Target audience: youth. The concept of the youth wing of MK target audience is youth

Our analysis of advertising in youth magazines shows that 90%, or even 100% of articles for young people are aimed at selling a product or service well. Research from both entertainment and serious magazines shows that every article is aimed primarily at the young person as a buyer. In entertainment magazines, there is no difference between articles and an advertising module in terms of the purpose of influencing young people; the only difference is that the style of the article, of course, differs from a short advertising message.

Let us dwell on the means of selecting young people as the target audience.

The youth target audience refers to the people at whom a particular advertising or sales promotion campaign is directed, while the target market is those to whom all components of the marketing mix are directed. Therefore, the target audience of a particular campaign is a subset of the target market.

Young people, as a group of buyers, only become a target audience when a company decides to target them with promotional activities. The group of possible buyers becomes the target of advertising and promotion, and from a communication point of view, the audience for a specific promotional campaign.

Typically, only one group of consumers is selected as the target audience. However, sometimes it makes sense to define a primary and (usually another) secondary target audience.

For example, for an advertisement for Sony, a large manufacturer of audio and video equipment, the primary target audience may be fickle consumers of this brand, and the secondary target audience may be fickle consumers of other brands. Also, often the goal of campaigns is not only to attract “new” customers from other groups, but also to retain “existing” customers who are loyal to the brand. Thus, the advertising campaign for Nevskoe beer was designed not only to attract beer lovers, but also to retain young loyal customers of the brand.

Loyal private-label consumers typically form a secondary target audience for new campaigns aimed at other customer groups. An additional goal of most of these campaigns is to maintain brand loyalty.

The words "primary" and "secondary" do not refer to the size of target audiences, but to the concept of leverage, which is explained below.

Once you've chosen your target audience, you can begin to define your goals for consumer behavior. Target behavior is the expected behavior that should result from an advertising campaign and is observable and measurable. This is the so-called actual behavior

From the point of view of youth behavior, there are only two main target reactions: making a trial or repeat purchase. However, these reactions can be refined by the following parameters: action (whether or not to try a new type of product), pace (how often to buy a particular brand), amplitude or quantity (how much product to buy at one time), time (when to buy), consistency, or, in other words, “resistance to cessation.”

Table 6 lists the typical target behavioral responses of young people, who can be divided into five buyer groups. The type of behavioral goal depends on whether the purchases involved are trial or repeat purchases.

Table 1.

Targeted behavior of youth.

Target youth audience
	New users of a product category	Loyal to other brands	Direct consumers of other brands	fickle brand consumers	Brand loyal
Goals for trial purchases
Product category sample	+
Brand sample	+	+	+
Re-testing the brand
Repeat Purchase Goals
Maintaining purchase levels
Increased level of purchases
Increasing the size of a one-time purchase				+	+
Reducing the size of a one-time purchase
Speed up your purchase
Slowing down the purchase process

Thus, for new users from the youth category, the target reaction is to make a trial purchase either in a product category or a specific brand. In general, getting a buyer to test purchase a fundamentally new product is much more difficult than convincing him to try just a new brand. The reason is that the consumer must learn about the benefits of the product category itself before they can appreciate the benefits of our brand.

For loyal young buyers of other brands, the primary target reaction is to try a new product or try it again if they have already purchased it in the past. The next goal is to increase the level of purchases. Interestingly, this may soon be replaced by the goal of “maintaining purchase levels”, since if the attention of this group of buyers has been attracted, they are likely to transfer their loyalty to the new brand.

For non-loyal consumers of other brands, the same goals are outlined as for loyal consumers of other brands. However, given the behavioral patterns of this group, there is a good chance that they have tried the new product in the past. Therefore, instead of testing, they are often required to try a new sample, and subsequently increase the number of purchases. In the early stages of a product category's life cycle, sales in that category may increase and fickle consumers may become loyal customers of our brand. In later stages, inconsistency will become normal behavior for these buyers. We can only hope that they will at least occasionally buy our product.

The goal for fickle young buyers of a new brand is repeat purchases. They already buy this product, but do so occasionally. The investigator needs to increase the frequency of these purchases. In addition, you can set a number of other goals (for those who are fickle and loyal to our brand):

buy more product at a time - from the buyer’s point of view this is called “stocking up”, from the seller’s point of view it is called “loading buyers”;

speeding up the purchase process is another way to “load” customers with a product. This goal is set when there is a threat of the emergence of new competitors or the need to quickly sell out inventories;

For brand-loyal customers, the most typical (but not necessarily easily achievable) goal is to simply maintain their purchasing levels. As can be seen from Table 6, for customers loyal to the brand, other goals may be outlined, relating not so much to a permanent increase in sales (in the long term it is already approaching the maximum possible), but rather to short-term growth in the form of increasing the volume of one-time purchases (temporary stocks) or accelerating sales . Accordingly, if necessary, a goal is set: to reduce the purchase volume or slow down sales.

§2. Features of advertising in general youth magazines

Advertising in general youth magazines, such as Cool or Ptyuch, etc., is similar to advertising in consumer magazines. Consumer magazines, compared to television, newspapers and radio, do not have the ability to reach a wide audience.

In Western countries such as the US, UK and Australia, only 50% of young people read magazines more or less regularly. Of these, only 89% of readers are likely to see a magazine advertisement (the average number of readers who flip through each page). The percentage of readers who will actually pay attention to advertising is 49%, and 42% of readers will notice the brand. However, only a few of them (11%) will read more than half of the advertising text, that is, 22% of readers who paid attention to the advertisement. Recommended adjustment factors for magazine advertising for young people are given in Table 4 (coefficients are entered according to two parameters - format and color).

So, for example, if one page in a consumer magazine is taken as the standard advertising format, then increasing it to two pages (spread) will increase the likelihood of initial attention by 30% (index = 1.3 contacts).

Table 2.

Correction factors for advertising published in youth magazines.

Adjustable factor	Index
Ad Size Multi-page insert Double page spread One page (standard) 1/2 page
Ad color 4 colors (standard) Black and white
Location in magazine Second cover page First third of the magazine Second third of the magazine Last third of the magazine Third cover page Fourth cover page
Unadjustable factors
Right page Editorial on opposite page	1,0

Interestingly, a multi-page ad (index = 1.3) attracts no more attention than a two-page ad, unless it is designed as an insert, in which case it receives a 60% increase in attention (index = 1. 6). Attention to a half-page ad is 30% lower than to a standard one (index = 0.7). However, various combinations of magazine advertisements are possible. An index of 4 can be achieved by placing four one-page or three two-page ads. Similarly, index - 2 can be achieved using two single-page ads or three half-page ads.

