Youth Audience Research Articles

ОСОБЛИВОСТІ СПРИЙНЯТТЯ ЛІТЕРАТУРНО-МИСТЕЦЬКОЇ РАДІОПРОГРАМИ МОЛОДДЮ

<div><p><em>The article deals with the problem of peculiarities of perception of literary and artistic radio program, conditioned socio-psychological characteristics and values of youth as representatives of echo-generation Y. The purpose of the article is to determine the specific perception of the sound image of Pavlo Volvach’s radio program «Kruzhliannia Sliv» (First Channel of «Ukrainian Radio»). The article used the method of analysis and systematization of scientific and theoretical information on the topic of research. The method of focus group survey helped to identify the value orientations and information needs of the youth audience in the evaluation of the literary and artistic radio program, the motives that determine the attitude to its sound image, as well as the effectiveness of its influence on the cognitive processes of listeners, perception in general.</em></p></div><p><em>The study found that the literary radio program was perceived as a low-intensity audio text by the participants of the focus group without much enthusiasm, restrained. Respondents mostly expressed negative emotions. Attention was low, average material memorization was medium. Interest in the program was also mediocre. This was influenced by the discrepancy between the content and the form of the program with the values and life meanings of the respondents. Political conformism, distrust, indifference to social, cultural norms and traditions, preference for emotional individual satisfaction, enjoyment of life and low threshold of responsibility for one’s own actions and future – traits inherent in echo-generation Y. These traits manifest themselves in focus groups. Mostly indifferent attitude to the program was marked by both verbal and non-verbal means (postures, facial expressions, gestures). None of the respondents considered themselves to be the target audience of the program.</em></p><p><strong><em>Key words:</em></strong> <em>radio broadcasting, program, sound image, perception, focus group, echo-generation Y, generation Z.</em></p>

Genre and style features of creative heritage by Mark Karminskyi: educational and methodological aspects

Genre and style features of creative heritage by Mark Karminskyi: educational and methodological aspects

Internet in Social Reality of Russian Youth: Potential Risks and Opportunities

The paper is devoted to an empirical analysis of the role of the Internet in the everyday reality of Russian youth. The author notes that the unusual speed of the Internet spread in the life of Russian society made the circumstances of growing up of modern young Russians very specific. In fact, they became the first generation of Russian “digital natives”. Growing up in the conditions of the rapid spread of the Internet in society, many of them are used to perceiving the Internet as a natural and inalienable attribute of everyday reality. The author uses materials of secondary data analysis and the data of his sociological research among Russian youth to determine the role of the Internet in the social reality of youth and to find out the possible risks and opportunities that it can create. The empirical basis of the study is a questionnaire survey conducted by the author in 2018 among the youth of the city of Ekaterinburg, Russia. The key conclusion of the article is that the Internet is deeply integrated into the social reality of modern Russian youth. The growing importance of the Internet in life is a source of a number of risks, which include the formation of Internet addiction, increasing the vulnerability of young people to destructive content and the formation of a communicative gap between representatives of different generations. The Internet can also be used to broadcast information to a youth audience, to organize cooperation among young people, to popularize good practices and for other purposes.
 Keywords: youth, Russian youth, Internet, “digital natives”, Russian society

Violence, Sexuality and Youth Linguistic Behaviour: An Exploration of Contemporary Nigerian Youth Music

Most linguistic studies on Nigerian hip hop (NHH) are textual in orientation, focusing on language use in lyrics. However, the social manifestations of the genre have mainly been discussed from the sociological perspective, ignoring the linguistic influences on the youthful audience. With a focus on violence and sexuality, the present study combines qualitative and quantitative research methods in fulfilling its objectives. This involves the analysis of the linguistic presentation of violence and sexuality in 20 selected lyrics. In addition, a structured questionnaire and focus group discussions administered to students from a Nigerian university supplement the examination of the interactivity of Nigerian hip hop on communicative practices. Sexual and violent slang, expressions, and their graphic representations are rife in NHH and are also reflected in students’ communicative practises. While the relationship between NHH and youth linguistic behaviour may not be causal—revealing instead the democratisation of expressions within the Nigerian environment—it is observed that NHH is still influential in the linguistic expression of sexuality and violence among Nigerian university students.

