CC BY
19
YffK 8:82-92
DOI 10.24147/2413-6182.2021.8(1). 171-182
ISSN 2413-6182 eISSN 2658-4867
MEDIA SPHERE YESTERDAY AND TODAY: USING FEATURES FOR THE OLDER AND YOUNGER GENERATIONS
L.B. Temnikova1, A.V. Vandisheva2
1,2 Kuban State Technological University (Krasnodar, Russia)
Abstract: The authors of the article made an attempt to consider the problem of using media and the peculiarities of its use by the older and younger generations. The sociocultural changes formed by the introduction of digital media technologies and media communication practices into the everyday life of young people become apparent. The media sphere is what surrounds us daily. This is a set of conditions in the context of which media culture functions. Monitoring the connection of technological innovations in the sphere of communications with the features of different generations, researchers substantiate the specifics of using traditional and new media by one generation or another. The generation of two thousandths, for example, grew up surrounded by a variety of computer equipment and digital services. Immersion in digital culture forms the hallmarks of a generation in terms of shared values: they are more optimistic, focus on teamwork, success and personal achievements. The presence of tablets, smartphones and other gadgets has led to the fact that people of this generation are radically changing the model of information search, its consumption and social communication. The main media used by the population are television, the Internet and radio. In all generational groups, traditional live television takes leading positions in terms of duration of using.
Key words: media sphere, generation, digital technology, communication, information, blog, audience, personality, culture.
For citation:
Temnikova, L.B., Vandisheva, A.V. (2021), Media sphere yesterday and today: using features for the older and younger generations. Communication Studies (Russia), Vol. 8, no. 1, pp. 171-182. DOI: 10.24147/2413-6182.2021.8(1).171-182.
About the authors:
1 Temnikova, Lina Borisovna, PhD, Head of the English Language Department No. 1
2 Vandisheva, Anna Valentinovna, PhD, Head of English Language Department No. 2
© A.E. TeMHUKoea, A.B. BaHdbtweea, 2021
Corresponding authors:
12 Postal address: 2, Moscovskaya ul., Krasnodar, 350072, Russia
1 E-mail: temnikova-lina@mail.ru
2 E-mail: anna_valentino@mail.ru Received: July 29, 2020
Revised: August 26, 2020 Accepted: February 15, 2021
Introduction
In our country, A. Amzin (2016], V. Kolomiets (2010], M. Nazarov (2014), Vyugina (2015], Kaminskaya (2015], Danas (2014] are working on the issue of studying the consumption of the media environment of the older and younger generations. But, as practice shows, this research approach is not particularly popular in scientific literature and empirical research, as abroad.
The younger generation is a subject for discussion of different points of view, due to the fact that the beginning of its life and the transition to adulthood took place in the digital age, which is the main indicator for this generation. As for the older generation, it should be noted that a certain age group has to adapt to the new trends of digital technologies, having good reasons for this: the fear of losing a high-paying job, the need to keep up with the times, and have certain conveniences.
It is worth noting that today there are various terms that highlight the isolation of groups caused by the digitalization of society: digital natives and digital immigrants, who have to study computer technology from scratch in adulthood. Later, the following phrases for the digital generation appeared: "digital tribe", "digital generation" and a couple of "digital residents" and "digital visitors". As a result, the definitions formulated for this generation have a common idea associated with the isolation of this group due to the developed skills of interacting with information technologies.
Undoubtedly, we are observing socio-cultural changes created by the implementation of digital media technologies and media communication practices in the daily life of young people. The virtual sphere, firstly, offers consumers of digital media technologies certain resources of multilateral network communication, socialization, education and self-realization, personal development, provides favorable opportunities for improving the quality of life, variety of lifestyle and leisure. Secondly, the virtual sphere contains a huge number of sociocultural threats and can cause extremism, cyber threats, radicaliza-tion, and inappropriate behavior.
The media environment is the environment around us. This is a system of certain agreements in which media culture operates, the area through which the means of mass communication connect a person with the outside world,
provide information, offer entertainment, disseminate certain moral and aesthetic values, and exert an ideological, economic or organizational impact on assessments, opinions and behavior of people. In a word, it affects the socialization of the individual.
From the point of view of the theory of generations, Russia is becoming a special phenomenon for researchers. This happens for two reasons: firstly, the country was part of the Soviet Union, and secondly, it has the largest territory in the world, which stretches from west to east, which results in diversity and strong division in society. This affects any research conducted in Russia: there is not only a sharp digital inequality - as in countries with an undeveloped post-industrial economy, but also an active struggle for access to information -as in countries with the most developed information economy, which is especially important when studying the digital generation.
