Russian Psychological Issues PsyJournals.ru
OPEN ACCESS JOURNALS
JournalsTopicsAuthorsEditor's Choice Manuscript SubmissionAbout PsyJournals.ruContact Us
Vestnik of Saint Petersburg University. Psychology - №2 / 2021 | Перейти к описанию
Web of Science СС

Previous issue (2021. Vol. 11, no. 1)

Included in Web of Science СС (ESCI)

Vestnik of Saint Petersburg University. Psychology

Former Title: Vestnik of Saint Petersburg University. Seria 16. Psychology. Education

Publisher: Saint Petersburg University

ISSN (printed version): 2658-3607

ISSN (online): 2658-6010

DOI: https://doi.org/10.21638/spbu16

Published since 2011

4 issues per year

Free of fees
Open Access Journal

 

The Attitude of Young People Toward Gender Attitudes, Which Are Transmitted by Influential Leaders of the Russian-Speaking YouTube Segment 88

|

Zinovieva E.V.
PhD in Psychology, Associate Professor, Department of Personality Psychology, Saint-Petersburg State University, St.Petersburg, Russia
ORCID: https://orcid.org/0000-0003-1052-103X
e-mail: e.zinovieva@spbu.ru

Kuznetsova E.A.
PhD in Psychology, St.Petersburg, Russia
ORCID: https://orcid.org/0000-0001-9359-9013
e-mail: kuznetsova@spbu.ru

Abstract
Despite the large number of studies on the characteristics of different generations, most often they are in a sociological or demographic field, while psychological research on this topic is not sufficient. Modern young people, identified according to the theory of Hove and Strauss the “generation Z” or the digital generation, are characterized by a decrease in the significance of their parents’ experience and the search for information among peers in social networks. Among the participants organizing communications in social networks, there are individual users whose opinions and knowledge become a source of information for others. These users are called influencers or opinion leaders. It is assumed that under the influence of opinion leaders, the world view and value system of young people can be established. This article is devoted to the study of gender attitudes transmitted by opinion leaders in the youth environment, and the attitude of young people towards them. We study the consistency of gender (as one of the most important for this age) attitudes of young people with the gender attitudes of opinion leaders on social networks. The sample for the study consisted of 191 people aged 16–18 years. The study was conducted using the methods of content analysis, the author’s questionnaire and questionnaires “I am a woman (man)” by L.N. Ozhigova (2003), the questionnaire “Attitudes toward Sex” by Eysenck (1989), the Schwarz values questionnaire (adapt. by Karandashev, 2004). The results obtained demonstrate that the most popular channels among young people are entertainment channels. The authors of these channels broad-cast contradictory gender attitudes in their releases, in which gender stereotypes are often manifested. It was revealed that the gender attitudes of authors and their audience are similar: the authors’ broadcast and the audience demonstrate conflicting attitudes in their judgments. Also, it has been shown that young people who are characterized by conforming behavior and are susceptible to influence more often agree with the opinions broadcast by the authors of channels. This study does not allow for a conclusion to be made on whether the gender attitudes of young people were formed by popular authors, or were originally such. This aspect is a promising field of research.

Keywords: opinion leaders, influencers, generation Z, young people, gender attitudes, social networks, YouTube

