The Internet in Everyday Media Consumption of Russian Digital Generation

For citation: Vyugina D.M. (2018) Internet v ezhednevnom mediapotreblenii tsifrovogo pokoleniya Rossii [The Internet in Everyday Media Consumption of Russian Digital Generation]. Mediaskop3. (in Russian). Available at: http://www.mediascope.ru/2475

DOI: 10.30547/mediascope.3.2018.11

© Darya M. Vyugina

Lecturer at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), danya_vyugina@mail.ru

Abstract

Nowadays the Internet is an integral part of everyday life. Network access gives a chance to use various platforms, information sources, services and programs. The issue is getting increasingly topical for the media researchers: what media practices become most popular among the digital generation?

This article presents the results of study focused on digital media consumption: the author analyzed, which activities are the most common among young audience, what purposes does the digital audience use social media for and how popular messengers are.

For generation Z the global network means an instant communication and file transfer on various platforms; data search and consumption of all types of content in a nonlinear mode: when and how they need it; production and publication of its own content.

One of the most important reasons to permanently stay online is the social media, especially the VKontakte service, whose popularity is based on Russian roots. This is an extensive base of contacts and information sources that allows to participate in a wide range of groups and create new communities; young people appreciate the possibility to get local and global news, and also to find various data not available in the search engines.

Messengers have become a new popular type of communication services, which can compete with social media. However, its functionality has increased in the process of active use, and now the digital generation uses it not only as messaging chats, but also as a convenient channel for sending and receiving files, as well as, for receiving global and local news or specialized information with immediate notification.

Keywords: digital media consumption, digital generation, generation Z, social media, messenger applications.

Notes

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Digital Media Trends Survey. Deloitte, 2018, March 19. Available at: https://www2.deloitte.com/insights/us/en/industry/technology/digital-media-trends-consumption-habits-survey.html

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