Specific Features of Teaching Generation Z English in a Non-linguistic University (Based on the example of students majoring in public relations)

Abstract

This research aims to identify the specifics of teaching generation Z English as a foreign language in Russian non- linguistic universities and covers the principles of the theory of generations including focus group methodology. The survey encompassed eighty-seven undergraduate freshmen majoring in Advertising and Public Relations and included the following key aspects: professor’s qualifications and behavior, overall atmosphere and lesson structure, frequency of utilization of audio and visual materials as well as students’ preferred forms of interaction. Contrary to the belief that generation Z is not sociable and prefers individualism, our survey highlights those students willingly interact in groups of several people maintaining their motivation and realizing creative potential. Employment of digital technologies plays a crucial role for generation Z as it contributes to the widespread implementation of pedagogical and methodological principles, by making a lesson more interesting for nowadays students consequently reducing the generation gap.