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ABSTRACT
Digital media is now the dominant influence of peoples’ everyday lives and social behavior in the global culture of twenty-first century society. Contemporary media usage is associated with the need for affection and involvement in social and cultural communities and approval and integration into the emerging digital culture. Thus, it is possible to observe signs of such important processes as socialization and self-actualization in media practices of the youth audience in digital media culture. These needs are strongly related to cultural and social processes and have been normally achieved in an individual’s cultural and social environments. This becomes crucial for the understanding of new digital media culture (DMC). The paper provides a theoretical discussion of this emerging DMC in Russia, conceptualizes Generation Z’s needs and motives and everyday media practices. In order to do this, the study conducted interviews with Russians aged 10–19 years old from Moscow, Nizhny Novgorod and Rostov-on-Don. The authors use mathematical methods to construct a model of Generation Z’s media consumption.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes on contributors
Denis V. Dunas (PhD in Philology) is the Leading Researcher at the Faculty of Journalism, Lomonosov Moscow State University and the Associate Professor at the Russian Academy of Education. His research interests include media theory, Russian media studies, anthropology of media and media consumption of youth.
Sergey A. Vartanov (PhD in Physical and Mathematical Sciences) is the Associate Professor at Moscow School of Economics, Lomonosov Moscow State University. His research interests include game theory, microeconomic models of media markets, and applied mathematics in natural sciences.