On The Move: “Shadow Research” on the Media Habits of Generation Z
On The Move: “Shadow Research” on the Media Habits of Generation Z

Summary/Abstract: The comprehensive research “The Media Usage Habits and Communication Practices of Secondary School Students” was carried out in 2013 as the subproject of the programme called “The Recognition and Dissemination of Scientific Knowledge” at the University of Pécs. The fundamental aim of this wide-range programme was to introduce and mediate the scientific achievements of the University of Pécs to the young generation living in the vicinity of the University. This aim could only be achieved if we know the language and communication style of the young generation well. The aim of the research carried out with the assistance of the Department of Communication and Media Studies was to set up a knowledge base that would help us establish more efficient relationships with the target group mentioned above. The results of our investigation made it possible to draw a clearer picture about the communication practices and scenes of the so-called Generation Z including the peculiarities of their media habits. We can capture the generation-specific characteristics appearing in the media usage of this age-group through the significance of motion. Regarding the use of media, motion may be interpreted as a movement in physical space but also as a transit through various media surfaces. The following study summarizes the most important results of our research.

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