Особливості розвитку сучасного мистецтва і кінематографу у Китаї, Кореї та Японії

The article analyzes the conditions and factors that influenced the formation of contemporary art and cinema in China, South Korea and Japan. We can determine the peculiarities of the development of Chinese contemporary art, such as the desire of the first artists, after the Cultural Revolution, to reflect its flux and effects as much as possible. Further, artistic tendencies become diverse: the commercial component and a certain element of the state of affairs are viewed in the works of art by Chinese authors, but the desire for self-expression in different ways testify to the progressive phenomena characteristic of art. Modern Korean art proves that the scientific and technological revolution and the dominant avant-garde component of mass culture in general cannot supplant the ultimate traditional artistic creativity. One of the characteristic features of contemporary Korean art is a demonstration of belonging to the culture of the country. First of all, this is the influence of the traditions of Confucianism, Buddhism, along with the painful memories of war and long-term colonization by Japan. One can note the simplicity, orderliness, harmony of colors and shapes as an inalienable feature of Korean contemporary art, but modern tendencies show the striving for the discovery of individuality of the artist, which manifests itself in non-standard artistic forms. Japanese visual art combines the works of autochthonous traditions and European artistic principles. Considerable attention is paid to the issue of the relationship between nature and man, reflected in the work of adherents of the synthesis of Japanese traditions and Western variety of forms. Particular attention is paid to contemporary artists in Japan with the latest technology – video art, 3D painting, interactive installations and installations-hybrids. Chinese cinema with the generation of directors, known as the Fifth Generation, reveals new trends. These artists initially sought to convey events and tragedies during the Cultural Revolution, but over time they turned to other themes and genres. Directors of the "Sixth Generation" paid special attention to social problems, the place of action in their films is unknown China – small settlements or cities. Modern Korean cinema covers two large areas: cinema for women – melodrama, and for men – adventure. Today the adventure genre is oriented mainly to teens, and the melodrama genre has been transformed from the problems of the middle-aged women's interest towards the youth audience, therefore, it is more likely to come closer to the romantic comedy. The tragedy of Korea, which is split up into two parts, worries the movie-makers. In recent years there have been changes in South Korean position in exposing North Korean residents. If the previous decades in South Korean cinema was cultivating the image of the enemy: North Korean could be either a spy or killer, but now the inhabitants of North Korea are perceived and presented in films differently, not embodying exclusively negative features. In Japanese cinema, the emphasis is on the visual array, which allows you to bring forward contemplation and the deep meaning is transmitted by artistic images typical of the oriental art in general. In films, much attention is paid to the smallest details; certain asceticism along with the aesthetization of the frame is a reflection of purely Japanese features – minimalism as the meaning of existence. Familiarity with the peculiarities of the development of contemporary art and cinema in China, Korea and Japan is a necessary component for further dialogue between the cultures of East and West in terms of balanced interaction and artistic transformations of the modern world.

Environmental discourse in the social networks of Kazakhstan: the construction of an imperative