Column: Empirical and Experimental Research

DOI: https://doi.org/10.21638/spbu16.2020.203

For Reference

References
  1. Tapscott D. Growing Up Digital: The Rise of the Net Generation. New York, McGraw-Hill Publ., 1998.
  2. Brown N. Meet Generation Z: Forget Everything You Learned About Millenials. 2014. Available at: https://socialmediaweek.org/blog/2014/07/meet-generation-z-forget-everything-learned-millenials/ (accessed: 15.02.2020).
  3. Shatto B., Erwin K. Moving on From Millennials: Preparing for Generation Z. Journal of Continuing Education in Nursing, 2016, no. 47, pp. 253–254. doi.org/10.3928/00220124–20160518-05
  4. Lazarsfeld P., Katz E. Personal Influence: The Part Played by People in the Flow of Mass Communications. New York, FreePress Publ., 1955.
  5. Barker S. How Social Media Is Influencing Purchase Decisions. Social Media Week, 2017. Available at: https://socialmediaweek.org/blog/2017/05/social-media-influencing-purchase-decisions/ (accessed: 22.02.2020).
  6. Lin H. C., Bruning P. F., Swarna H. Using Online Opinion Leaders to Promote the Hedonic and Utilitarian Value of Products and Services. Business Horizons, 2018, no. 3 (61), pp. 431–442.
  7. Farivar S., Wang F., Yuan Y. Meformer vs. informer: Influencer type and follower behavioral intentions. The 25th Americas Conference on Information Systems, Cancun, 2019. Available at: https://aisel.aisnet. org/cgi/viewcontent.cgi?article = 1364&context = amcis2019 (accessed: 15.02.2020).
  8. Kostromina S. N., Grishina N. V., Moskvicheva N. L., Zinovyeva E. V. Commitment to Generation Subculture as a Factor of Building a Life Scenario. European Proceedings of Social and Behavioural Sciences, 2019, pp. 267–275. https://doi.org/10.15405/epsbs.2019.07.35
  9. Howe N., Strauss W. Generations: The History of America’s Future, 1584 to 2069. New York, William Morrow & Company Publ., 1991
  10. Gavrilova A. V. Socio-psychological characteristics of the mentality of the ‘new generation’. Vestnik Udmurtskogo universiteta. Seriia Filosofiia. Psikhologiia. Pedagogika, vol. 26, issue 2, 2016, pp. 58–63. (In Russian)
  11. Grishina N. V., Moskvicheva N. L., Kuznetsova E. A. Life scenario as a scientific construct: evolution of views and methods of study. In: Personality psychology: stay in change. Ed. by N. V. Grishina. St. Petersburg University Publ., 2019, pp. 331–382. (In Russian)
  12. Grigorova T. P. The idea of students about the family as a manifestation of life scenarios of coping with its difficulties. Vestnik Kostromskogo gosudarstvennogo universiteta. Seriia: Pedagogika. Psikhologiia. Sotsiokinetika, 2016, no. 4, pp. 133–139. (In Russian)
  13. Izotova E. I., Golubeva N. A., Grebennikova O. V. The phenomenon of intergenerational transmission in the sociocultural and information space of modernity. Mir psikhologii. Moscow, Moskovskii psikhologo-sotsial’nyi universitet Publ., 2017, no. 1, pp. 51–63. (In Russian)
  14. Malenova A. Iu., Druzhinina Iu. A. Features of motivation for marriage and family relations among representatives of different generations. Vestnik Omskogo universiteta. Seriia “Psikhologiia”, 2010, no. 2, pp. 39–51.
  15. Gibson G. W., Greenwood R. A., Murphy E. F. Generational Differences In The Workplace: Personal Values, Behaviors, And Popular Beliefs. Journal of Diversity Management, 2009, no. 4 (3), pp. 1–8. https:// doi.org/10.19030/jdm.v4i3.4959 (In Russian)
  16. Soldatova G., Chekalina A. Internet through the eyes of children and adolescents in a megalopolis. Deti v informatsionnom obshchestve. Moia bezopasnaia Set’: Internet glazami detei i podrostkov. 2009, vol. 1. Available at: http://detionline.com/assets/files/journal/1/ (accessed: 27.02.2020). (In Russian)
  17. Soldatova G., Kropaleva E. Territory of freedom. Features of Russian schoolchildren as Internet users. Deti v informatsionnom obshchestve, 2009, vol. 2. Available at: http://detionline.com/assets/files/jour- nal/2/ (accessed: 27.02.2020). (In Russian)
