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Generation Z and its place in history. The theory of generations. Generations X, Y and Z

Generation - a group of people who were born in a certain period of time and experienced the influence of the same characteristics of upbringing and events, have similar values. We do not notice all these factors that operate inconspicuously, but they determine our behavior in many ways: how we build teams and solve conflicts, communicate, develop, how and what we buy, how we set goals, what motivates us.

Sociologists identify the generation of X, Y and Z. After reading this article, you will learn which people should be attributed to one or other of them, and also what are the characteristics of each of these groups. Of course, it is only very conditionally possible to single out the generation of X, Y, Z. However, each of them has its own characteristic features, according to which they differ from each other. The theory of XYZ generations is becoming very popular today. We invite readers to get acquainted with it. Let's start with the oldest group that generates the theory of generations.

Generation X

These are people born in the period from 1965 to 1982. The term itself was suggested by Jane Daverson, a British researcher, and also by Charles Hamblett, a Hollywood reporter. It was fixed in his work by writer Douglas Copeland. The events that influenced this generation - "Desert Storm", the Afghan War, the beginning of the era of computers, the First Chechen War. Sometimes born in these years, people are already referred to the generation of Y, and sometimes to Z (although the latter was not in the project). The letter X sometimes combines the generation of Y and Z.

Features of the representatives of the generation X

People X in the US are usually called those who were born in the post- demographic explosion of the birth rate decline. In 1964, Jane Deverson conducted a study, the object of which was the British youth. It revealed that young people belonging to this generation are not religious, enter into intimate relations before the wedding, do not respect parents, do not like the queen, after marriage they do not change their surname. Womans Own magazine refused to publish the results. Then Deverson went to Hollywood in order to publish a book with Charles Hamlett. He came up with the name "Generation X". Douglas Copeland, a Canadian writer, appreciated this impressive title. In his book, he secured it. Copeland's work focuses on the anxieties and fears of people who were born between 1960 and 1965.

Generation Y

To this generation can be attributed different people, if you rely on different sources. Some argue that this is all born since the early 1980s. Others believe that the border should be conducted from 1983 to the late 1990s. And some also capture the early 2000's. Another option (perhaps the most convincing) is from 1983 to the late 1990s.

It should be noted that for this reason 2 people who were born with a difference of only 1-3 years can be referred to different generations. More similar to the truth is that two even born in one day can belong to different generations. It depends on the cultural context, the growing environment, the technological, educational and social opportunities of these people.

Features inherent in the Y generation

The term "generation Y" was proposed by a magazine called Advertising Age. The formation of the worldview of its representatives is believed to have been influenced by the disintegration of the USSR, perestroika, terrorism, dashing 90s, wars (in Chechnya, Iraq, etc.), the international financial crisis, unemployment and rising cost of housing, pop culture, television, video hosting And torrent trackers, the development of the Internet and mobile communications, social networks, computer technologies, video games, meme and flash mob culture, the evolution of devices, online communication, etc.

The main thing that this generation can describe is its involvement in digital technologies, as well as the philosophical paradigm of the millennium (the new millennium). Moreover, it is characterized by a new round of division into conservative and liberal views. Perhaps most importantly, the desire to delay the transition of its representatives to adulthood, which in fact is a concept of eternal youth (not devoid of depressive interludes).

Today in sociology the question of what should be considered an adulthood is acute. Larry Nelson suggested that representatives of the generation Y because of the negative example of their predecessors are in no hurry to assume the obligations of adult life. This, on the one hand, is true and logical. However, on the other hand, it does not take into account the fact that Y people already have other brains. Evgenia Shamis suggested that generation Y does not and can not have heroes, but there are idols, and later representatives of this generation will become heroes for new ones. Also, people related to Y, in a special way refer to the corporate culture. They expect benefits and results from work, prefer a flexible schedule, seek work conditions to adjust to their lives, etc. They realized that life is diverse and beautiful, and the hierarchy is a convention.

Generation Z

Until recently, Y people were also referred to the generation who were born before the early 2000s. And only now, after a series of studies, many university journalists and professors, realizing the inconsistency of the "tree of generations," began to understand that it is incorrect to unite today's twenty- and thirty-year-olds into one group, as there are significant differences between them.

Generation Z - people who were born in the early 1990s and in the 2000s. It is believed that their social and philosophical worldview was influenced by the global economic crisis, the development of mobile technologies, Web 2.0. Representatives of it are considered to be children of generation X, and sometimes Y.

The fundamental property of the new generation

The principle property of the new generation lies in the fact that he has high technologies in his blood. With them, it is drawn on a very different level than even the representatives of Y. This generation was born in the era of postmodernism and globalization. It has accumulated features of predecessors close in time, as well as traits that we already feel, but are not yet able to formulate precisely. It will be easier for us to do this in 10 to 20 years. However, the "building material" is the denial of hierarchy, arrogance, narcissism and selfishness.