The digital generation of Russia seems to be the least studied part of the media audience today, since, according to the conditional chronological framework (namely, the generation - born in 2000], most of its representatives have actually reached the legal age. Nevertheless, it is this group of the population that represents people whose growing up took place in the context of the development and spread of digital technologies in the country or occurs in the context of the digitalization process as a familiar part of reality. At this stage of the research, the analysis of media consumption of that part of the audience of Russian media that represents Generation Z was carried out in order to verify the main characteristics applied to the image of this group of people and the practices of their media consumption. A research question arises: what are the features of digital generation or generation Z media consumption? And there is an assumption that digital technologies and their intuitive accessibility inherent in this generation have the main influence on the characteristics of media consumption in the studied group.
If we observe the connection of technological innovations in the field of communications with the specifics of different generations, then scientists find a definite connection between the consumption of classical and new media by certain generations. Young people born in the 2000s grew up surrounded by a variety of computer technology and digital services. Implementation into digital culture develops specific features of the generation in terms of the values it shares: they are characterized by greater optimism, aspiration for teamwork, for success and professional achievements. The presence of tablets, smart-phones and other gadgets has led to the fact that people of this generation are fundamentally changing the models of information search, consumption and social communication. Moreover, the existing innovative practices of communicative behavior cause significant transformations of media consumption in this generation in the future [Kirillova 2005: 155].
Due to the fact that the emergence of the theory of digital generation is associated with the United States, it is worth first turning to the features of the communicative behavior of the audience in this country.
Popular media used by citizens are television, internet and radio. In many groups of this generation, live television occupies the main positions in terms of duration of consumption. For the population, on average, this figure is about 149 hours per month. Time-shifted television viewing is significantly less. The Internet accounts for most of the media consumption of all generations. It can definitely be argued that the use of smartphones as a means of connecting to the network, as well as mobile applications, is now superior to the use of a computer. Thus, among the general population, people use smart-phones for 43 hours a month, while computers to access the Internet take about 30 hours. Video consumption on the Internet is already obvious, and is in many ways inferior in duration to traditional television - 10 and a half hours versus 149 hours per month.
Nevertheless, people born in the 2000s (13-34 years old] differ in many serious characteristics of media consumption both from other generations and from the general population. Young people are more likely to choose new forms and means of information consumption. First of all, this applies to the use of smartphones, game consoles, watching videos on the Internet: the duration of using these devices and services is one and a half to two times longer than that of older generations. Millennials spend 103 hours a month watching television, while the population averages 149 hours.
Does the above data contribute to the assumption that the millennial generation is in many ways different from other generations. In our opinion, there are indeed differences. But they do not have significant changes. It should be noted that the statement about significant differences in media consumption of the digital generation from representatives of other groups is quite common. This is especially evident in the media. This problem also attracted the attention of specialists in the field of marketing communications, media communications, the so-called creative industries and education. Since these areas of activity are largely global in nature, the discussions are related not only to the United States, but also to Europe, as well as emerging markets, including Russia.
In addition to the above, it is worth paying attention to the phenomenon called "Google generation". According to Yu.V. Vdovina, this includes children born after 1993 (the oldest are now 17-18 years old]. Such children stand out for their special understanding of reality. They assess themselves as smart, educated and promising young people who are involved in innovative development since childhood, but despite this, the "Google generation" superficially assimilate the information received, not paying attention to the details. Their knowledge is questionable and ambiguous. According to some experts, the Internet and multimedia technologies now occupy a leading position: e-books are replacing paper books, laptops are replacing ordinary notebooks, and if friends, acquaintances or relatives are outside our vast homeland, there is a need for video communication via Skype (communication via web cameras] [Vdovina 2011: 25].
Description of material and research methods
In our work, we consider it necessary to mention new media, such as blogs, which are less professional and sometimes amateur sources of information, play an important role in shaping the worldview of young people and their perception of the world around them. Such authors as T.Yu. Bykova, L.N. Lubozheva [Bykova, Lubozheva 2019], A.L. Kodanina, M.M. Panyusheva [Panyusheva 2010], T. Bredehoft [Bredehoft 2014], D. Craig [Craig 2007], D. McQuail [McQuail 2014], M. James [James 2008], G. Kress [Kress, Leeuwen 2006], T. van Leeuwen [Leeu-wen, Jewitt 2008] and others. They are often described as important tools for understanding the world and ourselves in it. The growing popularity of blogs is due to the fact that it is regarded as a source of more recent, truthful and reliable information, and the bloggers themselves are perceived by others, especially the younger generation, as "people's experts", since these are most often ordinary people among us. The speed of dissemination of information and the number of views are of great importance in the Internet space, therefore bloggers try to touch only hot news, attracting a larger number of readers [Shamykina 2012: 116]. The information presented by them is structured in such a way that even with a cursory reading, the reader will be interested in the proposed content.
