This is paradox, but even today, when the world is changing rapidly and becoming more and more advanced, when we by any means are trying to keep up with the train titled “technology”, which is flying at a rate of knots, the fundamental values and traditions of communication remain the same.

The new generation — Generation Z — is radically different from its predecessors. Firstly, they are the children of technologies. People say that they learn to use the Internet before they learn to talk. For present-day children, unlike previous generations, technology is not a supplement, which they need to learn to use as and when required: for them it is an inborn way of life. The maturing generation are creative realists, who get used to live in a global, never-ending flow of information. They are multifunctionalized people, they sometimes are too superficial and unable to catch the essence, extremely individual, but at the same time open-minded. A generation for whom there are no bounds — neither geographical nor technological.

 Commercial will become unacceptable

Communication habits change together with the generation. Even today mass media, as one of the key sources of information, are trying to adjust to the changes. With the advent of the first websites the theory about the disappearance of print newspapers and magazines seemed a forecast, which was difficult to perceive. But today the future of paperless media is not surprising for anyone and it is accepted as a logical sequence of events.

Today mass media face an even greater challenge — a completely different view on the content and its presentation. According to the data of the most recent Page Fair and Adobe research, there are 198 million Internet users around the world, who use Ad Blocking software. Over a year the number of such users increased by 41 per cent. So it is a simple thing to predict that a common commercial will provide less and less profit to companies in future, as there just will not be any users to provide traffic. As a result companies will have to break their heads over the way to gain profit.

 We are ready to pay for high-quality information

It is because of dying print media and our desire to survive for a long time we have been observing how skillfully Internet commercial is changing its characters and extending the range of its features: banners, news sheets, viral videos, content marketing, and so on. The creators of commercials have a fairly vivid imagination, that’s why in the near future the formats of commercial will rapidly multiply and there will be plenty of unique ads, though it can turn out a waste of time. If a present-day generation of users still have enough patience, but by little begin realizing that a “free” content is based on the hidden millions, which are made from our attention, then the new, maturing Generation Z will be far less tolerant towards anything that will distract their attention and annoy them. This generation of realists, in fact, doesn’t understand how anything can be imposed by force. When they need information, they want to get it quickly and only that particular data they are looking for, that’s why the new users will lay more rigid demands on the content quality. What is more it will be much harder to cheat this generation, which is so highly advanced from a technological point of view, as well as to slip them some hidden ad. And those who cheated once will be immediately blacklisted. Furthermore the «technology» children don’t see any problem in paying for virtual content, they don’t need to feel any goods by hands and put it into their pockets, unlike people of other generations. That’s why Generation Z is, probably, eager to pay for efficient content without any annoying commercial. And it will be an honest concert between a supplier and a recipient of the information.

Content will be created by the whole world

The moment when mass media will have to change dramatically is rapidly approaching — it means not just provide and monetize high-quality content, but to think out how to draw attention of the new readers. Content fundamentally changes the format. Today we have a perfect synthesis of written, audio and visual content. What is more, the popularity of social networks has shown that communication is no longer a one-way road, where information is just provided and received. Today we have an all-powerful two-way road, where a reader, listener, viewer and all of them in one user wants to be a part of the content, i.e. to respond to the provided information through comments, messages, photos, videos, articles, and so on. It seems that in future people will be more intensively incorporated in communication process and the creation of content, in particular — Generation Z, who are already active to a large extent. Today it is quite difficult even to imagine what mass media will be like in a decade, and in which way we will receive, create and accept the information. There are lots of suppositions that the written text will disappear, as we already have programs that give voice to what is written; and the popularity of videos provides the same thoughts. Well, we can only guess. If a transfer of the information by means of written texts disappears, it is likely to change just its format.

Time changes, values stay the same

Actually the situation that we observe is quite paradoxical. The world, in particular, the technology is rapidly changing and developing. Every day we want to do everything faster, more accurate and easier than the day before. On the other hand, a person’s desire to spread and receive information has not changed since the days of the primitive era. Communication is one of the fundamental values ​​of the society, and there is good ground to say that we, people, are social animals. It is vital for us to share information and believe in what we learn — in such a way we feel safe. We have always valued contacts and trust. We need to feel trust towards each other and expand communication network of contacts — the larger and more reliable it is the easier it’s for us to create our future. People of the new generation are very open-minded and honest, that’s why they will appreciate efficient communication to a large extent and respond to the trampled trust more painfully. That is why it is likely that mass media as the main source of information will not disappear — people will always need efficient content. Though the core is that only high-qualified professional experts have skills to create such a content. Of course, if we remind the activity of the new Generation Z and their passion to be a part of the information, it’s likely that a journalist’s status will go beyond today’s usual bounds. So, we faced a chance to live in the era of interesting transformations: it seems that the world is changing, but the values remain the same. We just shouldn’t forget about them.