Constructive changes in the media landscape due to the intensification of social networks launch new modules of social discourse. Nowadays environmental theme getting particular interest, the popu-larity of which is related to a number of factors, including the growth of environmental awareness caused by open access to information on social networks. This includes developing literacy in environmental management and environmental conservation, as well as quick notification of environmental incidents. The purpose of the study is to analyze the impact of the environmental content of social networks on the construction of the environmental imperative in the minds of young people in Kazakhstan. In this regard, the most popular social networks were studied, audience segmentation by age and level of education was performed, and also authors analyzed social media content in the ecology field. Using the methods of comparison, review, content analysis and survey, the authors identified the most sustainable signs of constructing environmental awareness of the youth audience in social networks. The authors came to the conclusion that nowadays the tendency of including environmental topics in the array of the concept of sustainable development is becoming more and more persistent in the minds of young Kazakhstanis, and as a result, there are forming a number of factors of low tolerance for imbalance in this area, including politics and economy. The authors also note an increase of interest in the categories of social responsibility and ethics, which leads to a conscious understanding of universal values, the rule of law, social activity and the desire for social integration. At a higher level of develop-ment of environmental awareness, the young generation of Kazakhstanis is able to form economic and political discourse, as well as accumulate a mental appeal to the state on the issue of balance and coher-ence in various fields. The presented study involves the integration of several areas at once, which makes its results in-teresting for understanding the variability of modern forms of environmental discourse, the specifics of changes in audience’s behavior, its transformation into an active direction, audience agent which is capable to generate its own content and media communication, excluding traditional media.

ПСИХОСЕМАНТИЧНІ ОСОБЛИВОСТІ СПРИЙМАННЯ АНІМАЦІЙНОЇ РЕКЛАМИ МОЛОДІЖНОЮ ЦІЛЬОВОЮ АУДИТОРІЄЮ

The article is devoted to the analysis of the results of empirical research of psychosemantic features of perception of animation advertising by the representatives of the youth target audience. Differences in the perception of animation advertising between representatives of three age groups within the youth target audience were established. The authors identified four factors (“Confidence”, “Attractiveness”, “Trust”, “Consumer Activity”), which are manifested in the perception of animation advertising by young teens (12-15 y.o.). At the same time, for аdolescence teens (16-19 y.o.) and youth (20-24 y.o.) there are three factors (“Confidence”, “Attractiveness”, “Consumer activity”), which determine their attitude to animation advertising. The peculiarities of young people's attitude to animation advertising with different types of graphics (2-D, 3-D, combined) and consumer motivation of this target audience are revealed. It has been identified that commercials based on the use of 3-D graphics are evaluated by representatives of the youth audience (of all age groups) most positively and often make them want to buy the products of the advertised brand. Commercials based on the use of 2-D graphics technology attract the most attention of younger teens (12-15 y.o.) and create the appropriate consumer motivation. The commercials created on the basis of the combined graphics are the least interesting to the representatives of the youth target audience. However, the ideas underlying such advertising are the most understandable for youth, and the advertising itself is perceived as relevant and evokes a sense of trust in the product and brand. The connection between the level of emotional intelligence and creativity with the peculiarities of the perception of animation advertising is revealed. Subjects with higher level of emotional intelligence rate animation graphics in advertising more positively than people with low levels of emotional intelligence. Representatives of the youth target audience (all age groups) with high levels of emotional intelligence are most sensitive to animation advertising using 3-D graphics. A similar trend is observed in subjects with a high level of creativity, rate commercials using 3-D graphics higher and perceive it more positively (compared with subjects with lower level of creativity). It is established that young teenagers (12-15 y.o.) with a high level of creativity also positively perceive animation advertising using 2-D graphics technology. Prospects for further research include a more detailed study of the perception of animation advertising with different types of graphics by different age groups, determining the relationship between the perception of animation advertising and the value-semantic sphere of the personality of consumers.

СУЩНОСТЬ И РОЛЬ ПРЕЛИМИНАРИНГА В ВОПРОСАХ ВЗАИМОДЕЙСТВИЯ ПРЕДСТАВИТЕЛЕЙ ПОКОЛЕНИЯ Z И РАБОТОДАТЕЛЕЙ

The article is devoted to the issues of interaction between organisations and youth in the context of preliminaring. The authors reveal the essence of preliminaring as a method of attracting promising young specialists from among students and graduates of educational institutions to work in companies through industrial work placements and/or internships. The authors present the results of surveys of students of several Ural universities, which made it possible to determine the key focuses and priority forms of interaction between employers and the target youth audience, and the key theses of interviews with representatives of employers on the practice of organising preliminaring. On the basis of the consolidation of the results of the research, the authors propose a list of preliminaring events for recruitment agencies; other organisations interested in attracting young and promising employees can use an adapted version of the list.