Discussion
Some modern researchers of the media space express their views on the definition of the media environment.
So, A.M. Kuz'min believes that media is not just a system of mass media and mass communications. This is a complex category that includes various objects and subjects - a system of cultural and informational relationships, which in an information society becomes the main base of any state [Kuz'min 2011].
The space of media culture exists not only on the basis of the creation and distribution of images - this is only one side of the relationship that makes it possible - but also due to the "message-involvement" cycle: initiation as a condition and result of message consumption, and message production as a condition and result of involvement ... In other words, the interchange of "information" and "interests": on the one hand, people (audience] perceive as interesting or useful, first of all, those messages that they consider or feel to be personally relevant to them; on the other hand, the production of media products is not only oriented towards the interest of the public, but is also prompted by certain interests, primarily political and economic, of various communities, groups and individuals, especially since the middle of the 20th century, when screen art formed in people the necessity for the illusion of another reality and captured the minds of a huge audience.
Modern media culture is the intensity of the information flow (primarily audiovisual: TV, cinema, video, computer graphics, the Internet]; it is a system of complex human development of the surrounding world in its social, moral, psychological, artistic, and intellectual aspects.
The authors V.N. Lazareva and O.V. Perevozova believe that the media sphere is perhaps one of those spheres of human life that have fundamentally changed under the influence of the Internet. The concept of information exclusivity is gone. Now, any news, obtained by a journalist through titanic efforts, is replicated on many sites in ten minutes, and most readers are not at all interested in the original source. The Internet has generated an alternative to professional media - blogs and social networks. Now, to find out what happened in the world, you don't have to open a newspaper or turn on the TV - you just need to find the necessary information on certain sites of the global network [Lazareva, Perevozova 2015: 202].
In recent years it is the media environment that has been actively used by the state to convince the population of something. The media have a particular influence on young people, because this is one of the most vulnerable segments of the population. It is between the ages of 15 and 29 that the public image of the world and professional consciousness are formed.
Kiuru K.V. focuses on the fact that various sources and their recipients, individual and collective, actively coexist in the web space; corporate; with open, imaginary or hidden authorship [Kiuru 2018:715].
Today, the actors of the "parallel" public sphere have also changed: the traditional leaders of public opinion - people in the traditional sense of the word public - are being replaced by friends (subscribers of an individual on social networks], followers (in a broad sense, followers, or observers), blog-gers (who the force of their true or artificially generated popularity of a person who can form the agenda of the public web-sphere]. Not always a blogger becomes a journalist in the high and true sound and purpose of the word. The media sphere is being formed today also by the efforts of the so-called corporate bloggers, loyal to their subject and expressing optimized selective information initiated by these social subjects.
New feedback forms. In the modern media environment, the characteristics of feedback forms are also changing - due to a different speed of communication exchange. These are no longer voluminous texts, but small posts, emoji and other infographic structures, reflecting, first of all, the emotional state of the person who read (or viewed] a particular post. Emocyogenicity is the most important characteristic of the modern media environment. A demassified individual in modern web communication often becomes a "devourer" of emoji, a hunter for them, or, on the other hand, provoking feedback in the form of emotional icons. The media environment today forms a member of society that is not always active for solving problems of the common good, but a lonely person hiding behind his nickname and avatar, waiting for emotional "stroking", and even in full view of everyone.
New messages in the medical environment. The media environment is currently characterized by its messages (which can rely on traditional news-making (both in journalism and public relations] models, but also on actively
existing ones, such as storytelling, narrative. The trend for the media environment has become the use of hype content, memes and various fakes.
Hype (English Hype - deception, excitement, intrusive advertising] - in the modern media environment this concept means a sudden surge of interest in the media or on the Internet to any event or person.
Douglas Rushkoff states that: "This word (hype] was originally used in the United States in the 1920s to indicate the dose of drugs. It was an abbreviation for "hypodermic needle" ("hypodermic needle"] [Dawkins 2006: 132].