The advertising format (size) effect occurs in all magazines, regardless of their page format. For example, a one-page ad in OM magazine with a "standard" page size will not attract more attention than a page ad in a small-format Leisure magazine. This is because readers involuntarily adapt to a particular magazine format, so a full-page ad attracts the attention that a full-page format should attract, regardless of the size of the page itself.

In terms of color, multi-color (four-color) advertising has become standard in youth magazines. Compared to color, black and white advertising loses 30% of attention. While this "drop" may be due to fewer advertisers placing black-and-white ads in magazines, it also counters the prevailing belief that black-and-white ads will stand out against a color background. An intermediate option with a 20% loss of attention compared to a four-color ad is a two-color ad, black and white plus one color.

Another parameter of an advertisement that advertisers have long considered very important in attracting the attention of young people is its placement in the magazine. However, it turned out that only placing an advertisement on the cover (on its inner and outer sides) helps to increase attention to it, and a maximum 30% increase (index - 1.3) can be achieved by placing it on the last, 4th page of the cover.

Illustration is the most important element of magazine advertising. The viewing time for an advertisement in a magazine is about 1.65 seconds. Most of it (70%, or 1.14 seconds) is spent on viewing the illustration and only half a second on “studying” the title or logo. It is almost impossible to get readers of youth magazines to even look at an advertisement without a “picture.”

The illustration format and some mechanical characteristics of the headline alone—regardless of the content or “meaning” of the illustration or headline—resulted in a 40% change in attention to magazine advertising. Therefore, the larger the size of the illustration, the more attention it attracts. In most cases, not including large illustrations reduces the attention to the ad so much that all other parameters no longer matter. However, it is worth noting that a large illustration has an insignificant effect on the persuasiveness (formation of attitude towards the brand) of informational advertising, but a huge impact on the persuasiveness of transformational advertising.

In most cases, the headline is the second most important structural element of a magazine advertisement. If 49% of youth magazine readers pay attention to the illustration, then 30% will read the headline. The second most important thing after the illustration is the brand name or its logo.

The headline in a youth magazine should be short - from one to eight words if low-involvement products are advertised, and from one to five words if high-involvement products are advertised (the number of readers decreases by 29% for a headline of six to nine words and then in this proportion) . In addition, the title should take no more than two lines. Analysis of the process of reading magazine advertisements allows us to conclude that the location of the headline relative to the illustration (above or below it) does not affect the percentage of those who read the advertisement itself.

Headings with affirmative and negative meanings can also influence attention to advertising in youth magazines and arouse interest in its content. Affirmative or positive (not containing negation) headlines cause “normal” attention to advertising (50%) and significantly increase the number of those who read its content (16%). Negative headlines containing words such as “stop”, “refuse” or “no” significantly reduce attention to the ad (by up to 37%) and sharply reduce the number of readers of the main text of the ad (by up to 4%). This again reinforces the fact that readers can glance at a title and quickly get the gist of it. The use of negative headlines should be avoided in all cases, except for one: this is a situation where the target audience is previously convinced of the opposite.

§3. Advertising in youth magazines for consumers aged 18 to 21 years.

Due to the characteristics of the audience from 18 to 21 years old in youth magazines, the initial attention to advertising published in them is quite high - 64% for four-color advertising. In addition, it turned out that for such advertising the format and color of the ad play an important role. A two-page ad attracts 70% more attention than a one-page ad, and a four-color ad attracts 20% more than a black and white ad. This may be due to the trend toward small, mostly black-and-white advertisements in youth magazines. This is why large color advertisements stand out so favorably against the general background.

Advertising placed on the double page spread of a youth magazine has a significantly greater impact on attention (increased attention by 70%). This may be because large advertisements are unusual in youth magazines, or because readers have greater respect for advertisers who place large advertisements.

As for color, as already noted, black and white ads are considered standard. Adding one color (two-color ad) increases attention by 20%, and adding four colors (full color ad) increases attention by 40%.

Another parameter is the location of the ad in the magazine. Placing an advertisement on the cover of a youth magazine increases attention to it by an average of 30%. In addition, placing an ad on the edge, without margins, leads to a small but important increase in attention. Advertising in the form of a separate insert increases attention to itself by 30%, which is explained by youth magazines opening in the place where the insert is located.

By studying advertisements published in youth magazines using visual and psycholinguistic variables, researchers concluded that illustration size was a critical factor in attracting attention to advertisements in trade magazines. Illustration size and two psycholinguistic headline variables (see below) account for 50% of the change in initial attention to advertising in trade magazines.

Two headline variables that increase attention to advertising in youth magazines include the use of personal pronouns and the number of phrasal units (sentences) in the headline.

Advertising researchers have found evidence that an introductory headline increases the readership of the body of a youth magazine ad. Question headlines, as well as headlines with the words "how" and "news" increase the likelihood that readers will read most of the ad by 14%, 14% and 13%, respectively, compared with other headlines, for which this value is about 12%.

Our research shows that we can give general recommendations for composing advertising in youth magazines aimed at an audience aged 18 to 21 years.

Table 3.

Proposals for advertising in youth magazines

Illustration.

The larger the size of the illustration relative to the rest of the ad, the better.

The illustration should have one dominant focus.

Illustrations of products or people are equally effective;

Heading

The headline of a low-engagement advertisement should consist of one to eight words, and should also be complete in semantic content and include the brand name or direct the reader's attention to it. The headline of a high-engagement ad should consist of one to five words and serve as a “prelude” to the main text.

You should always use positive headlines.

If possible, it is necessary to include personal pronouns (“I”, “you”) and nouns (brand name, benefits) in the title.

The headline can be located anywhere in the ad, even in the illustration. However, when using a visual guide, the title must be placed below the illustration. If the title itself is a conductor (verbal), it is necessary to place it above the illustration

Text

Short sentences or one or two syllable words increase attention to advertising.

Specific words and expressions (linked to images) should be used.

Brand name (including logo).

In low-engagement advertising, the brand name should be indicated in the headline or elsewhere, but in such a way that it “reads” as a continuation of the headline. The logo can be located anywhere. In high-engagement advertising, the brand name may be included in the headline or at the end of the text.