  18. Martsinkovskaia T. D. Information space as a factor in the socialization of modern adolescents. Mir psikhologii, 2010, no. 3, pp. 90–102. (In Russian)
  19. Westenberg W. The influence of youtubers on teenagers. Master Thesis. University of Twente, 2016. Available at: https://essay.utwente.nl/71094/1/Westenberg_MA_BMS. pdf (accessed: 15.02.2020).
  20. Asmolov A. G. Internet as a generative space: historical and evolutionary perspective. Voprosy psikhologii, 2019, no. 4, pp. 1–26. (In Russian)
  21. Ayanyan A.N, Golubeva N.A., Martsinkovskaya T.D., Poleva N.S. The specifics of the formation of children and adolescents in situations of identity is transitive. Psikhologicheskie issledovaniia (elektronnyi zhurnal), 2017, vol. 9, no. 50, p. 5. (In Russian)
  22. Kasperovich-Rynkevich O. N. Features of media consumption generation Z. Zhurnal Belorusskogo gosudarstvennogo universiteta. Zhurnalistika. Pedagogika, 2019, pp. 29–35. (In Russian)
  23. Kucherikhin V. V. Generation Z — the generation of “live broadcasts” and “Histories”. Vserossiiskaia nauchno-prakticheskaia konferentsiia “Cherepovetskie nauchnye chteniia — 2017”, 2018, pp. 70–72. (In Russian)
  24. Kulakova A. B. Generation z: theoretical aspect. Voprosy territorial’nogo razvitiia, 2018, no. 2 (42), p. 6. (In Russian)
  25. Kletsina I. S. Gender socialization. St. Petersburg, Ros. gos. ped. un-ta im. A. I. Gertsena Publ., 1998. (In Russian)
  26. Manago A., Graham M., Greenfield P., Salimkhan G. Self-presentation and Gender on MySpace. J. of Applied Developmental Psychology, 2008, vol. 29, pp. 446–458.
  27. Saralieva Z. Kh., Shchekoturov A. V. “I do not want to be such a girl that I always wash dishes”: an institutional analysis of the gender sensitivity of adolescents of the “Z” generation. Zhenshchina v rossiiskom obshchestve, 2015, no. 3–4, pp. 76–77. (In Russian)
  28. Aran-Ramspott S., Fedele M., Tarragó A. Funcionessociales de los Youtubers y su influenciaen la preadolescencia. Comunicar, 2018, vol. 57, pp. 71–80. https://doi.org/10.3916/C57–2018-07
  29. Ozhigova L. N. Psychology of gender identity. Krasnodar, Kubanskii gos. un-t Publ., 2006. (In Russian)
  30. Burlachuk L. F., Morozov S. M. Dictionary — a guide to psychodiagnostics. St. Petersburg, Piter Kom Publ. (In Russian)
  31. Karandashev V. N. Schwartz methodology for the study of personality values: concept and methodological guidance. St. Petersburg, Rech’ Publ., 2004. p. (In Russian)
  32. Iatsenko A. S. Gender stereotypes in the German language and everyday joke about a woman. Filologicheskie nauki. Voprosy teorii i praktiki. 2019, no. 7, pp. 220–223. (In Russian)
  33. Shilova T. A. Woman in Russian society, 2004, vol. 1–2, p. 39.(In Russian)
  34. Smirnova N. L. Types of social representations of intellectual personality. Sovremennaia psikhologi- ia: Sostoianie i perspektivy issledovanii. Ch. 3: Sotsial’nye predstavleniia i myshlenie lichnosti: materialy iubileinoi nauch. konf. IP RAN, 28–29 Jan. 2002. Moscow, Institut psikhologii RAN Publ., 2002, pp. 129–139. (In Russian)
  35. Mironenko I. A., Dessau V. A. An empirical study of gender stereotypes about the intellectual method of content analysis of respondents’ free answers. Vestnik LGU im. A. S. Pushkina, 2010, no. 2, pp. 81–96. (In Russian)
 
About PsyJournals.ru

© 2007–2021 Portal of Russian Psychological Publications. All rights reserved

PsyJournals.ru in Russian

Publisher: Moscow State University of Psychology and Education

Catalogue of academic journals in psychology & education MSUPE

Creative Commons License Open Access Repository     Webometrics Ranking of Repositories

RSS Psyjournals at facebook Psyjournals at Twitter Psyjournals at Youtube ??????.???????