Later, hype was called aggressive, intrusive advertising, the goal of which was not to tell as much as possible about the product, but to create a vivid visualization that attracts the attention of buyers.
The main types of hype can be distinguished:
1] negative,
2] positive,
3] personal,
4] situational.
Let's consider the types of hypes mentioned above in detail.
Negative hype is based on scandals, disputes, tragedies, it has a negative connotation, the event or behavior of the person around whom the hype is happening is ambiguous, and causes great controversy.
As for the positive hype, here it is worth noting that it is created on events with a positive connotation. For example, the collaboration between "Supreme" and "Louis Vuitton" labels, the release of the new season of the Game of Thrones television series, the emergence of cryptocurrency and bitcoin.
Personal hype is divided into two subspecies: in the first case, a person uses a hype event to become famous himself. An example of such a hype can be Alexei Navalny, who gained his fame due to the election race; in the second case, the person himself does something extraordinary, strange resonating, something that did not exist before. An example of such a hype can be the film clip of Philip Kirkorov for the song "The color of the mood is blue".
A situational hype is formed around some resonant event. It can be useful - helping in promotion, and harmful in causing losses, scandalous fame. An example of a useful hype is a popular song that is familiar to everybody. Unprofitable hype can be at photographs posted on a particular one, which depict children in clothes with a negative inscription. Because of such actions, there may be scandals that lead to litigation.
The described type of information (blog] can change the thinking process of the younger generation, their actions, soften or aggravate group conflict, promote collective action, stimulate negative reactions between youth trends. Most people perceive the blog only as one of the ways to get information, considering it not the primary one. A more accurate understanding of the role of the blog in shaping the system of views of young people on the reality and social changes of young people should be adhered to. The predominant use of
blogs is due to the provision of space for intellectual discussion. Young people have the opportunity to express their opinions openly and without censorship. A young person can change his views and behaviors under the influence of reputable bloggers. However, he has a clear idea of the essence of this kind of sources and does not rely on it as the main one.
According to O.I. Goroshko, the distinctive features of any blog are:
- reverse chronological order of posting (i.e. notes];
- the ability to comment on posts by anyone who wants to;
- the presence of an archive of entries, calendar and hyperlinks to other blogs and web pages;
- search service by keyword, etc. [Goroshko 2009: 88].
It is certain that the Russian blogosphere is closely connected with the media, popular correspondents blog, discuss published materials, thereby generating topics for online discussions and becoming newsmakers for subsequent discussions. It is also important that the blogosphere is a kind of controller of media activity: if a particular point of view is incorrectly covered by traditional media (no matter whether it is intentionally or not], its author can always discuss it in his blog, pointing out the unprofessionalism of the staff of this or that media information.
Blogs are definitely included in the context of the democratization of the media and the emergence of "new media" not only because they are also interactive, but also because their very existence implies the need for everyone who has the opportunity to access the Internet to create their own means of mass communication. For countries with an undeveloped civil society and, which is interconnected, with an authoritarian political regime and non-free media, this seems to be an important reason for the possible democratization of social life in general. As I.V. Kosterina, "Russian blogs are almost absent offline liberal or opposition media, where the author and readers have the opportunity to exchange views. And in the modern situation of anomie, political instability and lack of confidence of young people in their abilities, the consistency and maturity of their own ideas, the "favorite blogger" (often a journalist or writer] turns out to be an authoritative leader influencing the formation of opinions. They turn to him not with everyday issues, but rather for help in forming a civic position" [Kosterina 2008].
Blogs distribute all kinds of information available in a large volume (about a million new entries are created on blogs every day]. Unlike the media, which transmit only mass information, they also disseminate special information, including special (corresponding to the results of professional activity] and individual-personal (including information and feelings often hidden from others, arising from personal experience]. This information is not necessarily relevant, new and aimed at a wide audience (although it may be like this: both reflect the interests of social actors, and report previously unknown facts].
As already noted, only some of the information in blogs is massive. The generality of mass media passing through blogs is commensurate with the information passing through the media, but there is a significant difference between them. The media have strict rules for presenting information and requirements for it. The level of journalistic materials must be up to the mark, media information must be reliable, comply with the approved rules (do not insult, refrain from hasty and incriminating conclusions, not be illegally borrowed from other media and others], must comply with a certain manner, be relevant and meet the requirement : one material - one topic, disclosed from several positions, for example, a description of a fact and the stories of its participants, as well as previous events, etc. (although the last rule for presenting information is not so strict and is not always implemented in practice]. The sphere of life covered by the publication (political, public, entertainment] is undoubtedly described in the registration documents of the media.
