Digital Generation 2000: Specifics of Media Consumption

Abstract

The concept and empirical characteristics of Digital Generation 2000 are discussed in the article. The analysis is focused on generation-based features of media consumption in industrialized countries. It is shown that the 2000 generation differs from the previous generations by its more active behavior in the digital environment. However, this generation is not homogeneous: while a lot of its representatives use new digital means of communication, another part is characterized by a more traditional communicative behavior. Opportunities of applying this concept to the contemporary situation in Russia are discussed.