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"ANALOGUE" AND "DIGITAL" GENERATION OF MASS MEDIA AUDIENCE
Sumskaya, A.; Lozovskaya, A.
The work is devoted to understanding the intrinsic characters of the "analogue" and "digital" generation of mass media, summarizing their generational media practice in the digital age. As a result, generations with stable characteristics of "analogue" and "digital" have been revealed. Also, we found out two transitional generations, the affiliation to which is established based on the level of "information competency". Besides, echo-generation was discovered a transition between "digital" and "analogue" generations.
It is proved that differences in media communications of different generations can lead to the emergence of failures when trying to transfer collective cultural memory, which can contribute to significant social distortions. It is recognized that the transitional "echo-generation" ("generation of digital euphoria") is a link between "analogue" and "digital", capable of ensuring the continuity of communication models and meanings through the transmission of "past and future" media practices. The results of the study may be of interest not only to Russian scientists involved in the study of social media communication but also to researchers in other countries experiencing the influence of digitalization on all spheres of social life.