Generation Y – Between Challenges of the Knowledge Society and Demands of a Prosperous Market

Abstract

This paper deals with elements from which modern society has created a particular gap into which it has pushed young generations, named by scientists, the media and the public, Generation Y. This gap appears between the society of knowledge, in all its conceptual poverty and absurdity on the one hand, and demands of prosperous markets, on the other. The first part of this paper will present the definition and main characteristics of millennials, as well as the socio-historical context of their development. This is followed by an analysis of the media that reproduce and, to a large extent, determine the conditions and environment in which these generations exist. They are subject to technological socialization, which means they do not come into contact with each other but with machines. In this way they achieve only contact, instead of actual human relationships as experienced by previous generations. This paper also deals with technologies commonly known as “new”, although, as we write these lines, some of them have probably already become outdated and are being replaced by newer ones. This is how fast the world changes.

Keywords

• generation y
• society of knowledge
• consumerism
• media