VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE Cover Image

VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE
VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE

Author(s): Blandína Šramová, Anežka Hamranová
Subject(s): Social Sciences, Psychology, Sociology, Social differentiation
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Adolescents; Generation Z; Marketing communication; Values;

Summary/Abstract: This paper intends to compare structures of preferred values between adolescents, focusing on year 2011 and year 2015. The research sample composed of Slovak adolescents (N=418). In order to record value preference structure changes, we have pursued our research in 2011 (N=250) and in the year of 2015 (N=168). The value structure was searched using PVQ questionnaire (Portrait Value Questionnaire, Schwartz, 2003). The identified results have shown changes in the preferred value structures (statistically significant difference), proving that the importance of preferred values has grown. Digital culture that current adolescent generation is being brought up in reflected in the increase of following values: universalism, benevolence, conformity, success and self-direction.

  • Issue Year: 3/2015
  • Issue No: 1/2
  • Page Range: 507-514
  • Page Count: 8
  • Language: English