The target audience is youth. Youth as the target audience for consumer advertising in youth magazines. Features of the youth audience

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Features of the youth audience

In order to show a complete and adequate picture of modern youth, it is worth turning to developmental psychology - this is a branch of psychological science that studies the facts and patterns of development of a healthy person, the age dynamics of his psyche. PhD in Psychology I.V. Shapovalenko shared general definition youth at the age levels: adolescence (adolescence) and youth. Thus, delving deeper into the psychoanalysis of these subtypes, it is possible to trace the development of the personality and highlight the main trends in the change in a person's moral, cultural and social values... Define key landmarks modern means mass media targeting a youth audience.

Teenage years

Adolescence usually correlates with chronological ages from 10-11 to 14-15 years. One of the main psychological symptoms in this age period is the feeling of adulthood. The main needs of a teenager are the desire to communicate with peers ("grouping"), the desire for independence and independence, "emancipation" from adults, to the recognition of their rights from other people.

The adolescent period in a person is closely related to the level of socio-economic development of society, with the peculiarities of historical time, with the social position of adolescents in the adult world and the specific circumstances of the life of this adolescent. Sigmund Freud said that puberty, the surge of sexual energy undermines the previously established balance between personality structures, and childhood conflicts are reborn with new strength... Inflated claims, not always adequate ideas about their capabilities lead to numerous conflicts between the teenager and his parents and teachers, and protest behavior.

The teenager continues to be a schoolboy learning activities retains its relevance, but psychologically recedes into the background. The possibility of wide communication with peers determines the attractiveness of occupations and interests. At the age of 14-15, a teenager seeks to show his capabilities, to take a certain social position, which meets his need for self-determination. The reaction of enthusiasm reflects the peculiarities of the internal structure of the personality of a teenager. Passion for sports, striving for leadership, gambling, the passion for collecting is more common among teenage boys. Activities motivated by the desire to attract attention (participation in amateur performances, hobby for extravagant clothes, etc.) are more typical for girls. Intellectual and aesthetic hobbies, reflecting a deep interest in any particular subject, phenomenon (literature, music, fine arts, technology, nature, etc.) can be observed in adolescents of both sexes.

Imitation of external signs of adulthood: smoking, drinking alcohol, use of cosmetics, exaggerated interest in gender issues, copying of methods of entertainment and courtship, imitation of adults in clothes and hair, pursuit of beauty standards - this is a superficial idea of \u200b\u200badulthood in a teenager. Stereotypes of behavior are intensively assimilated in both boys and girls.

The problem of infantilism in the adolescent stage of socialization is a frequent occurrence. The main characteristics of this type of teenager:

1. Irresponsibility, unwillingness to take responsibility for their actions.

2. Self-affirmation at the expense of others

3. Suggestibility. Uncritical perception of social ideas. It is easy to rebuild on a certain wave, and public opinion is an attribute of suggestibility.

4. Hypercriticism. Total negativity of any teachings. Tendency to extreme "all or nothing" points of view.

By the end of adolescence, a sufficiently developed self-awareness is formed. There is a gradual transition from the assessment borrowed from adults to self-esteem, there is a desire for self-expression, self-affirmation, self-realization, self-education, for the formation of positive qualities and overcoming negative ones.

Knowledge age characteristics helps the media editorial board to take into account the interests and satisfy the needs of a young audience. Depending on the age for which the publication is designed, the editorial staff determines its content, structure, form, volume. The socio-psychological characteristics of readers are also taken into account.

In adolescence, the focus on cognitive interests dominates. The process of differentiation according to the interests of the audience is especially noticeable in the publications for teenagers of various topics. This is due to the fact that the children have a need for knowledge, there is an interest in various fields activities, branches of material or spiritual production - science and technology, literature and art, business, sports.

At this age, teenagers begin to be interested in various aspects of adult life: news from the world of show business, love, sex, fashion, culture, especially pop, rock music. Recently, individual media outlets have become more free to cover "difficult" issues. In addition, publications appeared and quickly gained popularity among teenagers, copying the adult tabloid press.

Youth as a psychological age.

The boundary between adolescence and adolescence is rather arbitrary, from 15-16 to 21-25 years. The criterion for achieving adulthood in human society becomes mastery of culture, system of knowledge, values, norms, social traditions, readiness for implementation different types labor. Sociological theories of adolescence consider adolescence primarily as a certain stage of socialization, as a transition from dependent childhood to the independent and responsible activity of an adult with decisive determination2 on the part of society.

