MEDIA THREATS IN THE PERCEPTION AND EVALUATION OF YOUTH PEOPLE
The study of media content and its impact on the audience is topical for modern Russian information and communication resources. 33 media threats concerning unmanaged development of media space and 9 methods to minimize harm from the negative influence of media, including social media, on audience were identified by researchers of the Faculty of Communications, Media and Design (Higher School of Economics, Moscow, Russia). These media threats and methods of neutralizing them were tested on a group of respondents of different ages in 10 Russian cities. We hypothesized that these threats and methods of their minimization can be perceived in different ways by representatives of the media and consumers who are not professionally linked with the media. For this purpose, two groups of respondents from Chelyabinsk and Yekaterinburg were tested in 2016-2017. These groups consisted of students of journalism departments and students of specialties not related to media. The sample group consisted of 300 people – the representatives of the digital generation, the Millennials. In the course of the study, we found that media threats for future media specialists and future specialists in other fields are different, and the ways to minimize them also vary considerably.
Therefore, to ensure the productive and safe use of communication resources and to analyze their impact, it is important to study the opinion not only of information and communication specialists, but of other young citizens as well.
Keywords: young people, media-threats, Millenials.
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