traits, including pragmatism, aspiration to make use of the available resources most efficiently for their personal self-enhancement, intention to create their network community and society in general, which corresponds to the idea of a sustainable society. Another shared property is their acceptance of the digital environment as their natural habitat, ability to work with information, and the construction of network communication. The paper also outlines regional differences, formed under the specific circumstances of each country. It comes up with the general conclusion that the new generation embraces the sustainable development of the emergent information/digital society.
Key words: global society, network society, behavioral traits, digital environment, sustainable development, centennials, generational theory, generation Z, pragmatism, global factors.
СРАВНИТЕЛЬНЫЙ АНАЛИЗ ГЛОБАЛЬНЫХ СХОДСТВ И ГЛОКАЛЬНЫХ РАЗЛИЧИЙ У ПРЕДСТАВИТЕЛЕЙ ПОКОЛЕНИЯ Z В КИТАЕ, США И РОССИИ
Цель исследования - выявить глобальные сходства и глокальные различия представителей поколения Z, активно действующих в информационном/цифровом обществе. Несмотря на различные пути развития, три проанализированные страны (США, Россия и Китай) имеют некоторые общие тенденции, связанные с их вступлением в новую стадию развития общества и с распространенностью в этих странах цифровых и электронных ресурсов. Авторы использовали метод сравнительного анализа для обзора и обсуждения научных изысканий американских и китайских ученых, а также для обработки результатов собственного исследования, проведенного с использованием информационно-коммуникативного метода. Исследование показало, что, несмотря на определенные различия, центиниалам, как правило, свойственны прагматизм, стремление наиболее эффективно использовать имеющиеся ресурсы для своего личного самосовершенствования, намерение усовершенствовать свое цифровое окружение, что соответствует идее устойчивого общества. Глобальным сходством для представителей поколения Z из трех стран является принятие цифровой среды как естественной среды обитания и, исходя из этого, способность работать с информацией и строить сетевые коммуникации. В статье также описываются региональные различия, формирующиеся в конкретных условиях каждой страны. Сделан общий вывод о том, что новое поколение поддерживает устойчивое развитие формирующегося информационного/цифрового общества.
Ключевые слова: глобальное общество, сетевое общество, поведенческие черты, цифровая среда, устойчивое развитие, центиниалы, теория поколений, поколение Z, прагматизм, глобальные факторы.
Introduction
The term «Generation Z» (in this text, to designate the age cohort of generation Z, the concepts are also used - synonyms accepted in the scientific literature - Generation Z, centennials) is commonly referred to a generation of young people born from the mid-1990-s onwards that is at the turn of the XX and XXI centuries. The rise of Generation Z is underpinned by the formation of the information/digital society. For this reason, the generation is often
dubbed as the «digital» generation of «digital natives» since it was socialized and educated in the years of maximal spreading of digital technologies, social networks, and a media-rich environment. The growing impact on the part of Generation Z is because its representatives start to start their careers and become independent. Given the sheer number of Generation Z (by the UN estimates - around 32 % of the global population) [1] they tend to find themselves in research focus and receive the attention of the
scholarly community as well as marketing/ consulting agencies.
Generation Z may as well be considered as the first global generation. Despite essential glocal differences, the generation of young people from 18 to 24 years in the US, Russia, and China is socialized in a similar digital environment and global information sphere. The particular differences between them are related to the regional peculiarities of social, political, and economic processes in each of these countries. Generation Z in Russia has been in our research focus for several years and this paper aims to carry out a comparative analysis of data on Russian centennials as acquired in our previous research with the data related to the Generation Z acquired by the researchers in the US and China.
The People's Republic of China (PRC) as the most populous nation in the world possesses the biggest ratio of Generation Z to the rest of the population, while the rapid social and economic changes over the last decades in this country make it possible to speak about the formation of Chinese Generation Z with «Chinese characteristic».
By definition, all the Chinese Generation Z were born and socialized in the period of accelerated economic development of PRC and therefore failed to witness the earlier historical stages of relatively moderate development. By contrast, unlike their parents (let alone grandparents), Chinese centennials had the opportunity to make use of the social-economic policies underway in China in the last decades.
Starting from the mid-1990s when the first centennials were born, China underwent a series of transformations, caused by both domestic and international events, which in this or that way impacted the behavioral models and the mindset of the Chinese Generation Z.