The logo doesn't have to stand out

Specialized youth magazines in all sectors, read from cover to cover. This distinguishes them from daily newspapers and magazines not aimed at young people, so advertising placed in the latter has an “equal” opportunity to be noticed regardless of where it is located.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

From the ABCs of Marketing

It is well known that when starting work on positioning a new brand, a marketer must, firstly, clearly understand the main group of its customers (target group or core target), its socio-demographic parameters, attitudes, habits and needs associated with the consumption of the proposed product . Secondly, have an idea of competitors or with which brand(s) your product is or will be compared directly or indirectly by consumers (meaning comparison in price, packaging, functional and image characteristics, needs met, communication). Third, guess or, better yet, know the answers to the questions why an interested consumer will choose your brand, and how its image can occupy a special position in the minds of consumers. Therefore, let's start dancing from the stove, that is, from the target audience.

Youth as target audience

Young people are a target audience with clearly defined age specificities. This is a group of consumers/customers, homogeneous in one respect and heterogeneous in another.

The task of brand positioning in this case is complicated by the fact that the definition of youth as the age group “from 15 or 18 to 25 years old” hides several essentially different subcultures or two or three target audiences.

It is generally accepted that teenagers think, speak and behave somewhat differently than young people aged 20 or more. Being almost the same age, they are different, firstly, because they were socialized at different times. That is, the heterogeneity of the youth audience is determined, at least in part, by the circumstances of the time.

The fact is that primary and partly secondary socialization, which characterizes a person’s acquisition of certain knowledge, habits, skills and properties, patterns of behavior that must be taken into account when positioning a youth brand, occurs precisely during the period of childhood, adolescence, adolescence and subsequent adulthood. And the conditions of the socialization environment sometimes change very quickly.

Secondly, young people are heterogeneous because their different subgroups have different social status, material capabilities, life goals, needs and interests, values and plans. Take, for example, students and workers, primary and graduate university students, rural and urban young people of the same age.

Without developing this idea further, I will only say that each individual is a carrier of the subculture of his subgroup to one degree or another, since he is socialized in the conditions of a specific social environment, regional and local community, the country as a whole, that is, the result depends on the circumstances of the place: if you want, a place of residence, in the broad sense of the word.

Add to the above the eternal gender differences, add the faster maturation of girls, and the whole picture becomes even more complicated.

There is an opinion that not only are the boundaries between subcultures conditional and fluid, but every five years all young people are different from their older brothers and sisters.
Despite this, different subgroups of young people have much in common, first of all, their pattern of behavior. It is precisely the characteristics of behavior that allow us to speak of young people as a homogeneous group. What is meant? First of all, due to their age, young people do not like to sit at home, in one place, they communicate (hang out) a lot, because they want to receive new impressions and sensations and, which should be especially emphasized, make new acquaintances. In such a model, traits of behavior that are no longer childish are clearly visible: without regard to parents, and often in spite of them.

Indeed, 18-20 years are the initial years of the most important phase of a person’s life cycle - the search for a marriage partner. Therefore, traits of adult behavior are emphasized by young people as proof that girls have already become brides and boys have become grooms.

The most advanced youth subgroup, in my opinion, are students, young people aged 18-20 with an average or lower income, leading an active lifestyle, interested in everything new. This is exactly how the target audience of the youth sub-brand “Baltika-Cooler” was described.

The model of behavior described above exists among young people regardless of their individual attitude towards beer. But it is the consumption of beer and alcohol that is part of the adult behavioral pattern accepted in our society, since the law prohibits the sale of these products to minors. Therefore, beer marketers, not without reason, believe that every young person, when buying beer, seems to demonstrate his maturity subconsciously, regardless of the formal motivation for such behavior (among the motives may be the desire to shock others - peers and/or elders, fashion, etc.). P.).

A marketer, generally speaking, is not interested in the etiology of a change in the behavior model of young people, in particular, the transition from a youth model to an adult: he takes this fact as a given. For him, it is much more important that the purchase of beer by a young man can be interpreted as an action that has some hidden, secret meaning. This interpretation is based on the theoretically based idea that the acquisition of a certain brand of beer in the appropriate circumstances of a place and time is a concomitant element of the procedure for satisfying the basic needs of an individual.

The basic need of young people (18-20 years old) for this drink is communication, self-identification of the individual as an accomplished person and gaining recognition in the reference group.

Baltic focus group participants described it this way: “Be accepted in the company! To do this, you need to be interesting to your peers, which means being aware of everything new and knowing fashion trends.”

While working on the Cooler project, we considered that a new Baltic sub-brand in the hands of a young man should be perceived by his peers as a kind of signal: “I belong.” As a kind of “pass to the company” (show-off - at the stage of entering the party) and as an identifier (already one in the party).

Naming

The name is the first thing consumers learn about a new brand. The name is the first element of any contact between a product and the consumer, and the name development process is the initial stage of brand development. According to Arseny Soldau, president of the Soldis branding agency, naming is “the formation of a linguistic designation for a brand, which is part of the complex of building a holistic brand image. It includes visual and auditory embodiment and is designed to display the image and legend of the brand, determining the specifics of the future life of the product. The motive of the name has a strong influence on the subsequent materialization of both the brand itself and the creative concept of the advertising campaign, since naming is the most important appeal to the consumer’s consciousness, a key and environment-forming link in the broad associative field of the brand.”

When starting to develop the name of a youth brand, marketers must be aware that developing a good name is a complex, labor-intensive, lengthy process that requires great professionalism of the performers, special knowledge, and a clear understanding of the goals and objectives facing the new brand.

The process, of course, begins with the stage of identifying and assessing the psychological characteristics, value orientations and norms of a potential buyer of a product, his needs and requirements. The number of names discussed at this stage can reach several hundred (at least this happens when choosing the name of a beer brand). Summarizing the recommendations of naming experts, we can say that good names should:

convey the essence of the product;
emphasize the uniqueness of the product;
capture the consumer's attention;
sound consistent with the brand image;
be easy to remember;
create an audiovisual image in the consumer’s memory;
inspire confidence and evoke positive emotions.

Marketing experience shows that in practice some of these requirements are used “by default”, and in discussions about the name of a product, marketers are guided by two main criteria:

adequacy of the perception of the name (both visual and auditory perception, as well as mental, emotional and motivational preferences of consumers are taken into account);
compliance of the name with the buyer’s expectations (an analysis is made of whether a product with this name will help increase the consumer’s personal self-esteem, whether it will increase the status of the brand owner in the eyes of the reference group, etc.).

So, applicants for the brand name undergo casting. From among the finalists, two or three names are selected that best meet all of the above criteria. These names are checked by a patent examiner for identity and “purity” - similarity to existing names. It’s not for nothing that in Japan they say that a name is destiny. Let us note in this regard that although the name is the most important element of branding, it affects the success of brands in the market only in conjunction with a visual image, clear positioning and communication strategy. Of course, all world and domestic practice proves that a memorable, bright brand name that evokes positive associations among the buyer allows us to develop and conduct successful advertising campaigns for the launch of new brands. However, there are no methods that reveal the dependence of a brand’s success on its name, allowing for programming success. But you can complicate the life of a brand with an unsuccessful choice of name.

