Digital media preferences’ transformation of modern Russian youth in connection with new realities
The article considers features of modern Russian youth media preferences transformation against the activity’s restrictions of digital social platforms as Instagram, TikTok, etc. The authors have assumed that the “flow” of youth audience to other platforms would occur at a very rapid pace, and new p...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
| Published: |
State University of Management
2023-10-01
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| Series: | Цифровая социология |
| Subjects: | |
| Online Access: | https://digitalsociology.guu.ru/jour/article/view/263 |
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| _version_ | 1832540681235595264 |
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| author | D. V. Dolgopolov A. I. Eremeeva |
| author_facet | D. V. Dolgopolov A. I. Eremeeva |
| author_sort | D. V. Dolgopolov |
| collection | DOAJ |
| description | The article considers features of modern Russian youth media preferences transformation against the activity’s restrictions of digital social platforms as Instagram, TikTok, etc. The authors have assumed that the “flow” of youth audience to other platforms would occur at a very rapid pace, and new platforms would be mastered in the shortest possible time, i.e. adaptation would be maximally effective. It has also been hypothesized that new platforms creation would attract youth audience, which would seek to “close” their consumer preferences through the newly emerging digital platforms in Russia, replacing those that were legally restricted. To test the above hypotheses, we have surveyed young people aged 18–24, who are the main audience that, according to the hypothesis of this study, would be most affected by media environment transformation. The main hypotheses have been tested by means of several blocks of questions to which the respondents gave answers first within the framework of a standardized questionnaire and then in free form within the framework of interviewing by the researchers. As a result of the study, it has been found out that the specifics of media preferences transformation among young people is not so significant compared to general changes in society, and therefore recommendations for further research directions have been put forward. |
| format | Article |
| id | doaj-art-88da5f537fc14b5db38b9daff61bb1ab |
| institution | Kabale University |
| issn | 2658-347X 2713-1653 |
| language | Russian |
| publishDate | 2023-10-01 |
| publisher | State University of Management |
| record_format | Article |
| series | Цифровая социология |
| spelling | doaj-art-88da5f537fc14b5db38b9daff61bb1ab2025-02-04T16:32:35ZrusState University of ManagementЦифровая социология2658-347X2713-16532023-10-016341010.26425/2658-347X-2023-6-3-4-10162Digital media preferences’ transformation of modern Russian youth in connection with new realitiesD. V. Dolgopolov0A. I. Eremeeva1State University of ManagementState University of ManagementThe article considers features of modern Russian youth media preferences transformation against the activity’s restrictions of digital social platforms as Instagram, TikTok, etc. The authors have assumed that the “flow” of youth audience to other platforms would occur at a very rapid pace, and new platforms would be mastered in the shortest possible time, i.e. adaptation would be maximally effective. It has also been hypothesized that new platforms creation would attract youth audience, which would seek to “close” their consumer preferences through the newly emerging digital platforms in Russia, replacing those that were legally restricted. To test the above hypotheses, we have surveyed young people aged 18–24, who are the main audience that, according to the hypothesis of this study, would be most affected by media environment transformation. The main hypotheses have been tested by means of several blocks of questions to which the respondents gave answers first within the framework of a standardized questionnaire and then in free form within the framework of interviewing by the researchers. As a result of the study, it has been found out that the specifics of media preferences transformation among young people is not so significant compared to general changes in society, and therefore recommendations for further research directions have been put forward.https://digitalsociology.guu.ru/jour/article/view/263mediaconsumer preferencesmedia environmentsocial networkstransformation of preferencesmedia consumptionrussian youthmedia research |
| spellingShingle | D. V. Dolgopolov A. I. Eremeeva Digital media preferences’ transformation of modern Russian youth in connection with new realities Цифровая социология media consumer preferences media environment social networks transformation of preferences media consumption russian youth media research |
| title | Digital media preferences’ transformation of modern Russian youth in connection with new realities |
| title_full | Digital media preferences’ transformation of modern Russian youth in connection with new realities |
| title_fullStr | Digital media preferences’ transformation of modern Russian youth in connection with new realities |
| title_full_unstemmed | Digital media preferences’ transformation of modern Russian youth in connection with new realities |
| title_short | Digital media preferences’ transformation of modern Russian youth in connection with new realities |
| title_sort | digital media preferences transformation of modern russian youth in connection with new realities |
| topic | media consumer preferences media environment social networks transformation of preferences media consumption russian youth media research |
| url | https://digitalsociology.guu.ru/jour/article/view/263 |
| work_keys_str_mv | AT dvdolgopolov digitalmediapreferencestransformationofmodernrussianyouthinconnectionwithnewrealities AT aieremeeva digitalmediapreferencestransformationofmodernrussianyouthinconnectionwithnewrealities |