Russian centennials seem to share a lot in common with their Chinese counterparts. Over the past few years, the authors of the paper have conducted qualitative research and survey on the values and priorities of Generation Z in the Russian context. The authors concluded that the institution of «ethnos» and «religion» underwent a symbolic transformation in Russian society
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[2]. «Family» is yet another social institution that transformed the information/digital society. The nuclear family model, as described by A. Toffler in his seminal book «Future Shock» [3], is being supplanted by a new aggregate entity - «family cluster» [4]. Apart from that, Russian centennials exhibit a distinct attitude toward their country's historical legacy. However, their own historical experience is not unique and there is much in common between the centennials in the three countries. From the beginning of the XXI century, the younger generation in these countries has lived in the world with boosting digital technologies. Their parents struggled through a series of financial crises, which in turn stimulated new business activities and further development of digital industries. The invention of smartphones and social networking sites has made the world a different place, enabling the global population to create and spread information products without limits.
In Table authors provide a comparative review of the historical events in the three countries from the mid-1990s that presumably were formative to Generation Z. In this table, they provide an outline of the most significant economic and political events in the period from 1995 to 2020 in China, the US, and Russia, as these events are commonly regarded as important landmarks that exerted a certain impact on the formation of Generation Z.
The review and analysis of Tab.1 make it possible to draw the following conclusions. Of key importance for the formation of Generation Z in the world are the accessibility of the Internet and social media networks. In China alone, the number of centennials using the Internet was up to 275 million people by the year 2020 [5].
Materials and methods. The objective of the research is to identify global and specifically regional peculiarities of Generation Z as a way to predict future trends of societal development in the Longue durée.
Objectives:
1. Identifying the new needs of generation Z, taking into account the glocal specifics.
2. Analyzing consumer preferences, taking into account the global specifics.
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Table. Comparative evolution of digital technologies in Russia, the US and China
Russia US China
1996. Presidential elections in Russia 1993. The first Internet browser Mosaic for Unix was introduced 1996 The first PCs start to be sold on the Chinese market
1996. The first search engine in Russia www.rambler.ru 1994 Privatization of the Internet backbone 1997. Return of Hong Kong as a special administrative unit of the PRC
1997. Yandex and Ozon entered the market 1995 First social media website Classmates.com was launched 1999 Rise of QQ - the first Chinese messaging system
1998 Financial crisis in Russia. Businesses suffered considerable losses and switched to the efficient and less expensive Internet advertisement 1995 The website Amazon.com. was launched making possible online trade for small-sized businesses and individuals 1999. Alibaba, the Chinese Internet company, was founded. Return of Makao as a special administrative unit of the PRC
2002 Federal target-oriented program «E-Russia» 1996 ICQ - the system of instant messaging was invented 2000 The first Chinese search engine Baidu
2006 First Russia social media websites Odnoklassniki and Vkontakte entered the market 2000 dot.com crisis - loss of reputation of the digital economy 2000 PRC joined the World Trade Organization (WTO)
2007 Russian company SUP purchased LiveJournal - popular online blogging platform 2004 Facebook was registered as a company. Later on, became the most popular social media network in the world 2003 The «Golden Shield» project -a system of the Internet control, put into place
2008 Global financial crisis 2007 iPhone was invented 2008 Olympic Games in Beijing were held
2008 «Sberbank Online Service» was launched 2008 Derivative crisis in the US which led to the global economic crisis 2009 Rise of the Internet microblogging service «Sina Weibo»
2010 - the number of Internet users reached 43.3 % of the total population, ranking the country second in the world. 2005 You-tube was invented 2011 Rise of the Chinese messaging system Wechat
2010 the domain name «.p$» -using the Cyrillic alphabet was introduced 2006 Twitter was invented 2013 The number of Chinese Internet users reached 500 million people
3. Identifying significant differences between representatives of generation Z.
The research drew upon a comparative method to analyze the research findings on Generation Z by scholars from the US and China. The data on Russian centennials came from the authors' research. The survey conducted by them since 2019 has been based on the use of the information-communicative method (ICM), which allowed to identify the communication structure between the actors of the actor-network interaction [6]. More detailed information about the method and its application is provided in the earlier papers [6, 7], bearing on the actor-network theory in the cluster paradigm, which
conceives of «network» as a multitude of overlapping networking communities or clusters. The research resorted to surveying as the key instrument (N= 1000), as well as a series of focus groups identifying the values, ideas, and ideals of centennials. Our respondents included students of 18-24 age. There was undergraduate students of the Ufa State Petroleum Technical University (Ufa, Russia), as well as the Bashkir State University (Ufa, Russia), the Bashkir State Pedagogical University named after M. Akmulla (Ufa, Russia), as well as colleges in Ufa. Russia and high school students in Ufa (Russia) humanitarian and technical areas of training. According to the authors, despite essential
differences across countries, members of Generation Z share a common feature - the formative years were during the rise of the information/digital society.
