The Influence of “Generation Z” on the Functioning of the Media Institute: Prognostic Model

Abstract

The article proposes a scientific and applied substantiation of modern media consumption trends. Using the method of secondary data analysis, the authors build a predictive model of the functioning of the media institute under the influence of media preferences and media guides of the generation Z – young audience (15-20 years). New types of media production are explicated: content producers and content distributors. Emphasis is placed on enhancing the personalization of content, that specifically addresses the interests and needs of narrow audience segments. It is determined that the ‟brave new world” of media will require completely different professional qualities from journalists, who will have to gain not only applied (based on creativity), but also technical skills in order to remain competitive in the modern technological paradigm.