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The popular mass media and mass communication tools in the youth environment and their influence: cross-cultural analysis
Abstract.This article provides characteristic to the modern information society in the context of Manuel Castells’ network society, examines the popular mass media and their influence, describe the youth environment, gives definition to the concepts of “teenagers” and “youth”, does a review of the European Sociological Research JIM-Studie (Jugend, Information, (Multi-) Media), as well as conducts a comparative analysis of the Russian and European studies throughout the period of 2016-2017. The author describes the major means of influence of mass media upon the behavior of teenagers and youth, and demonstrates correlation between the social proof theory and the impact of mass media. The problem of youth infantilization in Russia and Western countries is reviewed. In the course of this research, author uses a descriptive method and cross-cultural analysis of the empirical data of studies carried out in Russia and Germany. The article reflects the main information preferences of the modern youth in the Internet, considers the primary mass communication tools that are popular among youth in Russia and Germany. The author underlines the key problems associated with the influence of mass media and mass communication tools, and demonstrates the similarities in online behavior of the young people in Russia and Germany.
Keywords: cross-cultural analysis, influence of media, adolescents, youth, popular media, mass communication, mass media, information society, socialization, infantilization
Article was received:30-05-2018
This article written in Russian. You can find full text of article in Russian here .