The paper puts forward the hypothesis of Generation Z' glocal character: in the global world, Generation Z is socialized under similar circumstances. However, in each country (region) centennials possess certain specific features related to the regional social, economic and political processes.
Results. New needs of Generation Z. As was noted earlier, the formation of Generation Z was concurrent with the accelerated rise of the Chinese economy while the life level and consumption of the Chinese people were growing apace. Presumably, the Chinese Generation Z reacted to the changes by shaping new models of consumption. As some researchers of Generation Z opine, the transformation of the consumption model is due to the following factors [8]:
1. Economic foundations: Generation Z was formed in the years of a stable economy, as a result, unlike their parents, they tend to attach more importance to the issues of self-identity and conspicuous consumption, downplaying the issues of material wellbeing and livelihood.
2. Self-identification: most of the centennials tend to put a great value on keeping up with the fashion or popular social trends.
3. Structure of consumption: according to the survey of OC&C Strategy Consultants, in 2018 more than half of Generation Z consumers spent no less than 50 thousand yuan on the purchase of exclusive commodities, which is by 32 % more compared to the preceding Gen Y [8].
4. Educational model: Generation Z representatives strive to receive a high-quality comprehensive education, which reflects their aspiration to take up a certain position in society. In contrast to their parents, commonly seeking to receive university training once in their lifetime, centennials tend to change the direction of their career and, if necessary, undergo additional training or receive extra qualifications.
5. Due to the «one-child» policy from 1995 to 2009, the birth rate in China was around 1.55, as most of the families had just one child. By
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extension, the average amount of expenses in Chinese families on their child was approximately 15 %, which is by far higher than in the Western countries [9].
Consumption preferences and Generation Z. It should be noted, that the centennials are becoming key subjects of consumption globally and, in particular, in China. Given that they are disposed to buy high-quality exclusive goods emphasizing their individuality and with their career progress will be able to do so, the present-day Generation Z might be the real drivers of the Chinese economy. According to the McKinsey [10] survey, young people under 25 years account for about 60 %o of the annual consumption expenditure growth in 2018. By 2020, centennials amounted to 40 % of the total number of consumers in China.
Even when many individuals in China still cannot afford to purchase expensive or exclusive goods, a great number of them face powerful social trends and tend to purchase goods spontaneously, rather planning the purchase.
In the opinion of Frederika Levato, a senior officer of Partner of Bain & Company, Chinese Generation Z is a new frontier of the future market of exclusive goods and already today, they are an important part of the Asian consumption market. They see themselves as the central actors in some sort of creative process and are in a constant dialogue with the brand, as well as need physical and emotional contact with the brands [11].
Because of the Chinese centennials' attachment to exclusive goods, they become the main target of marketing campaigns both for the Chinese and international businesses. As most of the centennials feel comfortable with digital technologies, businesses reach out to them through the Internet and social media. In this process one of the most efficient measures that can affect the decision-making of the young generation is the engagement of social media influencers, possessing a large and loyal group of followers. For example, the famous Italian brand Prada selected a Chinese singer Cai Xukun (Iflfé-H1) as its ambassador and representative in China [12].
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Another brand Fendi selected as its representative a member of the Chinese youth band Jackson Wang having a larger audience among the Chinese centennials. Owing to this measure the company's account on the Chinese social media, Sina Weibo has been reportedly visited more than 101 million times. Finally yet importantly, a famous Chinese hip-hop performer Chris Wu became an ambassador of Burberry and Louis Vuitton [13].
One of the key factors facilitating the success of luxury brand companies in China is the wide popularity of social networking websites among Generation Z. With the spread of online commerce, the users had a chance to make comments and thereby indirectly facilitate the popularity of the brand. According to a representative of Daxue Consulting, «the current aspiration of young people toward individuality, self-expression and authenticity mean that Chinese centennials will be more and more selective in their choices. Very soon we will deal with the strategy of recruiting a large number of common consumers as brand ambassadors which will facilitate a greater number of sales compared to the promotion of the brand by one or two famous bloggers or singers» [14].
Apart from consumption, China, as well as Russia, and the US, have a growing number of ecologically minded young people. The research on green consumption by centennials revealed that the green ecologically friendly products having a special ECO-label tend to evoke trust among centennials [15]. As for the Russian context, the majority of the survey respondents [4] noted the importance of health and other related values.