I would like to emphasize the special importance of naming for youth brands. And that's why. Young people have their own “bird” language, which is constantly changing. Every year new expressions appear, often serving as inspiration for marketing communication campaigns. Therefore, the brand name must be understandable to the youth masses, and it will have to be found by going between the extremes of vulgarism, lisp and mentoring. Flirting with the target audience by trying to use rapidly changing youth slang and shocking words in naming and communication is a rather risky tactic that can result in strategic miscalculations in the long run for both the brand itself and the category as a whole. For example, the market share of the scandalously famous youth brand “Klinskoe”, whose advertising at one time gave rise to a storm of anti-beer rhetoric, is not increasing despite the constant launch of new products by Sun Interbrew (“Klinskoe Arriva” in 2004, “Klinskoe Ultra” in 2005 and “Klinskoye Wow” in 2006).

The advertising concept is built on brand names and their derivatives. Examples include the concepts of such major youth beer brands as Cooler, Sokol and T (see figure). However, a discussion of advertising concepts is beyond the scope of this article.

Let's return to "Cooler". I remember how difficult it was to decide to abandon the figure - for the first time in the history of Baltika. The name of the new brand was not born suddenly. We struggled with it for almost a year. The name “Cooler”, like other finalist names, was tested in focus groups after checking for legal purity. The following associations associated with the name “Cooler” were identified among potential young consumers:

cool, good, fashionable;
fresh, cool;
computer (personal computers include a processor cooling fan called a cooler);
party, company.

Older people perceived this word completely differently. The brand name "Baltika Cooler" - a modern, fashionable-sounding brand name - was initially met with hostility by members of the company's board and was resolutely rejected by them as conjuring up an association with profanity. I remember these sayings well, but, as Goethe said, “I do not have the courage to reproduce them...”. The reasons for the rejection of this name, in my opinion, were inertia, fear of everything unusual, and habit.

Habit explains a lot in the process of name formation. When in the 1990s, at the stage of filling the market, brewing companies in Russia began to search for a name for their national brands, they did it “without much ceremony,” but with an eye on competitors. Remember such consonant brand names as, for example, “Solodov” - “Bochkarev”, “Bochkarev” - “Golden Barrel”, “Three Bogatyrs” - “Three Bears”. But the name, first of all, should help the new product stand out from its competitors. An unusual name that stands out from the crowd is best remembered. Secondly, the name must ensure the creation of its own niche in the market, evoke an emotional response from the consumer and provide the new brand with legal protection. To solve this problem, you need to evaluate existing names/brands promoted by competitors.

Competitor assessment

When developing each and every element of the marketing mix of a youth brand, including the product itself, its name, price and packaging, special attention should be paid to comparing the positioning of the brand being developed with its competitors. For Cooler, we analyzed the repertoire of beer brands among Russian youth, identified potential “first and second circle” competitors for the launched brand, etc.

It is important to understand that the majority of consumers aged 18-20 have not yet developed a stable attachment to any one brand. As consumers, they can be classified as the “seekers” type (segment). However, the share of committed consumers among young people is higher than among all consumers of premium brands. At the same time, the share of 18-25 year old consumers for the Baltika brand in 2005 was smaller than that of competing brands. As marketing research into market segmentation shows, young people are the most active consumers: they drink a little less than a third of all beer sold in Russia.

Let us pay attention to the fact that brewers cannot experiment with the tastes of licensed brands, but they manage to invent new varieties with excellent taste. But new varieties and brands will be successful only if marketers have not made a mistake with their positioning and skillfully organized promotion and distribution.

Price and design

The price of a youth brand should not be too high. Your new product should be accessible to poor young people who are accustomed to youth brands from other companies. And in order to become a real rival to its competitors, a new brand must be both different and somewhat similar to them.

Brand values and image

By buying a youth brand, a young person “acquires values that cannot be measured in rubles,” first of all, identity with his own kind, which opens up the opportunity for him to communicate with peers. Professionals say that de facto there is a “transfer of the non-utilitarian value acquired by the consumer, associated with the situation of his consumption (at parties, discos, nightclubs and other similar cases) to the brand.” They are seriously discussing how the values of brand A differ from the values of brand B. In my opinion, it should be clearly understood that the so-called brand values are essentially a myth constructed by marketers, convenient for use in advertising and when building the image of a beer brand. But nothing more.

Cooler also has such a myth. At its core is the emphasis on the youthful character of the brand. In fact, due to its excellent taste, this beer can be drunk anywhere and at any time, and not just in youth groups. Drinking a youth brand of beer in situations unplanned by marketers may not correspond to the brand’s values and contradict the intended image. So what's wrong with that? “Cooler” in 2006 became one of Baltika’s sales leaders. And this is in the very first months after launch. “Baltika” still sells well to both young and not so young lovers of this drink. Draw conclusions.

As I already noted at the beginning of the article, many brand managers do not bother to follow the standard rules for creating a brand, while standard tools need to be able to use, and not just “spill water.” I remember well how the outstanding American marketer Larry Light once told me, a young marketer, that “brands don’t die on their own, managers help them do this.” Then his diagnosis struck me. Now I think that what brand managers really do is add water to marketing plans. This makes their presentations look like watered-down beer. Probably, like people, brands are sometimes “destroyed by water.”

Introduction

1. Theoretical and methodological aspects of studying leadership among youth

2. Specifics of the emergence of youth leadership

2.2 Formation of youth leadership at the regional level (using the example of the urban district of Yelets)

2.3 Qualities of a youth leader from the perspective of sociological research

3. System and technologies for training youth leaders

3.1 Features of the implementation of the youth leader training system in the public life of the city of Yelets

3.2 Project to create a system of youth leaders

Conclusion

Bibliography

Introduction

Relevance. Among the many problems facing researchers of social phenomena, the important issue is the formation and development of youth leadership, and to be more precise, the formation and development of the youth leadership system as a resource for the development of civil society. When addressing this issue, one should take into account the very nature of youth leadership in the conditions of modern civil society, its goals, objectives, conditions of emergence and consequences of existence.