Educational support for digital state communications for transition to Industry 4.0

The purpose of the article is to substantiate the necessity for educational support for establishment of digital state communications for transition to Industry 4.0 (by the example of Samara Oblast of the Russian Federation). This purpose determines the directions of the research: university students' readiness for usage of the internet space for implementing their political desires and the technical possibilities of public authorities and local administration to organise the channels of interaction with this audience. The leading research methods are determination of the category tools, sociological survey (questionnaire survey) with the elements of case study among the undergraduates, and content analysis of the main public offices of Samara Oblast. These methods allow determining the modern state of public communications in the region. As a result of the performed research, characteristics of the youth audience of social networks and of the internet space on the whole as potential participants of public communications were determined.

Socioeconomic and Demographic Status and Perceived Health Risks of E-Cigarette Product Contents Among Youth: Results From a National Survey

Background. The prevalence of e-cigarette use among youth is rising and may be associated with perceptions of health risks for these products. We examined how demographic factors and socioeconomic status (SES) are correlated with the perceived health risks of e-cigarette product contents among youth. Method. Data were from a national online survey of youth aged 13 to 18 between August and October 2017, weighted to be representative of the overall U.S. population in age, sex, race/ethnicity, and region. Survey analysis procedures were used. Results. Of 1,549 e-cigarette users and 1,451 never-e-cigarette users, 20.9% were Hispanic, 13.7% Black, 21.7% LGBTQ (lesbian/gay/bisexual/transgender/queer), and 49.3% in low-income families. With adjustment for e-cigarette use status, perceived health risks of nicotine and toxins/chemicals in e-cigarettes significantly differed by gender, race, sexual orientation, and SES (ps < .05). For example, adjusted odds of perceiving harm from nicotine were 60% higher in girls versus boys, 34% lower in non-Hispanic Blacks versus non-Hispanic Whites, 33% lower in urban versus suburban residents, 40% higher in LGBTQ versus straight-identifying individuals, and 28% lower in low-income versus high-income families. Lower parental education level also was associated with children's lower health risk perception of e-cigarette product contents. Conclusions. For youth, the perceived health risks of e-cigarette product contents were associated with demographics, sexual orientation, and SES. The findings may have relevance for developing communication and education strategies addressing specific youth audiences, especially those in vulnerable groups. These strategies could improve awareness among youth concerning the health risks of e-cigarettes, helping to prevent or reduce e-cigarette uptake and continued use.

Exploring the Characteristics of Healthy Lifestyle Campaign on Social Media: A Case Study on FIT Malaysia

Through the establishment of FIT Malaysia, the Malaysian Ministry of Youth and Sports (MOYS) aimed to ensure the adoption of healthy lifestyles by all Malaysians particularly youth, with initiatives to provide a variety of sports and fitness activities. This paper discusses the characteristics of the healthy lifestyle campaign by MOYS in spearheading the promotion of healthy living among youth after joining the social media bandwagon, with consideration of the time spent online by this targeted community. The study is significant to ensure that MOYS not only organises, but most importantly, utilises the most appropriate means in reaching the intended youth audiences. Through in-depth interviews with policy makers and implementers at MOYS, it was discovered that the characteristics of campaign management were not in line with social media characteristics and this has resulted in the superficial understandings of the success rate of promoting FIT Malaysia in Facebook and Twitter. This further highlighted the needs for the stakeholders to possess holistic knowledge on the social media realm as well as appropriate tools and sufficient budget to implement healthy lifestyle campaigns on social media. From this perspective, the paper provides in-depth discussions of health promotion from two aspects; the characteristics of campaign and how it can be synthesised with social media characteristics to reach out to youth and their healthy lifestyle in Malaysia through social media. Keywords: Youth, social media, health promotion, health communication, campaign.