Digital environment and Generation Z. It is natural enough that the wide spreading of the Internet in China, the new generation of centennials, literally socialized in the digital environment, actively use modern digital technologies. Presumably, of special significance for them is a smartphone with an Internet connection and access to mobile apps and messengers. Online commerce in China was made possible with the rise of Chinese Internet platforms including Alipay and Taobao [16].
According to the QuestMobile report, by 2020 there were about 362 million Internet users under 25 years in China, thus the number of centennials, using the Internet, exceeded that of the millennials - members of the preceding generation. At the same time, while the overwhelming majority of them used mobile phones to access the Internet, the total duration of surfing the Internet exceeded 10 000 minutes per year, and the annual growth of time spent online was 26.6 %. The average time spent on the Internet during the day rose by 24.8 % and totaled 447.7 minutes or almost 7.5 hours [17].
According to the same report, the most active users are the young people living in the first-tier Chinese cities, as compared to the residents of the second and third-tier cities. In addition, there seems to be a marked difference between the levels of income among centennials: 25 % of them had an income of more than 10 000 yuan per month, 25.9 % earned less than 4000 yuan and more than 30 % had savings less than 60 000 yuan [17].
In the area of online commerce, Alibaba came to be the most online popular platform for making purchases among Chinese centennials. Other online platforms include Taobao (73.3 %), JD.com (28.8 %), Pinduoduo (22.4 %), Xianyu (11.7 %) and Vipshop (8.0 %). Among videohosting platforms, the most popular among the Chinese users are Mango TV and Bilibili, while TikTok and Kuaishou are the primary in terms of attracting the attention of the young generation, as the number of visits is equal to 250 sessions per month or about 1000 minutes per months [18].
As a rule, male and female youths have different preferences in choosing video content for consumption. A significant part of male youths prefers to engage in online games on such platforms as Douyu and Huya, while female youths tend to watch Korean dramas on such apps as Mango TV.
Over the last years the video platform TikTok, known in China as Douyin, left its competitors far behind and the number of downloads from the platform reached 2 billion times. As we know, its main function is the hosting and promotion of short entertaining videos. What
makes the platform so interesting to Generation Z, who constitute around 60 % of its users?
Researchers point out that one of the main peculiarities of Generation Z is their aspiration for expressing individual identity, while also displaying pragmatism, flexibility, and openness to change [19]. In this sense, it is clear how TikTok with its individualized content and flexible algorithms came to be so popular among centennials in China.
Russian centennials undergo pretty much the same impact from social influencers. Perceiving digital environment as their natural habitat, they use it for leisure, communication with their peers within the digital community as well as for the creative activities
Discussion. Differences between Generation Z in China, the US, and Russia. According to the McKinsey research that covered more than 15 thousand people representing Generation Z in nine countries (China, UK, Italy, Germany, Poland, France, Brazil, Turkey, etc.), centennials tend to be more care-free and disposed to more spending and less saving While the average number of young people saving money globally is about 85 %, in China the number proves to slightly less [10]. Probably, this difference can be accounted for by the fact that in Chinese families commonly centennials were the only children and had a chance to receive greater support from their parents or relatives. On the other hand, centennials' parents in Europe and the USA faced the adverse impact of the 2008 financial crisis and the subsequent stagnation found themselves in less favorable circumstances and could just provide insignificant support to their children.
According to the same sources, Chinese Generation Z is apt to save less money for buying housing and disposed to spend money on luxury commodities, think less about their career, and plan to be entrepreneurs.
Another basic feature of Chinese centennials making them to some extent distinct from their counterparts in the West is a strong sense of patriotism and national pride in the field of consumption. Many of them prefer to buy products labeled «made in China», overlooking similar products of international brands [20].
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According to the OC&C agency's [21], Chinese centennials tend to spend money on such consumption categories as clothing and technological products (including mobile phones and media subscriptions), which makes them even more different from their Western counterparts. The Chinese centennials feel a greater interest in diverse social issues such as human rights or environmental protection while the peers in the US tend to show interest in the issues of ethnic and cultural interaction as well as racism.
Because of social media popularity, Generation Z in China and elsewhere feel the impact of social influencers. According to the same survey, the behavior of centennials is mostly influenced by their families and friends, followed by their teachers, and then by social influencers. Finally yet importantly, researchers note the manifestation of maximalism and idealism among centennials, and many of them are sensitive to the violation of their own or other people's civil rights.