Possible scenarios for the Z generation

It is still not easy to look beyond the horizon in order to understand why these qualities need human evolution. It is likely that they will begin to serve something that is not fully understood even by today's thirty-year-olds. It is possible to make now only timid assumptions that, having had illnesses, this generation accused of narcissism and selfishness will take steps towards a balanced life style of the future. It is typical for him to work for the public benefit and creative pleasure, the creation of a family of personal feelings, and not because it is considered indecent in society to be alone, the decision to have a child not in order to avoid loneliness in old age, but to pass on life values to him. For the Z generation, negative scenarios are also possible.

Much can only be clarified by time. After all, the eldest representatives of this generation were barely 18 years old. However, they are already notorious. Marketing companies and the media announced that this generation is "screen-independent", and their concentration of attention is very poor. The salvation of the world and the need to correct the mistakes of the past are also imposed on their shoulders.

Note that the theory of generations often does not have sufficient scientific accuracy, and research in this area is a complicated process. This applies to the latest scientific articles. Many recent studies, the theme of which is the theory of generations, are full of stereotypes and prejudices. Representatives of generation Z do not deserve such an unfair treatment. Already, this group is about a quarter of the population, and by 2020 about 40% of consumers will account for it. Therefore, it is extremely important for companies to understand this generation.

"Eight-second filters"

According to recent studies, it can be noted that the generation of Z duration of attention was reduced to 8 seconds. They can not concentrate on anything longer. However, it would be more correct to speak, rather, about "eight-second filters". Representatives of this generation grew up in a world in which the possibilities are simply limitless, but there is not enough time for everything. That is why they adapted to the need to very quickly evaluate and sift huge amounts of information. In mobile applications and the Internet, they rely on sections and tabs, where the most recent and popular content is collected.

Following the curators

Representatives of this generation follow curators. They trust them, trying to understand where the most adequate information and best entertainment are. All these tools are necessary for the generation of Z in order to reduce the potential choice from a variety of options.

However, if this group considers anything worthy of its attention, its representatives can become committed and very focused. The Internet in their era allowed any topic to study deeply and learn a lot from their like-minded people.

The radar of this generation is tuned to finding the time that is right for them. In order to win their attention and overcome these filters, one should provide experiences that bring immediate benefit and are very exciting.

Social interactions

Generation Z media is often portrayed as a group of web residents, socially inept. Older people can not understand why young people spend so much time online. However, in reality this generation is under tremendous pressure: they need to be able to manage both professional and personal brands at the same time in order to be able to fit into reality and stand out at the same time.

The impact of social media

Generation Z on a personal level aims to be immediately accepted and approved through social media. It is here that important conversations are held, their peers are. With the help of social media, they manage several individuals in order to be able to satisfy each of the audiences, as well as reduce the risk of conflict.

The "zet" generation on a professional level takes very close attention to the negative stereotypes that the generation Y pursues. Its representatives tend to stand out as a capability to survive and work hard in offline.

Generation Z is between two forces: social media is necessary for it to build personal brands, but it does not want social networks to determine who its representatives are in fact. Those who belong to the generation of Z, strive for the approval of society, but do not want to be differentiated in the sense of the profession.

Entrepreneurial spirit

Generation Z media dubbed also "entrepreneurial generation." At the same time, the desire of their representatives to build their startups is emphasized, and not to be immersed in a corporate routine. Although this generation appreciates the work for themselves, many people from the Z group tend to avoid risk. They are pragmatic and practical. The entrepreneurial spirit allegedly inherent in them is, rather, a kind of survival mechanism, rather than an idealistic pursuit of wealth or status.

If the generation of Y is often criticized for the fact that people from this group are not sufficiently focused, then Z representatives want to plan for a long time ahead. Parents belonging to X (individualists who rely on themselves), greatly influenced them. They want to avoid mistakes made by their predecessors from the Y group.

In order to get rid of their inherent anxiety, they want to find work in growing areas that are not very actively automated: medicine, education, sales, etc. At the same time, they develop spare options to apply them, if the labor market Quickly change.

The Truth in the Middle

Society tends to either criticize youth for doing something differently, or romanticize it. However, in reality, the Zorro-generation (Z) is somewhere in the middle. Its representatives are faced with problems that arise at a certain stage in life for all: parting with parents, starting a career, forming a personal identity. However, they have to do it in a fast technological era.

So, you have got to know briefly about such an interesting topic as the theory of generations. In Russia, its adaptation was carried out in 2003-2004. The team headed by Evgenia Shamis. The very same theory originated in the United States. Its authors are William Strauss and Neil Hove, American scientists. In 1991 the theory of generations of Houve-Strauss was created.

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