336 Integration of teaching and extension of companion animal biology and nutrition

Abstract Students have a strong desire for hands on experiences during their undergraduate careers. This can be accomplished through combining teaching with extension to provide students with new experiences. Many students chose Animal Science because they had experiences with extension programs when younger and they have a desire to help animals. Utilizing undergraduate students in community outreach programs provides an opportunity for students to develop critical skills required for employment, but also provides a broader reach of companion animal extension programs. A variety of creative activities can be utilized to improve student learning and gain experiences outside of the classroom. Extension or outreach programs allow for opportunities for students to develop leadership skills. Undergraduate students serving as instructors in 4-H and other youth programs can provide both an impact on the education of the youth involved, but also develop a deeper understanding of materials. Undergraduate students can be involved in teaching health care, nutrition, and other topics related to companion animals to youth audiences. Examples of successful programs include student organized dog training courses, service-learning projects through humane societies or animal rescues, student involvement in feral cat control programs, and student assistance with spay/neuter programs. These activities can support student-learning outcomes as well as provide a valuable community service. During the process, the Kolb’s experiential learning cycle should be used to promote student development. This cycle includes a concrete experience, reflection, conceptualization, and active experimentation. Students must reflect on their experiences, consider how it could be improved, how it relates to their future careers and educational experience, and propose areas of improvement to gain the most from their experiences. Measuring the impacts of these activities on student learning and life skills, as well as community implications, will be critical to evaluation of the success of the programs.

Motivational Models in the Formation of a Strategy for the Development of the Fitness Services Industry in the Region

Currently, the fitness services market in Russia demonstrates one of the highest growth rates among other service markets. Recently, the growth of demand for fitness services has been moving from the capital cities to the regions. A new level of development of the fitness industry is characterized by the transition from the elite service to the mass one. To study the fitness services market in the Primorye Territory, the data of the questionnaire survey of the youth audience consisting of students of higher education institutions in the Primorye Territory were used in the present work. The questionnaire form used to analyze consumer behavior mainly included open-ended questions, which were processed using special computer technology. The scientific novelty of the research consists in the development of an original approach to developing a motivational model for fitness services consumption. The paper presents some results of the study of latent factors affecting the formation of demand for fitness services in the region. Exploring consumer behavior allows judging the effectiveness of a fitness service in general, analyzing current trends in fitness consumption in the region and predicting the demand for fitness products in the future.

Absence and Presence: Top of the Pops and the Demand for Music Videos in the 1960s

While there is a surprising critical consensus underpinning the myth that British music video began in the mid-1970s with Queen's video for ‘Bohemian Rhapsody’, few scholars have pursued John Mundy's (1999) lead in locating its origins a decade earlier. Although the relationship between film and the popular song has a much longer history, this article seeks to establish that the international success of British beat groups in the first half of the 1960s encouraged television broadcasters to target the youth audience with new shows that presented their idols performing their latest hits (which normally meant miming to recorded playback). In the UK, from 1964, the BBC's Top of the Pops created an enduring format specifically harnessed to popular music chart rankings. This format created a demand for the top British artists' regular studio presence which their busy touring schedules could seldom accommodate; American artists achieving British pop chart success rarely appeared on the show in person. These frequent absences, then, coupled with the desire by broadcasters elsewhere in Europe and America to present popular British acts, created a demand for pre-recorded or filmed inserts to be produced and shown in lieu of the artists themselves appearing. Drawing on records held at the BBC's Written Archives and elsewhere, and interviews with a number of 1960s music video directors, this article evidences TV's demand-driver and illustrates how the ‘pop promo’, in the hands of some, became a creative enterprise which exceeded television's requirement to cover for an artist's studio absence.