If we talk about the relevance of this problem, then youth leadership was and is an important aspect of the development of civil society as a whole. The changes that began in the country back in the 80s, which subsequently led to a change in the social system, greatly changed the living conditions of the population. Russia is making an attempt to take the path of civilizational development, to form some new rules and foundations, as well as to fully form a civil society and a rule-of-law state. The institutions of the legislative, executive and judicial powers are being transformed. influenced the formation of the personality of modern youth. As a result, the problem of creating a new youth leadership system arose, since the USSR system was no longer suitable in any way. The transformations that took place during and after the collapse of the USSR opened up broader development paths for society, although, frankly speaking, there was a lot of negative stuff. Among all the negative trends for young people, positive ones also appeared, for example, ideological freedom appeared, that is, paths opened into the spiritual, economic and political spheres, in other words, freedom to choose one’s life path appeared, which is not unimportant for the formation of an individual’s leadership qualities.

Object of study - youth leadership.

Subject of study- specifics of the creation and functioning of the youth leadership system.

The hypothesis of this study is the assumption that the political processes that took place in the country during the collapse of the USSR radically changed ideas about youth leadership in general. Life situations in times of crisis required young people to demonstrate leadership qualities to a greater extent than was the case before.

Purpose final qualifying work is the creation of a system for training youth leaders as a resource for the development of civil society.

Tasks works:

1. Analyze the theoretical aspect of studying leadership among youth.

2. Consider the problems of the emergence, development and functioning of youth leadership.

3. Develop a draft system for training youth leaders.

The degree of development of the problem. When preparing the conceptual part of the work, the results of studies of youth leadership were used by authors such as: Adrov V.M. (Education and the problem of leadership), Williams K. (Youth in post-communist Russia and Eastern Europe), Ilyinsky I.M. ("Youth and youth policy”, “Youth of Russia: trends, prospects”), Lisovsky V.G. (Spiritual world and value orientations of the youth of Russia), Shpakova R. (Types of leadership in the sociology of M. Weber). The theoretical provisions of these authors made it possible to reveal the concept of youth leadership, describe its functions and formation mechanisms, and reveal the social essence of the phenomenon of youth leadership as a social phenomenon.

The following methods were used in the final qualifying work:

Descriptive-narrative is a type of scientific method, which is a system of procedures for collecting, primary analysis and presentation of data and their characteristics. The descriptive method has application in all disciplines of the social, humanitarian and natural science cycles. The extremely wide use of the descriptive method within the boundaries of scientific research is determined by the multi-stage methodology of modern scientific knowledge, in the hierarchy of which the descriptive method occupies a primary position (after observation). In my work, I used the descriptive-narrative method throughout to tell the essence of any phenomena in research work.

The method of analysis is a dialectical way of approaching the study of economic processes in their formation and development. Like other research methods, the analysis method has its own characteristics: it uses a system of indicators that describes the research as extensively as possible throughout the entire process, there is also a detailed study of the reasons for these changes, and, not least important, an explanation of these reasons and a search for relationships between them. I used this method in the first chapter, where I looked at different types of leadership, and also in the second chapter, where I analyzed the problems of forming a youth leadership system.

The synthesis method is essentially a combination or connection of different elements of the object or phenomenon being studied into one whole system. This method of synthesis is the opposite of the method of analysis, but they still have a strong connection with each other. Methods of analysis and synthesis are constantly used by humans in everyday life, since the basis of our behavior is the analytical and synthetic activity of the brain. Using this method, I brought together the various conclusions in the chapters and summarized the work in the conclusion.

Also, the work used methods of deduction and induction, based on obtaining a general conclusion based on its particular characteristics, or, conversely, from the general to the specific. I used these methods in structuring the work and considering some questions regarding the entire study.

This work contains a social project called “I am a leader.” In it, I proposed the idea of creating a system of youth leaders with the help of specially staged events.

The work consists of 3 chapters. The first chapter is called “Theoretical Aspects of the Study of Youth Leadership.” It describes the methods by which the study of this problem was carried out, and also examines leadership as a concept, its goals, types, functions, and who a “leader” is. The second chapter is entitled “Exploring the Emergence of Youth Leadership.” This chapter examines in detail the problems of forming a youth leadership system, the formation of youth leadership at the local level (using the example of the city of Yelets), and also presents the results of a sociological study on the topic “Qualities of a leader.” The third chapter is called “Planning a system for training youth leaders.” It examines in detail the feasibility of introducing a system of training youth leaders into the public life of the city of Yelets, and also presents a project called “I am a leader.”

Theoretical significance final qualifying work is predetermined by the objective need for a comprehensive analysis of youth leadership and the creation of a system for training youth leaders.

1. Theoretical aspects of studying leadership among youth

1.1 Methodology for analyzing leadership among youth.

“Leadership is a mysterious, elusive quality. Its existence is easy to recognize, difficult to describe, even more difficult to use in practice, and it is no longer possible to create this quality in others,” wrote D. Campbell. In fact, no other topic related to the organizational and social behavior of people has aroused or continues to arouse such great interest among sociologists, psychologists, philosophers and other specialists in the field of humanities. And this is not surprising: the behavior of leaders, their decisions affect the fate of many millions of people, which gives the problem of understanding and explaining the phenomenon of leadership a truly global, philosophical character. On the other hand, all people are elements of various organizations - members of work collectives, clubs, councils, commissions, etc. By participating in the management of an organization or submitting to the decisions of leaders, people experience the influence of leaders.

In modern conditions, the political and economic state of society and work collectives depends more than ever on the decisions made by leaders. The problem of leadership is especially relevant in Russia, when the success of liberal reforms and prospects for economic development depend more than ever before in the history of the country on the level of competence, training, personal qualities and morale of leaders at all levels - both from the president and to the young promising leader of a small group .

There are many ways to study the phenomenon of leadership, particularly youth leadership. Below are described those that were used in this work.

The descriptive method is a type of scientific method that is a system of procedures for collecting, primary analysis and presentation of data and their characteristics. The descriptive method has application in all disciplines of the social, humanitarian and natural science cycles. The extremely wide use of the descriptive method within the boundaries of scientific research is determined by the multi-stage methodology of modern scientific knowledge, in the hierarchy of which the descriptive method occupies a primary position (after observation).

The descriptive method traditionally has several procedural characteristics, the proper use of which guarantees the result of this method:

1. The most important and first thing to do when using this method is to collect complete information about the object or phenomenon being studied, that is, its signs, features, characteristics that distinguish it from others and setting a course for studying this phenomenon or object.

3. The collected material is processed according to types, categories and groups of information.

4. A deeper analysis of already structured information occurs.

Dictionaries are often created based on this method.

