The relevance of the study is associated with the transformation of media consumption of the young generation under the influence of the realities of the information society. Of particular theoretical significance is the identification of the degree of objectivity of the rationale for differentiating the young generation of media consumers into two sub-groups – Y and Z. The empirical basis was both the results of studies of youth media consumption presented by various domestic authors, as well as their own study of media consumption by Tambov schoolchildren and students. The research material is the online publications Meduza and NR, which were named as the source of news by the majority of the polled millenials and centenials. The methodological base of the work is based on a systematic approach and a comparative method. The results of this study show that the media consumption of generations Y and Z has identical characteristics: multitasking thinking, a high level of technological culture, the desire for active consumption of information, the need for individual choice of media content. However, one can state the objectivity of justifying the differentiation of the young generation of media consumers into two subgroups. Millennials are characterized by egocentricity, centennials – by tolerance; in the content of information for generation Y, an element of the game is obligatory, and for generation Z – the actual basis; millennials are self-confident, open to various streams of information, while centenials are distinguished by an ironic view of the world.

This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 Unported License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

The relevance of the research is connected with the leading directions of the development of modern journalistic science, which prioritizes studying the transformation of traditional media under the influence of the realities of the information society and modern civilization. The processes of penetration of the civilization factor into the media sphere are particularly clearly seen in the segment of magazine publications, which is connected with the globalization of the magazine market and the scale of its influence on the audience. Among the main vectors of modern magazine sactivities are the creation of cultural values and the creation of civilization values. If an intellectual magazine creates cultural values, broadcasting information at a qualitative level and focusing on a high level of audience training, the “new intellectual magazine” as an interdisciplinary publication creates the values of civilization and forms the lifestyle of the audience. The study of modern intellectual publications as translators of cultural values and values of civilization requires studying the modern intellectual magazine as a type of publication, identifying its main features, substantiating the differentiation of intellectual magazines into two subgroups – the classic intellectual magazine (for example, “Inviolable Reserve: Politics and Culture Debate”, “New Literary Review”) and a new intellectual magazine (for example, “Snob” and “Esquire”). The methodological basis of this work is based on a systems approach and a comparative typological method. In particular, the systems approach was used to identify evidence of an intellectual magazine as a type of publication. The comparative typological method was used to determine the differentiating measure of the subgroups of the intellectual magazine. The key factor in the emergence of a new intellectual magazine was the formation of a young generation of intellectuals with discrete, interactive thinking, a special value system. The magazines broadcast a model of modern civilization with its ideas and meanings, which proves the inclusion of this media phenomenon in civilizational communication processes.

Проведён анализ результатов селекционно-племенной работы в Ярославской области по данным за 2018–2019 гг. Так, на 1 января 2020 года в сельхозпредприятиях Ярославской области содержалось 95,4 тыс. голов крупного рогатого скота, в том числе 42,8 тыс. коров. В 2019 году было всего пробонитировано 36,6% скота, в том числе коров 52,5%. По результатам комплексной оценки большинство (95,3%) пробонитированных животных отнесены к классам элита-рекорд и элита, из них 95,5% коров. Валовое производство молока в регионе за анализируемый период выросло на 3,4 тыс. тонн и достигло 292,3 тыс. тонн. Надой молока на фуражную корову составил 6967 кг, в племенных хозяйствах – 8077 кг. Выход телят на 100 коров в племенных стадах остался на уровне 2018 года – 85%. Продолжительность сервис-периода составила 126 дней. Осеменение тёлок в среднем происходит в возрасте 16,4 месяцев (живая масса 431 кг). За исследуемый период продолжительность эксплуатации коров в племенных стадах составила 3,1 отёла, основными причинами выбытия коров остаются гинекологические заболевания и заболевания конечностей. Для полной реализации генетического потенциала стад Ярославской области необходимо повысить интенсивность выращивания ремонтного молодняка, проводить своевременное выявление половой охоты всеми доступными для предприятия методами (визуальный метод с использованием датчиков активности животных, окрашивание корня хвоста и т.д.) в сочетании с комфортным содержанием стада и полноценным сбалансированным кормлением. The analysis of the results of selection and breeding work in the Yaroslavl region according to the data for 2018–2019 was carried out. So, as of January 1, 2020, the agricultural enterprises of the Yaroslavl region contained 95.4 thousand heads of cattle, including 42.8 thousand cows. In 2019, a total of 36.6% of livestock were judged including 52.5% of cows. According to the results of a comprehensive assessment the majority (95.3%) of the judged animals were classified as elite-record and elite of which 95.5% were cows. Gross milk production in the region for the analysable period increased by 3.4 thousand tons and reached 292.3 thousand tons. Milk yield per forage cow was 6967 kg on bred livestock farms – 8077 kg. The yield of calves per 100 cows in breed herds remained at the level of 2018 – 85%. The duration of the service period was 126 days. Insemination of heifers occurs on average at the age of 16.4 months (live weight 431 kg). During the researched period the duration of the operation of cows in breed herds was 3.1 calving, the main reasons for the cow disposal remain gynecological diseases and diseases of the limbs. For the full realization of the genetic potential of the herds of the Yaroslavl region, it is necessary to increase the intensity of breeding replacement young animals of the cattle, to carry out timely detection of estruation by all methods available for the enterprise (visual method using animal activity sensors, coloring of the tail root, etc.) in combination with comfortable keeping of the herd and complete balanced feeding.

No abstract