Information society: features of communication in different generations

Koshel V.A.1, Shklyar T.L.1
1 Российский экономический университет им. Г.В. Плеханова, Russia

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Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 13, Number 4 (April 2019)

Citation:

Koshel, V. A., & Shklyar, T. L. (2019). Information society: features of communication in different generations. Creative Economy, 13(4), 619-632. https://doi.org/10.18334/ce.13.4.40585

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=38211967
Cited: 19 by 07.12.2023

Abstract:
Virtual space penetrates into all aspects of our lives, changing people's perceptions, mechanisms of thinking, the specifics of the development of information and, of course, communication. Communication changes were manifested in the style, symbolism of the language, its emotional richness. The authors of this article set themselves the task to identify the communication features of different generations, manifested on the Internet. Understanding this communication specificity will allow professionals of the communication industry (marketers, brand managers, journalists, etc.) to correctly build messages and most effectively solve communication problems when addressing the target audience. This article presents the results of the authors' research and analysis of the differences in communication between each generation. According to the results of the research and the above analysis, the authors proposed specific recommendations for each segment of the target audience.

Keywords: information society, communication, cyber socialization, clip thinking, generations X, Y, Z, "digital aborigines"

JEL-classification: O31, Z13, L86, Z19

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