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DMITRY Yu. PETRUKHINа
а“HERMES” Advertising Agency, LLC
DOI: 10.22394/2070-8378-2022-24-1-63-69
Abstract:
The article addresses sociological study on “Generation Z” through the study of foreign and domestic generational theories, comparing empirical data and identifying problematic aspects. The work considers the worldview of Generation Z representatives, their values and involvement in social, economic, and political processes, their preferences, as well as their consumer characteristics and motives for behavior. The features of Generation Z described by many authors serve as the basis for research on the characteristics of work, organization of everyday life, attitudes toward political and economic events, parenting, cognitive activities, collective identity, preservation of society’s traditional foundations, etc. The need for additional sociological research is due to the contradictory assessments of several researchers, the controversial nature of certain conclusions, and estimates of their prevalence. Interpretive conclusions do not sufficiently account for the influence of the digital environment on the results of measurement tools, and the popularity of some features in one country does not always apply in another. The author notes the presence of such an effect as “moral panic”. It results in uncertainty for renewing the institutions of socialization and their interaction. There is a need to study the processes of socialization in Russia and the formation of new digital institutions during the digitalization of public administration.
Keywords:
generation, Generation Z, “moral panic”, values, worldview, digital society, Internet
Received:
December 31, 2021
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