VIRTUAL MASK OF MILLENNIALS
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Millennials are the first generation that lives both in a real and a virtual space from a very young age. Creating real identity is influenced by the cyberspace representation of their self and vice versa. The psychological impact of virtuality on this generation is noticeable, as evidenced by the two mentioned studies. Here we can observe the masking of identity, i.e. the creation of false, conscious identity. Subconscious factors that affect identity and self-reflection of an individual and society play an inseparable part. The aim of the study is to better define the behavior of Millennials in the cyberspace in terms of representation and mask of identity. To achieve the results, a questionnaire survey was conducted among students of the Faculty of Massmedia Communication, supplemented by the results of a photographic experiment on the perception of self in the Internet environment and in reality.
Authors and Affiliations
Juliana Odziomková
Keywords
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