Exploring the Blogosphere: Young Russians in the light of blog-culture

1. Exploring the Blogosphere: Young Russians in the light of blog-culture

2. Exploring the Blogosphere: Young Russians in the light of blog-culture YOUNG RUSSIANS: GENERATION 2000 • Generation 2000: people aged 18-30 y.o. • Young and promising. In 5-7 years they will strike the keynote in society • Marketers dream about winning their loyalty. Every second research project is devoted to the young consumers • Studying young people coupled with obstacles. Traditional research methods, such as focus groups and in-depths do not work

3. Exploring the Blogosphere: Young Russians in the light of blog-culture RESEARCH METHOD • Exploring the BOGOSPHERE • REASONS: • Virtual means of communication are very important ones for the generation 2000 • As of February 2008, in Russia the number of blogs exceeded 3.5 million and, moreover, that number is expect to triple each year • Blogs are a dominant culture-forming influence • CLIENTS’ CRITICISM: • Bloggers always lie. The “virtual identity” is a fake one • Bloggers do nor represent the entire young generation

4. Exploring the Blogosphere: Young Russians in the light of blog-culture TWO GENERATIONS – TWO WORLDS • Generation 1990 vs. Generation 2000 • “The landmarks have changed” • Many marketing and advertising strategies persist in following decade-long stereotypes

5. JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE

6. Exploring the Blogosphere: Young Russians in the light of blog-culture JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE • 1990s generation was extremely hard working, 16-18 hours a day • Work and career were principal values in life – all the rest is not important • Dreamed of working in big corporations as lawyers, commercial and finance directors • Eager to take up any business – from the fur coat and napkin trades to private cabs and security operations

7. Exploring the Blogosphere: Young Russians in the light of blog-culture JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE • Present-day young people look askance at career idea • Don’t buy into the value of work, which is associated with money-making only • Don’t want to work in an office, don’t tolerate working on schedule and, not ready to spend most of their time at work • Dream of professions that don’t pay a lot of money but provide more opportunities for creativity, such as journalism, design, PR, etc.

8. Exploring the Blogosphere: Young Russians in the light of blog-culture JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE • Why? • “Social lift” has stopped – no more fast promotion • Economic stabilization – no more need to fight for life • Rise of value of liberty - freedom is one of the key values, in direct contrast to “corporate serfdom”

9. BREAKOUT FROM MASS CULTURE

10. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • Admiration of the emerging consumerist society • Respect for the social hierarchy • Predominance of group norms of behavior • Naivety and enthusiasm

11. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • “Cult of individuality” • Intolerance of the “mass culture” • Acute criticism towards the “mainstream reality” • Skepticism and lack of trust

12. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • TV, cinema and stage advertising are also favorite targets for mockery • The parody of TV programs and their characters is extremely popular part of the youth culture Evgeny Petrosyan (popular parodist) Vladimir Putin, ex- president Xenya Sobchak (TV-star and reality show presenter)

13. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE “We came to enslave the Earth” – MTS, another mobile phone operator “Be mine” – Beeline, mobile phone operator

14. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE “Carlsberg is the general sponsor of Moscow gay parade”

15. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE “I use only Gillette razor”

16. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • Young people merely ignore all forms of political activity • don’t participate in elections • Any form of political activity becomes the object of satire • Attend various political events, but their basic motivation - to have FUN

17. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • Absurdist “flash mobs” as an expression of young people skeptical attitude towards everything Slogans “No colonization of Mars”, “No exploitation of Siberian savagery in modern art”, “404 not found”

18. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • Parodies, • Total skepticism • Flash mobs Unconscious protest against: • hackneyed thinking, • correctness, • tunnel vision of political and social life, • lack of new ideas

19. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • Escape from civilization and downshifting • Popularity of “hitchhikers movement” • “Movement southwards” — to India, Thailand and Vietnam — has recently started

20. Exploring the Blogosphere: Young Russians in the light of blog-culture BREAKOUT FROM MASS CULTURE • “We belong to the last generation of travelers. The world is sweepingly getting uniform: asphalt, democracy and dollars quickly spread all over the planet surface. • Ancient fortresses, monuments and ruins, discovered by the archeologists and travelers 100-120 years ago, became tourist centers, ticket collectors and sellers of postcards and souvenirs graze around each ancient temple or a pyramid. • Uniform goods are brought aboard the steamers to the port worldwide: asphalt roads are constructed everywhere; crafts and local lifestyle are dying, coca-cola, Kodak-service and jeans are coming instead. • “Travels are replaced with tourism, world is reduced to a common denominator, is becoming more convenient and less exciting”. (quoted from the website “Academy of Free Travelers”)

21. DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”

22. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • recent changes in the value system and lifestyle have exerted a strong influence on purchasing behavior 1990s • Conspicuous consumption • Idolization of status • Brands are “status-denominators” 2000s • Status is no longer an absolute value • Brands help to form one’s own style and individuality • Combination of cheap and expensive brands and non-branded items

23. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”

24. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”

25. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” Ira is wearing: Trousers – made by her friend-designer T-shirt – Diesel Shoes – Chie MIHARA Frontlet – Extra Glasses – Cotton Club Pants – DSquared Inna: “Unfortunately, I don’t remember at all where I’ve bought the clothes I am wearing. All the articles of clothing are of some unknown brands”. The photos are taken from http://www.street-fashion.ru

26. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • On the whole, today’s urban Russian youth pay less attention to the process of purchasing commodities and services: • Shopping is an unpleasant and time-consuming obligation • “Consumerism is primitive” Yet, there are some exceptions • Consumer electronics, Internet, PC, etc. • Hobby-related goods

27. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • Generation 2000 is a very skeptical one: • Do not believe advertising • Do not trust mass media • Are very skeptical about any PR campaign • A new “semi-expert” attitude to advertising has taken shape “Companies aspire to conciliate our good attitude and bombard us with ads and PR activity. ОК, we’ll regard these attempts with interest.”

28. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • Young people like bright, non-standard, “smart” advertising: • Elegant advertising campaigns which achieve maximum results at minimum costs

29. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • Mass ad campaigns with million-dollar budgets

30. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • “Primitive”, deceiving advertising Credit at 0% Send SMS to 1717 and get the prize

31. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • Young generation developed allergy towards “enthusiastic” ads advocating consumerist, bourgeois, “mainstream” values

32. Exploring the Blogosphere: Young Russians in the light of blog-culture DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY” • Despite their declaration of downshifting values, they are still, “children of the consumption society.” • They can not imagine their life without “luxuries of civilization”

33. IMPLICATIONS FOR THE FUTURE

34. Exploring the Blogosphere: Young Russians in the light of blog-culture IMPLICATIONS FOR THE FUTURE • “achievement” values such as status, success and high levels of consumptionare replaced by individuality, freedom and varied life experiences • Within several years, the attitudes/values of “generation 2000”, which is so different in values and behavior from today’s average Russian consumer, will become the norm.

35. Exploring the Blogosphere: Young Russians in the light of blog-culture IMPLICATIONS FOR THE FUTURE • From a marketing point of view, this shift in values implies the need to change the promotion strategies of various goods and commodities: • placement of mass, “universal” brands on the market will lead to complications • The market will face increased segmentation and a growing number of brands • Consumption models, based upon psychographic characteristics of the audience will become increasingly important and widespread • Active use of downshift values in advertising (especially in that of youth brands) • Brands with the most effective interaction between the marketers and consumers will be most successful • Significant changes lie ahead for the advertising industry: new media, new forms and undoubtedly new scenarios