scientific conference of lau
Title Television from Digital Generation’s Perspective: Concerning the Problem of Media Consumption
Author Marina A. Myasnikova
About the author
DOI 10.35853/UfH-RMP-2019-J09
Section Journalism, Advertising & Public Relations
Year Index UDK [654.197+004.738.5]-052 Pages 374–385
Abstract The paper focuses on the problem of new digital generation’s participation in the media consumption process and first of all in television watching under conditions when the contemporary television audience transforms due to the emergence of mobile digital technologies. The digital generation is the most vivid segment of the society in terms of diverse interests and active media consumption; it possesses new selection opportunities and influences the elder generation. This article aims to define the digital generation’s role in contemporary media processes; identify its current functions and current attitude to traditional media, particularly television, as well as Russian telecontent. Methods of researching the media audience also change. The main object of mediametry measurements is now the process, not the result of media consumption. In practice, however, the audience is still viewed as a homogenous mass, not a dynamic system. That is why “mass” calculations cannot be used to judge specific audience needs. It is important not simply to measure views but also to study the audience, taking into account the content and formats of media texts consumed by it within the telecommunication process. The research applies the expert survey method within homogenous groups of young people and focuses on qualitative properties of media consumption, specifically its motivation structure and audience needs. Results of three expert surveys conducted among 17–27 years old journalism students of the Ural Federal University at various times are presented. The motives of telecontent consumption are defined. The paper reveals that the new digital generation relies on the telecontent posted on various online platforms. The youth have a critical attitude towards broadcast television not only because of competition from the new media but also due to low quality of professional media products. Additionally, representatives of the young media audience participate in mass communication processes not only as consumers but also as creators of their own video content.
  • media consumption
  • mobile digital technologies
  • online platforms
  • digital generation
  • television
  • television audience
For citation Myasnikova MA. Television from Digital Generation’s Perspective: Concerning the Problem of Media Consumption. In: Zaks LA, Semitko AP, Mitsek SA, et al. (еds.) Russian Man and Power in the Context of Dramatic Changes in Today’s World: Collection of academic papers from the 21st Russian scientific-practical conference (with international participation) (Yekaterinburg, April 12–13, 2019). Yekaterinburg: Liberal Arts University – University for Humanities; 2019. p. 374–385. Available from: doi:10.35853/UfHRMP-2019-J09.
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Article language russian
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Submitted 15.07.2019
Accepted 15.10.2019