Transformation of the values of Generation Z - residents of the digital society of sustainable development

Abstract

The transition to a society of sustainable development is possible only when the priorities and values of the active part of society are changing. From the values of individualism, the weak ties of corporatism, the extensive growth of an industrial society to the values of networked solidarity, social justice, the strong ties of the information/digital society. The transition to a new level of civilizational development not only contributed to the transformation of the economy, politics and the social sphere under the influence of digital technologies, but played a significant role in the formation of Generation Z (born in the late 20th and early 21st centuries). The article contains study material that was carried out at the Ufa State Petroleum Technological University in the summer of 2020.

Propaganda strategy in advertising communication, taking into account the specifics of generation Z and Y

“…Если для миллениалов приемлемы классические формы воздействия через систему масс-медиа [14], то центиниалы «считают себя более политически информированными и более вовлеченными в политическую повестку нежели предыдущие поколения» [4]. К тому же центиниалы настроены на восприятие информации/выбора одной из точки зрения в проекции на себя либо свое сообщество [11]. Для них важно не столько абстрактная роль данного политического процесса в глобальном мире или истории страны, как соответствие этого процесса собственным ценностям и ценностям своего сообщества [16].…”

Generation Z, values, and media: from influencers to BeReal, between visibility and authenticity

“…Numerous assumptions have been made regarding the emerging Generation Z, giving rise to the development of various enduring “myths” ( Bogacheva and Sivak, 2019 ). These myths are linked to the challenges of studying this generation during its formative years, which coincided with a profound societal transformation as we transitioned to a new phase of civilization ( Bresler, 2023 ). Research reveals distinct cultural traits of this generation, such as their interconnectedness within a network of solidarity, encompassing not only their immediate family but also extended relatives and friends with whom they maintain constant interaction.…”

“…Additionally, Generation Z views historical and cultural heritage and contemporary culture as a non-deterministic cultural landscape—a simulacrum of universal culture shaped by the values of both the emerging digital era and earlier stages of civilization development ( Bresler, 2023 ). Bresler’s research on Generation Z’s perception of cultural heritage demonstrates a positive attitude toward various styles in both classical and modern music and visual arts.…”

Nurturing Political Engagement: Political Communication Strategies for Generation Z in the Lead-up to the 2024 Election in West Java

“…This generation grew up in the rapid development of digital technology, and it is the generation that will be productive until the next decade. (Susanti & Natalia, 2018) The transition to a new level of civilizational development not only contributes to the transformation of the economic, political, and social spheres under the influence of digital technology but also plays an essential role in the formation of Generation Z (Bresler et al, 2020) Consequently, the utilization of Generation Z's potential for fostering a better future for Indonesia mandates the proactive establishment of a communication and voter education model. This model should be attuned to the distinctive attributes of Generation Z. Constitutionally, beyond formal political entities such as political parties vested with the primary responsibility of political education, the KPU, as the orchestrator of elections, assumes the pivotal role of nurturing political awareness among voters.…”