Typically, this method is a preparatory stage, since its essence is in-depth collection of information. Also, this method has already established, already considered traditional, norms of application:

1. Strict substantive design of the selected object or phenomenon is required.

2. It is also important to maintain consistency in the description of subject-specific features, parameters and characteristics (qualitative, quantitative) of the material that are consistent with the research task.

3. It is also very important to adhere to order during the secondary processing of collected information on the problem under study.

Although this research method is independent, and often it is the reason for the success of the work as a whole, most often it is used to prepare basic information where other methods are already used. In other words, this method can be a supplier of information for all further research work. It sometimes happens that the material collected using this method can form the basis for conducting research on unrelated topics. This method is not established, but changes with the course of history. Over time, this method has expanded both in terms of the scope of the area in which it can be applied, and in terms of the tools that can be used in its implementation.

As an independently existing method, analysis involves the following elements:

Goals and objectives of the analysis;

Objects of analysis;

Systems of indicators with the help of which each object of analysis will be studied;

Description of methods for studying the objects under study;

Sources of data for analysis;

Instructions for organizing the analysis;

Instructions for formatting analysis results;

Consumers of analysis results.

The method of synthesis (from the Greek - connection) - essentially represents a combination or connection of different elements of the object or phenomenon being studied into one whole system. It turns out that the method of synthesis is the opposite of the method of analysis, but still they have a strong connection with each other.

Methods of analysis and synthesis are constantly used by humans in everyday life, since the basis of our behavior is the analytical and synthetic activity of the brain.

The method of synthesis, if considered as a cognitive operation, has several different forms. Any educational process, including research, is based on a tandem of methods of synthesis and analysis. Any empirical data from the study of any object or phenomenon goes through a process of synthesis during their theoretical generalization. In theoretical scientific knowledge, the method of synthesis appears in the form of interconnection of theories related to one subject area; as a unification of competing, in certain aspects, opposing theories; in the form of constructing deductive theories, etc. The dialectical method of ascending from the abstract to the concrete as a way of constructing theoretical knowledge about complex developing objects is also one of the forms of the synthesis method: the resulting concrete knowledge about the object under study is a synthesis, the unity of its diverse abstract definitions .

There is also a social project in the work.

Today, scientists cannot say exactly when social design arose as a type of activity. One of the first social projects can be considered the project of the philosopher Plato called “State”.

Scientific literature provides 2 points of view on this issue:

Social engineering is called social because it deals with social problems and challenges;

Social design deals with the development of social phenomena, processes, systems, organisms. (Antonyuk G.A. Social design and management of social development. - Minsk, 1986. - 259 p.)

When implementing a project, it is necessary to take into account the following features:

A social project has its own external environment in which it arises, develops and lives;

-;a project, like any system, consists of elements that are connected by certain connections;

The composition of project elements may change throughout its life cycle.

The project belongs to the class of open systems for a number of reasons:

Any project needs information; timely exchange of information makes the project viable;

Input parameters can be specified in implicit form and can be perceived ambiguously by the project as a system;

At the output of the project, the desired and expected results can be obtained with varying degrees of probability;

The processes within the project as a system are not constant; their direction, speed and intensity can change in accordance with the interests of achieving the goal.

1.2 Features of leadership as a phenomenon of civil society.

What is meant by the word “leadership”:

People and organizations that have succeeded more than others. For example, an industry leader;

A leader who is responsible for the business he leads;

Leadership as a life strategy, that is, a set of human choices and decisions based on initiative and responsibility.

All three of these understandings of leadership are closely related.

If we understand “leadership” from a philosophical point of view, then:

in relation to power, leadership implies a long-term, rather than sporadic, exercise of power, usually associated with the personal characteristics of the subject-leader.

There are many more definitions of the concept of “leadership”:

· Leadership is the ability of one person to captivate many with a cause or idea.

· Leadership is the willingness to bear responsibility not only for oneself, but for an entire group of people.

· Leadership is the active pursuit of success.

· Leadership is the ability to organize interaction with people in such a way that each of them sincerely wants to achieve the goal set by the leader.

· Leadership is strength of character + the will to win + a wonderful gift of persuasion.

· Leadership is the ability to interact positively with those who are weaker in spirit, with equals and with the strongest.

Thus, the following famous people spoke about leadership:

An army of rams led by a lion will always win over an army of lions led by a ram. (Napoleon Bonaparte)

With a good leader who talks little, when his work is done and his goal achieved, people will say, “We did it ourselves.” (Lao Tzu)

The desire for leadership is a manifestation of a person’s creative instinct. (Friedrich Nietzsche)

When you become a captain, keep the sailor within you. (Vladimir Vysotsky)

Leadership is a very broad concept and can be applied to almost all areas of life. Here are examples of how the concept of “leadership” is used in everyday life:

· In politics. Every successful politician is a leader of a certain group of people; The larger the group, the luckier the politician.

· In entrepreneurship. At the head of every successful business is a leader - a person who set a goal and managed to captivate his subordinates with it.

· In sports. Every sporting competition is nothing more than a race for leadership in the form of a gold medal, cup or certificate of honor.

· In family relationships. The question “who is the head of the family?” - there is a question about leadership.

· In other situations, mainly of an extreme nature. In unforeseen situations, a leader spontaneously emerges in any group of people - since only an organizing principle (leadership) can ultimately lead to control over the situation.

A leader (from the English leader - leader, leader) is a person who takes on the role of head, leader of any social group, political party, organization, society as a whole.

We can also say about a leader that this is a person who, due to certain reasons and circumstances, is endowed with a certain amount of authority in order to formulate and express the interests and goals of other people, to mobilize them for certain actions. A leader is the first, the main one, the one they follow, the one they look up to, who determines the behavior of others, that is, in an ideal situation, he is a reflection of the society he represents.

A leader can also be in a pair - the one who leads the other, whose behavior determines the behavior of the follower.

A leader in a team is the one who leads the team, the one whose authority in the group is greater than that of others, and whom this group trusts most. He usually appears in a situation where society needs a leader. We can conclude that a leader is a group role created primarily by the needs of others. A leader is not something external and alien to the group: the group needs a leader, it is looking for someone to appoint to this role, to whom to give this status.

There are a number of qualities that will help a person become or be selected as a leader, such as courage, energy and the ability to impress.

The group seeks and recognizes as a leader only those who initially have some social status. Not everyone with high status will become a leader, but someone with low status will never become one and will not be recognized as a leader. Among high-status people, a leader can most often become the one who meets certain expectations of the group and gives it what it wants. Although among the leaders there are those who know how to speak beautifully, they do not always follow their word.

The very status of a leader, his skills and abilities are usually attributed to leadership resources, that is, to what can be learned from leaders.