Even though the age factor plays a crucial role for the generations, even more, important for the Russian and Chinese centennials were the social and political transformation in the two countries in 1980-1990s. The authors of the research concur with the opinion of Chinese researchers [22], seeing the Chinese «postreform generation» as a generation particularly sensitive to the violation of rights and freedoms stipulated by the law. According to the research [3], as for other values of Generation Z, most of the Russian respondents provided the following replies: health (517 individuals, 59.8 %); family wellbeing (445 individuals, 51.4 %); personal freedom and independence (349 individuals, 40.3 %).
It should be noted that the older generation of Russian - Y placed «justice» to the third place, which according to the focus groups data was perceived as «fair and impartial attitude from the superiors» while the value «persona freedom and independence» was attributed by respondents to personal and group self-reliance» [3]. Network logic is typical of centennials both in Russia and in China. As Tang Fei's research suggests, «Generation Z [in China] do not strive to join a
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Picture. In your opinion, what values are most important in human life? Blue line represents the answers of Generation Z, red line - the answers of Gen Y. Answer numbers: 1. Historical memory. 2. Justice. 3. Family wellbeing. 4. Health. 5. Patriotism. 6. Safety. 7. Personal freedom and independence. 8. Loyal friends. 9. Glory and recognition. 10. True love. 11. Career and financial wellbeing. 12. Difficult to say (Own research [3])
rigid hierarchical structure, preferring teamwork in a group» [22].
In the digital environment of key importance is the issue of mutual trust, as a bulk of communication occurs virtually. Li-Yu Tseng noted an essential feature among centennials to trust the facts that they can personally verify or receive from a disengaged person [23], which makes them similar to their Russian counterparts. The authors revealed a similar attitude of Russian centennials toward the historical experience. Russian centennials put more trust in the stories of the real eyewitnesses rather than the indirect description of historical events in books [4].
Conclusions. Having carried out a comparative analysis of research undertaken by the authors in the US and China and using the data of their research, the authors came to the following conclusions.
Despite the differences between the United States, the Russian Federation and the People's Republic of China, over the last few decades the world saw the rise of similar social and political trends in the development of digital technologies, which underpinned the formation of global traits of centennials. The truly global is the digital environment considered by them as part of their habitat, even though many global Internet resources are banned in China and Russia shows
its interest in creating its «sovereign» network. Digital communications play a crucial role for Generation Z and the interaction within it is mainly of the network rather than linear character.
Of global character is also the commitment of centennials towards socially oriented, ecological ideas of sustainable development. They display a pragmatic mindset viewing these ideas as particularly efficient for the development of society in general wherein a personal development of individuals facilitates the development of the community and the society in general. Their individualism, however, is different from the individualism of older generations. Generation Z demonstrates some sort of autonomism, leaving space for personal self-enhancement, self-reliance within the confines of the cluster - a group of people tied together through shared values as well as family, friend, or professional relations. However, they can well disregard their interests for the sake of helping other members of their network community. Centennials consider creativity an integral part of their production activity and strive to resort to it whenever the opportunity presents itself. They find it important to perceive information personally. Immersed in the digital environment, they prefer direct and open access to information from the authors who are the
actual witnesses of events or are in close contact with them.
The centennials of Russia, the US, and China possess specific regional differences as well. For example, Generation Z in the US tends to stress the importance of ethnic and gender rights, inclusive involvement of minorities. By contrast, Russian centennials tend to prioritize such values as health, family, personal freedom, and independence, while their Chinese counterparts set greater store by the consumption of green and domestically produced goods.
The findings of this study can be used in further academic research in this area, creating forecasts for the formation of the society in the future 20-40 years, and have applied value in the field of adaptation of educational programs for generation Z students, planning marketing communications and promotion programs and services for Generation Z members now and shortly.
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Finance. Статья подготовлена в рамках реализации программы стратегического академического лидерства «Приоритет-2030», проект «Социогуманитарное конструирование будущего: мегаполис для поколения Z (цифровой сервис-технология «Mega-Z»)» на базе созданной в УГНТУ «Цифровой междисциплинарной лаборатории конструирования будущего» «Digital Future».
Acknowledgments. The authors are grateful to E. Nasibullina who made a huge contribution to editing the article, as well as to the director of the Institute of Eco-Spheres of Business and Creative Technologies N.Z. Solodilova and the rector of the Ufa State Petroleum Technical University O.A. Baulin for creating favorable conditions for scientific activity.
Conflict of interests. The authors declare no conflicts of interest.
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Regional development
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Региональное развитие
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