Media Generations in Serbia

This paper represents a small contribution to the study of media generations in Serbia. The research on which the paper is based starts from the model formulated by Goran Bolin, who drew on Karl Mannheim's theoretical postulates. The principal question that has served as the starting point of inquiry is in what way media (as technologies and content) and related experiences affect the forming of generational belonging of media generations in Serbia, and how they influence their use of media in the contemporary digital environment. In order to understand the context of the historical development of media in the formative period of life of generation members, the paper first provides a description of the "objective media environment". It consists of key years in the development of media in Serbia, crucial social events reported on by the media, and sociological analyses that contribute significantly to the understanding of each of the generations studied. For the purposes of the second and third level of analysis, a focus group study was carried out with members of three generations. Using the classification proposed by Oblinger and Oblinger, also used today by the Pew Research Center, the generations have been defined as (1) the Post-war Generation or Generation P (1946-1964), Generation X (1965-1980) and Generation M or Millennials (1981-1995). Their members were born before the intruduction of commercial intenet in Serbia, and grew up in different media and social environments. The second level of analysis, which Bolin terms the "subjective media environment", involved a phenomenological approach to the study of generation members' recollections of "first contacts" and subjective experiences contributing to the creation of a sense of generational belonging. Then, in order to establish which specific generational patterns are manifested in the contemporary media environment, an analysis was conducted of the way in which members of different generations use media today, which is the very reason they can be referred to as media generations. The research has highlighted the importance of two formative life periods; also, it suggests that it is in fact media generational units that manifest their specificities within each of the defined generations. In addition, it has been found that media generations can be distinguished not only according to their current media habits, but also according to the way they perceive the role of the media in society, the expectations they have of the media, and their understanding of their own position as users of these media. Thus Generation P, as the "generation of traditional media", perceives media primarily as content. Generation X, as a "mix of radio/music and internet generations", sees media primarily as technology that offers various possibilities. Generation M, on the other hand, can be said to be the first "networked generation" for which the media are a space that enables them to be continuously connected to others, and in which they can obtain information, find entertainment, and study/work.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

PurposeThe purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.Design/methodology/approachA sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.FindingsThe findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.Practical implicationsThis paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.Originality/valueThe paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

Generation M – der anwaltliche Berater 4.0

Gegenstand dieses Beitrags ist die Frage, ob angesichts der bisherigen Beobachtungen zur Entwicklung der Mediation als alternatives Konfliktlösungssystem und dem sich abzeichnenden Konfliktpotential eines Generationenwandels innerhalb des Wirtschaftslebens auch eine neue Generation von anwaltlichen Konfliktmanagern erforderlich ist. In der Folge werden drei Thesen vorgestellt in dem Versuch, etwaige Kernaufgaben bzw. Verantwortlichkeiten und entsprechend erforderliche Kompetenzen einer neuen „Generation M“ zu antizipieren.

The New Cool

A review of the popular book, Generation M: Young Muslims Changing the World, by advertising industry professional and Muslim writer, Shelina Janmohamed. Muslim women are turning to religion in greater numbers, but Janmohamed's characterisation of young, modern Muslims leaves out those who define themselves in other ways - including those who support mainstream feminism.