Based on this, we can say that political leadership is a process of interaction between people, during which authoritative people endowed with real power exercise legitimate influence on society (or part of it), which voluntarily gives them part of its political powers and rights.

If we turn to modern political science, there are a number of definitions of the concept of “political leadership”:

· this is power that is exercised by one or more individuals with the aim of inducing members of society to action;

· this is a relationship between people in the process of common activity, during which one party ensures the dominance of its will over the others;

· this is the constant legitimate influence of authorities on society, an organization or a group;

· this is a special type of entrepreneurship carried out in the political market, in which political entrepreneurs, in a competitive struggle, exchange their programs, solutions to social problems and proposed methods for their implementation for leadership positions;

· it is a symbol of community and a model of political behavior of a group, capable of realizing its interests with the help of power.

The ability to lead requires a person to have the following qualities:

· intelligence,

· intuition,

· argonizer abilities,

· willingness to take responsibility,

· ability to please the public,

· oratorical skill.

The Italian philosopher Niccolò Machiavelli (1469-1527) in his work “The Prince” very clearly wrote the basic requirements for a person who wanted to become a political leader: he needs to be able to avoid hatred and inspire trust; regardless of his actual actions, he must be presented to the people as an example of nobility and virtue; he must be ready, if necessary, to act quickly and brutally; depending on the situation, he must change his management style - either cunning like a fox, or strong like a lion.

In modern political science, there are the following types of leaders:

1) a leader-standard-bearer, who is distinguished by a special vision of reality, an attractive ideal, a dream that can inspire the broad masses;

2) a servant leader who, in his activities, focuses on the needs and requirements of his followers and voters and acts on their behalf;

3) a leader-trader who is able to attractively present his ideas and competently convince citizens of the superiority of his ideas over the ideas of others;

4) firefighter leader , which is focused on the most pressing, burning problems and whose actions depend on the specific situation.

Typically, these types of leaders in real life are not found in their pure form: specific leaders often have a combination of 2 or more types.

Now it’s worth noting who a “youth leader” is.

You can be a leader at any age, from 15 to 65 years old. But both have many differences. These differences lie not only in the circles of people they know and their age circle of contacts in general, but also in the stability of their worldview and the politics of their behavior in any particular social group.

A youth leader is a person who defends the interests of people in the same age category to which he belongs. The values of young people differ significantly from the principles of life of the older generation. Young people strive to relax, have fun, their main goal is often to receive a charge of positive energy, with which they are able to “infect” their entire environment. Such a person is most capable of representing and protecting the interests of the younger generation. At its core, this should be a bright personality, with the ability to attract others to him, with good command of speech, in order to be able to communicate with his peers and people of the older generation. Most often, such individuals have more information about current events than their environment, which helps them solve important issues.

For the majority of already mature leaders, the result is most often important, in contrast to their young colleagues who concentrate on the very process of achieving their goals.

Proof of this are youth congresses, forums, and meetings. Although their purpose is clearly visible, these goals are largely symbolic.

It turns out that young people are people who are at the stage of developing their own individuality, so it is fundamentally important for them to be able to communicate with people like them. Through this, they can identify the traits that make a particular person stand out from the crowd, and therefore develop a personality that stands out from the rest. The modern availability of information and the possibility of comparison greatly contribute to this. Absurdity and dissimilarity from everyone else in youth society is only welcomed, and therefore it is not uncommon for extraordinary individuals who have already earned authority among the majority of people and can defend their point of view to act as leaders. Although more mature citizens condemn such extraordinary personalities and consider them unprofessional.

Recognition - whoever achieves it gets the opportunity to direct people in a certain direction, which can lead to incredible results. Such a person has good intuition and can rally an entire group of people to achieve a common goal. And the goal could be the opportunity for young people to gather in an informal setting. This is precisely the goal that most organizations pursue, namely to be able to organize events.

To summarize, we can conclude that a youth leader is a person chosen by young people of approximately the same age as them, who has a certain charisma, oratorical abilities, and authority among these young people.

2. Studying the emergence of youth leadership

2.1 Problems of forming a youth leadership system

This is not the first time in the last century that Russia has experienced a time of large-scale social upheaval and change. Despite its own experience and the historical experience of other countries, Russian society is on a difficult and dangerous path of total social change.

The changes that began in the country back in the 80s, which subsequently led to a change in the social system, greatly changed the living conditions of the population.

The overwhelming majority of the population was deceived by their own state: the financial situation of a huge part of the population worsened; Privatization turned out to be an anti-people action; social stratification has increased; national conflicts began; Crime began to rise, and the level of culture, education, health care and science began to fall - in such a social environment, the political and moral principles of a new society began to take shape. Russia is making an attempt to take the path of civilizational development, to form some new rules and foundations of a market economy, as well as to fully form a civil society and a rule-of-law state. The privatization of state and collective property and its transition to private ownership is increasing. The institutions of the legislative, executive and judicial powers are being transformed. The process of forming a multi-party system is starting. The need is being realized for a decisive renewal and passing of the old rules already built in society, which have led to a growing gap between society and the modern level of other countries. In economic and sociocultural terms, renewal means, first of all, the broadest introduction of private property and market relations, which was limited by the state system, tuned in the direction of socialism both in ideology and in practice. This indicates that the system of socialization of society as a whole is undergoing a radical change: the sphere of interpersonal relations, which were defined as “socialist,” is sharply decreasing, and the sphere of commodity-money relations is increasing. In terms of values, this is accompanied by the expansion of entrepreneurial, pragmatic directions, which receive proportionate assistance from reform circles.

Such changes necessarily entail the undermining of existing moral values and norms, which is expressed both in the “decline of morals” and in the growth of criminal, selfish, corrupt relations.

The growing division of the country's population into classes intensifies the contradiction between different types of sociality. Such a division, on the one hand, is necessary for the establishment of market relations. On the other hand, the uncontrolled process of division leads both to a sharp stratification of the country's population into rich and poor, and to a rapid increase in quantitative disproportions - between a relatively small percentage of the super-rich and an actively growing number of poorer layers - with a small middle class.

This problem is not only economic and moral, but also sociocultural, since the consequence of such stratification is not only quantitative disproportionality, but also the subsequent hereditary nature of mass poverty - against the backdrop of the growing well-being of the few layers that have inherited their privileges and for whom reforms provide favorable conditions for further advancement. The sharp difference in income is accompanied by a breakdown in the social security system, which immediately affects the formation of healthcare and paid education. The dissatisfaction of the increasingly poorer sections of the population, who “have nothing left to lose” and who feel “robbed to the bone” and victims of deception, will certainly harm stability in society. The advantages of the elite, which strives to get rich at any cost in the shortest possible time, are felt as illegal, acquired through the appropriation of public property, and not accumulated through self-restraint and proactive expansion of social production.