R. Havighurst in the period of growing up identified the following age-related tasks:

1. Acceptance of one's own appearance, awareness of the characteristics of one's body and the formation of skills to use it effectively (in work, sports, etc.);

2. Assimilation of a male or female role (folding the individual structure of one's gender behavior, one's “image” of the gender role, internal position men or women; for example, for a girl it can be the image of a "Turgenev girl", "her own in the board" of a girl or a "fatal beauty");

3. Establishing new and more mature relationships with peers of both sexes;

4. Winning emotional independence from parents and other adults;

5. Building an internal system of values \u200b\u200band ethical consciousness as a guide for behavior;

2. Determination - the definition of an object by conditional parameters, its classifying individual characteristics. Wikipedia.org

6. Preparation for professional career, training is aimed at obtaining a profession (at a university or directly at the workplace, and even at school - with a differentiated attitude towards different academic subjects, when attending preparatory courses);

7. Preparing for marriage and family life, the acquisition of knowledge and social readiness to take on the responsibilities associated with partnership and family;

8. Formation of socially responsible behavior, civic engagement (including political, ideological, environmental, etc.).

But along with the elements of adult status, the young man still retains a certain degree of dependence stemming from childhood: this is both material dependence and the inertia of parental attitudes associated with leadership and subordination. The ambiguity of the position of youth in the family and society and different levels of requirements for him brings this period closer to adolescence, and is reflected in the originality of the psyche. According to D.I. Feldstein, in adolescence, the nature of development is determined by work and learning as the main types of activity.

Youth age is a time of serious preparation of young men and women for adult life and the desire to understand themselves deeper, a difficult area human relations... In publications for this age group, attention is drawn to a large number of headings that analyze psychological, moral and moral problems of modern society. Young people strive for self-expression, for the manifestation of their individuality. Therefore, magazines for her pay great attention to the lifestyle of modern youth: they give practical advice from psychologists, sexologists, makeup artists, designers, culinary specialists, stylists and fashion designers.

Our analysis of advertising in youth magazines shows that 90%, if not all 100% of articles for young people have as their goal to sell a product or service well. Research from both entertainment and serious magazines shows that each article is aimed primarily at the young person as a consumer. In entertainment magazines, there is no difference between the articles and the ad module in terms of the purpose of influencing young people, the only difference is that the style of the article is, of course, different from a short advertisement.

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

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

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

Usually only one consumer group is selected as the target audience. However, it is sometimes useful to define a primary and (usually another) secondary target audiences.

For example, advertising for Sony, a major manufacturer of audio and video equipment, may be the primary target audience for the inconsistent consumers of this brand, and secondary - non-permanent consumers of other brands. Also, campaigns often aim 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 of Nevskoye beer was intended not only to attract beer lovers, but also to keep young loyal buyers of the brand.

Loyal own brand consumers are usually the secondary target audience for new campaigns targeting other customer groups. An additional challenge for most of these campaigns is to maintain brand loyalty.

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

Once you have selected your target audience, you can start setting goals for consumer behavior. Target behavior is the expected behavior that should be the result of an advertising campaign and is observable and measurable. This is the so called valid behavior

In terms of youth behavior, there are only two main target reactions: a trial or a repeat purchase. However, these reactions can be refined by the following parameters: taking an action (try or not the new kind product), pace (how often to buy a particular brand), amplitude or quantity (how much to buy at one time), time (when to buy), consistency, or, in other words, "stopping resistance."

Table 6 lists typical target behaviors of young people, which can be categorized into five groups of buyers. The type of behavior goal depends on whether the purchases are trial or repeat.

Table 1.

Targeted behavior of youth.

Target youth audience
	New users of the product category	Loyal to other brands	Direct consumers of other brands	fickle brand consumers	Loyal to the brand
Trial Purchase Objectives
Sample product category	+
Brand test	+	+	+
Re-trial of the brand
Repurchase goals
Maintaining the level of purchases
Increased purchase rate
Increasing the size of a one-time purchase				+	+
Reducing the size of a one-time purchase
Speeding up your purchase
Slower purchase

Thus, for new users from the youth environment of the category, the target reaction is to make a trial purchase either in a product category or in a specific brand. In general, getting a customer to test a brand 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 out a new product or re-try if they have bought it in the past. The next goal is to increase the level of purchases. It is curious that it may soon be replaced by the goal of "maintaining the level of purchases", because if the attention of this group of buyers succeeds, they are likely to transfer their loyalty to the new brand.

