Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
EDUCATIONAL ATTITUDES BROADCASTED BY OPINION LEADERS TO YOUNG PEOPLE ON SOCIAL NETWORKS. / Кузнецова, Елена Андреевна; Зиновьева, Елена Викторовна; Искра, Наталья Николаевна.
INTED2021 Proceedings. International Association of Technology, Education and Development, 2021. p. 6037-6043.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
}
TY - GEN
T1 - EDUCATIONAL ATTITUDES BROADCASTED BY OPINION LEADERS TO YOUNG PEOPLE ON SOCIAL NETWORKS
AU - Кузнецова, Елена Андреевна
AU - Зиновьева, Елена Викторовна
AU - Искра, Наталья Николаевна
PY - 2021
Y1 - 2021
N2 - The article analyzes digital opinion leaders' phenomenon, which is especially important for generation Z, whose integral part of their living space is the Internet and social networks. The study's primary purpose was to examine the messages of digital opinion leaders related to education and young people's commitment to these messages. The differences between opinion leaders online and offline were considered. A survey of 1185 young people aged 11-19 years, divided into several age groups (11-14, 15-17, 17-19 years), was carried out. Research methods: online survey, content analysis of messages, broadcasts of opinion leaders, PVQ-RR, 'Career Anchors' (Schein). Influencers who are popular among young people of different age groups were identified. Two groups of influencers were classified: a group of influencers who are popular in several age groups of young people and a group of influencers who are popular with young people only at a certain age. The differences between these groups of influencers were analyzed. The educational attitudes broadcasted by digital opinion leaders to their audience on social networks were highlighted. Several typical groups of messages were identified: "conservative", "innovative", "nihilistic", "contradictory" educational attitudes. Educational attitudes preferred by young people of different ages were analyzed. Values of young people that determine following the digital leaders' opinion were identified.
AB - The article analyzes digital opinion leaders' phenomenon, which is especially important for generation Z, whose integral part of their living space is the Internet and social networks. The study's primary purpose was to examine the messages of digital opinion leaders related to education and young people's commitment to these messages. The differences between opinion leaders online and offline were considered. A survey of 1185 young people aged 11-19 years, divided into several age groups (11-14, 15-17, 17-19 years), was carried out. Research methods: online survey, content analysis of messages, broadcasts of opinion leaders, PVQ-RR, 'Career Anchors' (Schein). Influencers who are popular among young people of different age groups were identified. Two groups of influencers were classified: a group of influencers who are popular in several age groups of young people and a group of influencers who are popular with young people only at a certain age. The differences between these groups of influencers were analyzed. The educational attitudes broadcasted by digital opinion leaders to their audience on social networks were highlighted. Several typical groups of messages were identified: "conservative", "innovative", "nihilistic", "contradictory" educational attitudes. Educational attitudes preferred by young people of different ages were analyzed. Values of young people that determine following the digital leaders' opinion were identified.
U2 - 10.21125/inted.2021.1204
DO - 10.21125/inted.2021.1204
M3 - Conference contribution
SP - 6037
EP - 6043
BT - INTED2021 Proceedings
PB - International Association of Technology, Education and Development
T2 - 15th International Technology, Education and Development Conference
Y2 - 8 March 2021 through 9 March 2021
ER -
ID: 91674130