The negative consequence is the undermining of incentives for those segments of the population who no longer find a single chance to get out of the quagmire of poverty. Relying on a small group of enterprising private owners as a social foundation for reforms and providing them with good assistance will certainly undermine the entire modernization system. A significant proportion of the population develops a feeling of a certain detachment from the rest of society, which reduces the range of activity in society and violates its human potential. The very wide openness of the population facilitates the process of receiving the achievements of other countries, especially highly developed ones. But the downside is that too much openness leads to the erosion of one's own cultural heritage by transferring too much elements of foreign cultures. Such illiterate copying of a foreign culture results in spiritual and social discord, which in turn gives rise to a reaction of rejection. This inevitably leads to increased contradictions between social and class groups, the center and the provinces. At the end of the 20th century, Russia is experiencing revolutionary movements that go hand in hand with the destruction of many positive achievements and successes of past generations. Lost values are not filled with anything, this leads to an increase in negative reactions in society. Our interaction with the eastern regions has been going on for several hundred years; this has already become the most important component of our socio-cultural and geopolitical structure. On the other hand, we were constantly in contact with Western civilizations, thereby combining both principles of completely different cultures, while giving rise to many acute contradictions. In these contradictions, the Russia we see today emerged.

These are precisely the sociocultural conditions we now have in the Russian Federation.

In the processes described above, young people stood out, which is due to the following factors:

Youth is the most mobile segment of society;

Young people occupy a fairly high proportion of the country's total population. As of January 1, 2002, there were 36 million young citizens living in Russia, or every fourth resident.

The transformations that took place during and after the collapse of the USSR opened up broader development paths for society, although, frankly speaking, there was a lot of negative stuff. Among all the negative trends for young people, positive ones have also emerged, namely:

Ideological freedom appeared, that is, paths opened into the spiritual, economic and political spheres, in other words, freedom to choose one’s life path appeared;

Although young people encountered some difficulties during the collapse of the USSR, a significant part of young people look into the future calmly, but without much hope (33%), with hope and optimism (40%). In other words, society at that moment had a psychologically stable generation that was aimed at stable development and creation. According to self-assessment obtained through sociological research, about 54% of young people consider themselves to be the driving force behind fundamental changes in society.

Research conducted during that period showed that young people gave a positive assessment of the trend of change towards a market economy. Young people have adapted much better and easier to new economic conditions. About 35% of the total number of young people (32 million people aged 15-29 years) have already opened their own business, more than 30% of those surveyed would like to start entrepreneurship. Young people value economic freedom very highly. such personality qualities as entrepreneurship, pragmatism, ability to take risks, etc. . A young person must psychologically prepare for uncertainty, for possible multiple changes in specialty, that is, to be a universal worker who can perform excellently in non-standard situations (creativity, activity, non-standard thinking, etc.). Today, in such a social, economic, cultural and political situation, a certain natural selection is taking place, that is, some of the leaders are selected from the general mass of people. This is how the personality of a leader is formed. Requirements for an employee in the current situation in Russia are constantly changing, this is especially noticeable in the economic sphere. There is a need to constantly learn or relearn; this requires quick thinking and psychological stability from the individual. Western culture imposes economic freedom, autonomy and independence of the individual from the rest of society, including parents. All of the above makes a person with leadership qualities a very necessary person in society. The conclusion suggests itself: the upbringing of a person should be aimed at developing in him an individuality capable of fighting the world around him and interacting with it; it is very important to devote time to developing the individual’s entrepreneurial spirit and innovative thinking in stressful situations.

Target audience Youth aged 20 to 34 years 34 million Young entrepreneurs and students of senior universities Civil activists Young professionals

Electoral behavior of young people in the Russian Federation Criterion for the need to attract young people to participate in the political life of society: According to VTsIOM, for attracting young people to participate in material incentives and connection with political and public life, the majority of respondents say the career growth of young people - 75%, only 17% and 14% of respondents. It is necessary to take into account the interests and problems of youth in party programs (59%), create and strengthen youth organizations under leading political parties (36%), promote young people to the first roles in parties, provide 75% with the opportunity to create political associations in accordance with their interests (according to 25 -27%) to develop amateur public youth associations (17%) Statistics from VTsIOM and FOM

Electoral behavior of young people in the Russian Federation Interest of young people in politics: According to a FOM survey, 37% of young people are interested in politics and almost two-thirds of young citizens (62%) do not show interest in this area. The most apolitical group is young people aged 18 to 29 years. Young people with higher education and relatively wealth also show greater interest in politics; they more often discuss political events with their peers. This means that high-resource groups of youth not only perceive political information more often than low-resource groups, but also broadcast and interpret it in their 37% circle. Thus, we can say that young people’s interest in politics is related to social capital: 62% of more educated, wealthy young people who have achieved some position in society begin to become interested in politics more often than those who are simply struggling for survival, busy with study or family. Statistics from VTsIOM and FOM

Demographic statistics in the Russian Federation 146 million population of the country 120 million 72 million have the right to vote 34 million Youth vote with a turnout of 60% in elections 20 -25% youth turnout in elections 40% of the total number of voters 13.5 million youth aged 20 to 34 years Party entry barrier 5% 3.6 million people of which 20% are young people 720 thousand people Statistics Rosstat

Electoral behavior of young people in the Russian Federation Conclusion: So, for the most part, young people found themselves left to themselves, which naturally affected the nature of their general and political socialization, the formation of civic qualities, social and political behavior, including electoral behavior. Based on the above, there are three main groups of factors influencing the alienation of young voters: Negative social adaptation Distrust of authorities Legal nihilism

Goals and objectives of the MK Goal: Objectives: In order to change the existing political ü Carrying out “Business Meeting” events - psychological alienation of youth ü Creating a large-scale unifying active social environment “Business Brotherhood” it is necessary to implement political projects v Providing existing practical tools and social institutions, create for it new legal, economic and organizational support for civil initiatives, young conditions, providing it with subjective entrepreneurs and young professionals v Formation of a new “Hero of our time” attitude towards the reforms being carried out in the country. Thus, the relevance of developing a set of measures to form: Increasing trust in the authorities Creating a social environment ü Promoting young leaders in the political arena and in the professional field v Youth representatives on election lists v Creating a Business University (Business Center) with the function of methodological, analytical and a research center, with further support in municipal elections