Motivation to Use Media and Communication Channels by Russian Students

The paper presents the results of data collected through a survey of students in three Russian cities (Moscow, Nizhny Novgorod and Rostov-on-Don) on the subject of media communication channels and motives for using them. The study examined the media consumption of Russian students, specifically, the use of traditional media, Internet, television, radio, as well as newspapers, and magazines. The data was obtained, systematized and interpreted. The study explored the reasons why young people refuse to watch television, listen to the radio, and read printed newspapers and magazines. We analyzed patterns and motives of Russian students' use of social media and messengers. The study collected data on key smart phone applications used by Russian students, their main uses, and the role of smart phones in the lives of Russian digital natives. We focused on the issue of media credibility among young people. Based on the data obtained, a cluster analysis was carried out, which made it possible to identify 6 main clusters of media consumers with a clear predominance of one - those who use web sites and instant messengers as the main source of information and communication with a high level of trust in them. This type of media consumer is distinguished by the lack of use of TV as a source of information, print media, and low trust in radio. This empirical research is guided by the theoretical context of mediatization as a process and condition inherent in modern society and by the description of digital media culture as the dominant environment for socialization and self-actualization of representatives of generation Z.