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THEME OF “NEW LOST GENERATION” IN THE PRODUCTION OF PREŠOV NATIONAL THEATRE

100%
Knopová E.
Slovenské divadlo (Slovak Theatre)
|
2017
|
vol. 65
|
issue 3
229 – 250
EN
The author elucidates the concepts of generations and generational affiliation, while focusing on various names and characteristics referring to a group of young people born during the 1980s and early 1990s. She introduces Generation Y, also called Millennials, and gives a short characteristic of a generation referred to as the Lost Generation, the Set-aside Generation, the Scarred Generation. She captures the external manifestations of the generation together with inner mechanisms and motives resulting in these manifestations. Using the example of Prešov National Theatre (PND) and its production, she introduces a new concept referred to as a “New Lost Generation”. The author endeavours to define it in Slovak context through the partial analyses of the plays included in Prešovská trilógia (Single radicals (2013), Kindervajco (2015), Good place to die (2015).
2
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FAMILY FORMATION BETWEEN SERBIAN MILLENNIALS

88%
Mirić N.
Sociológia (Sociology)
|
2022
|
vol. 54
|
issue 6
513-543
EN
The starting point of the paper is that the Millennials highly rank professional achievement in their lives; therefore, education and career are crucial for family formation decision-making. The author started from the fact that the specific socioeconomic context of living in Serbia can create an obstacle to parenthood. The paper aims to examine the multilevel predictors of entry into parenthood among Millennials. A multilevel analysis based on the EU-SILC survey data served to study family formation as a function of individual, partner's and household socioeconomic characteristics. The results suggest that a large part of the variations in the age of entering into parenthood can be explained by individual and partner's socioeconomic characteristics, while household characteristics are not significant. The findings confirm the importance of professional achievement as a "precondition" for family formation, which is reflected through education among women and economic stability among men.
3
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Mobilne pokolenie wyboru? Migracje międzynarodowe a płeć i role rodzinne wśród Milenialsek

63%
Pustułka P., Winogrodzka D., Buler M.
Studia Migracyjne - Przegląd Polonijny
|
2019
|
vol. 45
|
issue 4 (174)
139–164
PL
Chociaż migracje Polek cieszyły się dużym zainteresowaniem naukowym, szczyt rozwoju badań genderowych dotyczących wyjazdów zagranicznych objął przede wszystkim doświadczenia kobiet migrujących w latach 80. i 90. XX w., aż do pierwszego pięciolecia poakcesyjnego (2004–2009). Soczewka pokoleniowa oznacza, że badanymi były przede wszystkim migrujące Polki z pokoleń baby-boomers i X. Dekadę później migracje kształtują biografie Milenialsek, jednak wyróżniające je doświadczenia mobilności nie są szczegółowo eksplorowane poza kontekstem rynku pracy. Opierając się na materiale empirycznym z projektu „Paczki przyjaciół i migracje” (2016–2020), w artykule analizujemy wzory migracyjne wykształconych Polek z pokolenia Y. Pokazujemy decyzje mobilnościowe Milenialsek oraz śledzimy relacje między płcią a rolami społecznymi w życiu osobistym i rodzinnym młodych kobiet. Wskazujemy na nowe wzory migracji „mobilnego pokolenia wyboru”, a także stwierdzamy, że o ile pewne relacje i role rodzinne Milenialsek uległy transformacji, o tyle sprzężenie mobilności z macierzyństwem zdaje się mniej podatne na międzypokoleniową zmianę.
EN
While many studies have focused on the international migration of Polish women, the main wave of gendered research has covered the experiences of women who went abroad during the 1980s and 1990s, up until about five years after EU accession (2009). As such, from a generational stance, existing studies have investigated the mobility paths of Baby-Boomers and Generation X. Today migration shapes the biographies of Polish women from Generation Y (i.e. Millennials) who have traits that potentially differentiate them from mobile women in the past and in areas beyond the labor market. Drawing on empirical material from “Peer-groups and Migration” study (2016–2020), we analyze international mobility pathways and migratory decision-making processes of educated women from Gen Y and investigate how mobility intersects with gender and social roles in family/ personal life for Millennials. We argue that the „mobile generation of choice” engages in new forms of migration. Although certain family roles have changed among migrant-Millennials, the motherhood/mobility junction remains less prone to generational shifts.
4

Goodvertising as a Paradigmatic Change in Contemporary Advertising and Corporate Strategy

63%
Minár P.
Communication Today
|
2016
|
vol. 7
|
issue 2
5–17
EN
One of the latest and very important trends in contemporary advertising is ‘goodvertising’, i.e. the inclination of brands to communicate about topics of goodness for the whole of society, and even on social change. Those topics are not directly related to their business strategies in the strict sense of the term. The companies, corporations and businesspeople behind these brands are making their advertising say that they are interested in something more than just sales curves. Goodvertising expresses a new type of marketing and branding: cause marketing and ‘brands that care’. This is the sign of great changes underway in corporate business and communication strategies. The article is based on an assumption that these changes have been the reaction to the generation of so-called Millennials and their lifestyles and preferences. This is a generation which has also brought – along with its perception of the world – a complex change in the economic as well as cultural setup of society as a whole. Millennials demand ‘purpose’ from companies and corporations, and therefore prefer brands that care. This is the reason for the birth of goodvertising, as a brand’s statement on serious issues which affect society, often with the intention of changing the world and human thinking. In advertising, to which the metaphor of “mirror of the society” can be applied, the attempt to change the world is a matter of paradigmatic change which has the potential to bring about a fundamental re-definition of life, both in economic terms and in terms of culture and civilisation.
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