World of Science. Series: Sociology, Philology, Cultural Studies
World of Science. Series: Sociology, Philology, Cultural Studies
           

2022, Vol. 13, No. 3. - go to content...

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Zubko D.V., Klyuev Yu.V. [The theory of generations in the focus of values: on the question of the expediency of applying the generational concept in strategic planning] World of Science. Series: Sociology, Philology, Cultural Studies, 2022, Vol. 13, No. 3. Available at: https://sfk-mn.ru/PDF/02SCSK322.pdf (in Russian).


The theory of generations in the focus of values: on the question of the expediency of applying the generational concept in strategic planning

Zubko Darya Valerievna
Peter the Great Saint Petersburg Polytechnic University, Saint Petersburg, Russia
Institute of Humanities
Higher School of Media Communications and Public Relations
E-mail: zubko_dv@spbstu.ru
ORCID: https://orcid.org/0000-0003-1299-1115
RSCI: https://elibrary.ru/author_profile.asp?id=869259
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57194524747

Klyuev Yuriy Vladimirovich
Peter the Great Saint Petersburg Polytechnic University, Saint Petersburg, Russia
Institute of Humanities
Higher School of Media Communications and Public Relations
E-mail: klyuev_yuv@spbstu.ru
ORCID: https://orcid.org/0000-0002-1990-9885
RSCI: https://elibrary.ru/author_profile.asp?id=703290
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57194520398

Abstract. Special scientific interest in the research of generations in the conditions of mass culture in the XXI century is actualized, first of all, by the pace and scale of globalization, the dynamic development of the mass consumption industry, entertainment, hedonism.

In itself, the need to study generations is obvious and relevant, however, in the process of theoretical and applied research, risks arise regarding the possible radical differentiation in approaches to the use and interpretation of quantitative and qualitative characteristics of the identified social and personal values, patterns of behavior in relation to different age reference groups. In a number of studies, discrimination of individual generations is openly or latently traced, as a rule, and to a greater extent — older generations, including in terms of the number of such studies and their interpretations.

This article examines approaches to the study of generations, taking into account their diversity and value orientations. Scientific and practical solutions to the problems of research of reference groups of different ages in their axiological understanding are proposed. The recommendations on the use of innovative and classical approaches to the study of axiological issues of generational development are substantiated.

Based on the results of the work on the article, the need for a systematic study of the value orientations of generations is revealed. Conclusions are drawn that the value system of generations requires a deeper, thoughtful, careful study by representatives of different scientific fields.

One of the main solutions to achieve the reliability of generational research is the large-scale and effective application of an interdisciplinary approach taking into account the methods of sociological and psychological science.

Formalization and stereotyping of approaches regarding research of demographic groups of a certain national culture can lead to distortions in strategic planning.

Keywords: theory of generations; social generation; generation; values; value orientations; age groups; strategic planning

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