Abstract
To produce a quality media product, professionals who can generate creative ideas and have sufficient skills, abilities, knowledge, intellectual potential and are also able to creatively and effectively implement it into a competitive product, are needed in the age of informatization and digitalization. However, due to transformation processes, including robotization of the media industry, the emergence of artificial intelligence, integration of creative industries with Internet resources, increasing not only of the number of products on the media market, but also their producers, including bloggers, YouTubers, prosumers, the competition to attract the audience’s attention is strengthening in various segments of the media. The digital generation of centenarians Z, who are now 20-25 years old, are becoming leading specialists in production processes at the media company in the era of creative economy, knowledge economy. This means that their intellectual potential must be so high that they can constantly generate new creative ideas and be ready for the constant regeneration of knowledge in order to create a competitive media product in a competitive environment. This study aims to examine digital generation’s preferences, creativity, skills, motivational advantages to determine the resourcefulness of the human factor in the production processes of media companies, in particular to improve communication between employees and create a quality competitive media product that can capitalize manufacturing processes on the basis of a properly chosen competitive strategy.
Highlights
Creativity, innovation, intellectual resources, emotional intelligence are obtaining clearer and clearer contours and meanings in the era of information technology, complete digitalization and are becoming the main developmental concepts of the information society of the XXI century
It can be stated that today the basis of the creative economy is the intellectual potential of specialists in the creative media industries, their skills, new knowledge, creativity, innovative ideas contribute to the competitiveness
The study found that nowadays young people, who represent the digital generation of centenarians and are 20-25 years old, become employees of the creative media industries, and a survey of their resource benefits provides employers, media managers with useful information and helps to understand how to capitalize production processes in a competitive environment, and how to transform this generation’s skills, abilities, knowledge into management processes in the new working conditions and cooperation of the digital age
Summary
Creativity, innovation, intellectual resources, emotional intelligence are obtaining clearer and clearer contours and meanings in the era of information technology, complete digitalization and are becoming the main developmental concepts of the information society of the XXI century. In this regard, the crucial role is played by the creative economics, which affects the economic development of all areas of the information society and, the creative class, which becomes the driver of the media industry, including audiovisual, printed media, the Internet. Artificial intelligence, innovative technologies are more closely rooted in the structure of modern life, and the employees of other industries are becoming the competitors of the media sphere, and bloggers, YouTubers, prosumers (content users), and recently even robots, that have been creating journalistic materials since 2012 and becoming news presenters as well
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