These conditions are recommendatory in the case of dissemination of information through blogs. Moreover, it takes on certain traits in blogs: it becomes mass not only because it is designed for a large audience, but because it was created by a mass audience. According to B.A. Grushin, mass information is considered, which at least at one of the stages of its production and distribution is operated by the mass [Grushin 1990: 145]. According to statistics, only 40 bloggers in Russia have more than 10,000 readers: thus, the entire volume of information is disseminated by several hundred and even thousands of independent authors.
The audience of the blogosphere is the "social elite," that is, that part of the users who own the leading technologies. She is more educated than the average Internet user and earns high income. If the statement that 77% of Internet users purposefully or accidentally read blogs is true, then in Russia about 40 million people will be readers, that is, more than a quarter of the total population. In place of the anonymous individual - the "host" of traditional media - comes the target audience of blogs.
It needs to be studied from two sides: firstly, as the entire audience of blogs, that is, about the aforementioned 40 million Russian readers. Such an audience is much larger, dispersed, anonymous, open and probabilistic (in composition and size] and heterogeneous. It fits all aspects of mass. The second criterion for studying the audience of blogs is the study of the formed groups of readers of individual diaries.
Conclusion
Based on the study of the above works, it can be concluded that the media environment of the younger and older generations is different [Temnikova, Cherkashina 2019: 510] Young people prefer to search for information in easily accessible ways, using the necessary technical devices for this, while the older generation remains unchanged, continuing to look for new things in
watching television programs of a political nature, news feeds, reading printed
versions of newspapers and magazines.
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МЕДИАСРЕДА ВЧЕРА И СЕГОДНЯ: ОСОБЕННОСТИ ИСПОЛЬЗОВАНИЯ ДЛЯ СТАРШЕГО И МОЛОДОГО ПОКОЛЕНИЙ
Л.Б. Темникова1, А.В. Вандышева2
1,2 Кубанский государственный технологический университет (Краснодар, Россия)
Аннотация: Авторы статьи предприняли попытку рассмотрения проблемы потребления медиасреды и особенности ее использования старшим и молодым поколением. Становятся очевидными социокультурные изменения, сформированные внедрением цифровых медиатехнологий и медиакоммуника-ционных практик в будничную жизнь молодых людей. Медиасреда - это то, что нас окружает повседневно. Это совокупность условий, в контексте которых функционирует медиакультура. Прослеживая связь технологических нововведений в области коммуникаций с особенностями разных поколений, исследователи обосновывают специфику использования традиционных и новых медиа теми или иными поколениями. Поколение двухтысячных, к примеру, выросло в окружении разнообразной компьютерной техники и цифровых сервисов. Погружение в цифровую культуру формирует отличительные
черты поколения с точки зрения разделяемых им ценностей: им присущ больший оптимизм, ориентация на командную работу, на успех и личные достижения. Наличие планшетов, смартфонов и прочих гаджетов привело к тому, что люди этого поколения кардинально изменяют модели поиска информации, ее потребления и социального общения. Основными СМИ, которые используются населением, являются телевидение, Интернет и радио. Во всех поколенческих группах традиционное телевидение в прямом эфире занимает ведущие позиции с точки зрения длительности потребления.
Ключевые слова: медиасреда, поколение, цифровые технологии, коммуникация, информация, блог, аудитория, личность, культура.
Для цитирования:
Темникова Л.Б., Вандышева А.В. Медиасреда вчера и сегодня: особенности использования для старшего и молодого поколений // Коммуникативные исследования. 2021. Т. 8. № 1. С. 171-182. DOI: 10.24147/2413-6182.2021.8(1). 171-182. (На англ. яз.).
Сведения об авторах:
1 Темникова Лина Борисовна, кандидат филологических наук, доцент, заведующий кафедрой иностранных языков № 1
2 Вандышева Анна Валентиновна, кандидат филологических наук, доцент, заведующий кафедрой иностранных языков № 2
Контактная информация:
12 Почтовый адрес: 350072, Россия, Краснодар, ул. Московская, 2
1 E-mail: temnikova-lina@mail.ru
2 E-mail: anna_valentino@mail.ru Дата поступления статьи: 29.07.2020 Дата рецензирования: 26.08.2020
Дата принятия в печать: 15.02.2021