Análisis de los catálogos de las editoriales independientes bogotanas y cordobesas enfocadas en la edición infantil y juvenil 2012-2017

El artículo socializa los resultados parciales que surgen del análisis y la revisión de los catálogos de las editoriales independientes bogotanas (Colombia) y cordobesas (Argentina) que realizan publicaciones orientadas a un público infantil y juvenil. Esto se acompaña, a modo de contexto de una problematización que ha traído consigo la influencia de políticas públicas en temas sobre promoción de lectura coincidente con el florecimiento de editoriales independientes en toda la región en el subsector editorial infantil y juvenil. Metodológicamente, con una estrategia comparativa se cotejaron los catálogos y las implicaciones de estos dispositivos en una ventana de observación de cinco años. Se revisaron variables como: la unidad interna del sistema, la congruencia conversacional de los textos, la pertinencia al contexto, los géneros recurrentes, su apuesta frente al mercado, la estética y poética, y el diseño editorial. Esto se complementó con entrevistas semiestructuradas con los editores que permitieron discutir lo observado.

Motivations of youth audiences to content creation and dissemination on social network sites

Young people show very high and intensive levels of social networks use. However, users have different levels of involvement as regards their degree of interactivity in these platforms. Supported by uses and gratifications theory and applying a factor analysis, the motivations that explain their participation in several profiles of social networks and differences between those who do and those who do not comment are analysed. Based on a self-administered survey of 461 young university students, the main conclusions include the diversity of nuances in the combinations of reasons that explain participation in different types of profiles on social networks; particularly worth highlighting are the similarities between profiles of NGOs and those of celebrities. Also of note is the tendency of users who comment on commercial, political, social and leisure profiles to display motivations linked to searching for information, being useful, influencing others, interacting and showing adhesion, depending on the sphere.

Welcome to the Peoples of the Mountains and the Sea: Evaluating an Inaugural Indigenous Cultural Festival

Welcome to the Peoples of the Mountains and the Sea: Evaluating an Inaugural Indigenous Cultural Festival

Using Syndromic Surveillance Data to Study the Impact of Media Content on Self-harm

Using Syndromic Surveillance Data to Study the Impact of Media Content on Self-harm

Abstract P388: Socioeconomic and Demographic Status and Perceived Health Risk of E-cigarettes Among Youth--Results From a National Survey

Background: The prevalence of e-cigarette use among youth is on the rise and may be associated with adolescents’ limited knowledge of the health effects of these products. We examined how demographics and socioeconomic status (SES) are correlated with the perceived health risks of e-cigarettes among youth. Methods: Data from a national online survey of youth aged 13-18 in 2017, weighted to be representative of the overall U.S. population in age, sex, race, ethnicity, and region were analyzed. Differences in perceived health risks of nicotine and other chemicals provided by vaping were addressed with respect to the demographics and SES of the participants, taking into account their e-cigarette use status. Results: Among 3,174 participants, 56.5% were female, 19.3% Hispanics and 14.7% non-Hispanic Blacks. Indicators of low SES [family receiving public assistance (PA) or participating in free school lunch program] were seen in 50.2%. With adjustment for e-cigarette use status in multivariable regression models, perceived health risks from the contents of e-cigarettes differed by gender, age, place of residence, and SES status. For example, the odds of perceiving harm from nicotine in e-cigarette products was 1.6 times higher in girls than in boys; the same odds was lower by 27% for those in families receiving government PA compared to those in families that did not. A parent’s education level also significantly influenced their child’s perception of the harm of the contents of e-cigarette products ( see Figure ). Conclusions: For youth, the perceived health risks of nicotine, toxins or chemicals in e-cigarette products were significantly different by age, gender, race/ethnicity, and SES. The findings may have relevance for developing communications and education strategies targeting specific youth audiences, especially those in vulnerable groups. These strategies could improve awareness among youth concerning the health effects of e-cigarettes, helping to prevent or reduce e-cigarette use.

Особенности влияния СМК на подростковую и юношескую аудиторию

Особенности влияния СМК на подростковую и юношескую аудиторию