Generation Z media consumption practices in social media

Abstract

The subject of the work is the media consumption of generation Z in social media. Within the framework of the subject of the study, the author presents a brief theoretical and methodological justification, paying special attention to the aspects of research in the field of media consumption by Russian authors A.V. Sharikov, I.A. Poluekhtova, V.P. Kolomiets, M.M. Nazarova, T.E. Grinberg, and also focuses on how large companies study media consumption of the audience (Analytical Center "Video International", TNS Russia). The focus of the research object is on generation Z. The author examines the boundaries of the generation and outlines the basic values inherent in it, in particular, the value of content consumption in social media, which the author emphasizes, referring to previous research. The study used the in-depth interview method, since it is important to obtain qualitative, rather than quantitative, information to identify the media consumption practices of generation Z in social networks. As a result of the study, the following aspects of media consumption of generation Z were revealed: specific sources of consumption of entertainment, news, educational, humorous content, situations when representatives of generation Z turn to social networks on weekdays and weekends, conditions for abandoning social networks, the problem of choosing content, listing significant bloggers, the need for microinfluencers, openness of new information and boundaries the news feed. The main significant conclusion of the work is that the media consumption of generation Z transforms their usual daily practices: waking up and preparing for bed, cooking and eating, walking and exercise. We can say about the transformation of social networks from platforms for communication into platforms that informatively accompany centenials throughout the day.