For the fickle consumers of other brands, the same goals are set as for the loyal consumers of other brands. However, given the behavior of this group, it is highly likely that they have already tried new product in the past. Therefore, instead of a sample, a new sample is often required from them, and subsequently an increase in the number of purchases. In the early stages life cycle For a product category, sales in this group can increase and fickle consumers can become loyal customers of our brand. In later stages, volatility will become common behavior for these buyers. We can only hope that they will buy our product at least occasionally.

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

buying more product at a time - from the point of view of the buyer, this is called "making stock", from the point of view of the seller - "loading buyers";

speeding up the purchase is another way to "load" customers with a product. This goal is set when there is a threat of the appearance of new competitors or the need to quickly sell out stocks of goods;

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

§2. Features of advertising in youth magazines of a general nature

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

In Western countries, such as the United States, Britain and Australia, only 50% of young people read magazines more or less regularly. Of these, only 89% of readers can see magazine ads (the average number of readers flipping each page). The share of readers who really pay attention to the advertisement 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 the readers who paid attention to the advertisement. Recommended corrective coefficients for magazine advertising for young people are shown 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 a standard ad format, then increasing it to two pages (spread) by 30% will increase the likelihood of initial attention (index \u003d 1.3 contacts).

Table 2.

Corrective factors for advertisements published in youth magazines.

Corrective factor	Index
Ad size Multiple page insert Two-page spread One page (standard) 1/2 page
Ad color 4 colors (standard) Black and white
Location in the 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
Uncorrected factors
Right page Opposite page editorial	1,0

Interestingly, an advertisement with a format of several pages (index \u003d 1.3) attracts no more attention than a two-page advertisement, unless it is framed in the form of a special insert, in which case the attention to it increases by 60% (index \u003d 1, 6). Attention to a half-page ad is 30% lower than to a standard one (index \u003d 0.7). However, various combinations of magazine ads are possible. An index of 4 can be obtained by placing four one-page or three two-page ads. Likewise, index - 2 can be obtained with two one-page ads or three half-page ads.

The effect of the format (size) of advertising occurs in all magazines, regardless of the format of their pages. For example, a one page ad in an OM magazine with a "standard" page size will not get more attention than a page ad in a small format Leisure magazine. This is because readers inadvertently adapt to a particular magazine format, so full-page ads attract attention, which should be drawn to full-page format 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 ads lose 30% of their attention. While this “drop” may be due to the fact that fewer advertisers are placing black and white ads in magazines, it also counteracts the prevailing belief that black and white ads will stand out from colored backgrounds. An intermediate option with 20% loss of attention compared to a four-color ad is a two-color ad, black and white plus one color.

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

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

The illustration format alone and some of the mechanical characteristics of the headline — regardless of the content or “meaning” of the illustration or headline — result in a 40% change in attention to magazine ads. Therefore, the larger the illustration, the more attention it attracts. In most cases, the omission of large illustrations reduces the attention to advertising so much that all its other parameters no longer matter. However, it should be noted that a large illustration has an insignificant effect on persuasiveness (formation of attitude towards the brand) information advertisingbut a huge impact on the persuasiveness of transformational advertising.

In most cases, the headline is the second most important building block in magazine advertising. If 49% of readers of youth magazines pay attention to the illustration, then 30% will read the headline. The name of the brand or its logo is second in importance after the illustration.

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

Headlines with affirmative and negative connotations can also influence attention and interest in advertising in youth magazines. Affirmative or positive (non-negative) headlines cause "normal" attention to the advertisement (50%) and significantly increase the number of those who will read its content (16%). Negative headlines containing words such as "stop," "opt out," or "no" dramatically reduce attention to the ad (up to 37%) and drastically reduce the number of ad body readers (up to 4%). This reaffirms the fact that readers can skim a title and quickly grasp its essence. The use of negative headlines should be avoided in all cases, except one: this is a situation where the target audience is convinced in advance of the opposite.

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

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 ads, the format and color of the ad play an important role. Two-page ads get 70% more attention than one-page ads, and four-color ads get 20% more attention than black and white. This may be due to the tendency to publish small and mostly black and white advertisements in youth magazines. This is why large color ads compare favorably with the general background.

An advertisement placed on a two-page spread of a youth magazine has a significantly greater impact on attention (increased attention by 70%). This may be because large ads are unusual for youth magazines, or because readers have a lot of respect for advertisers who run large ads.

Regarding 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. Placement of advertising on the cover of a youth magazine increases attention to it by an average of 30%. Also, placing your ad in a borderless, marginless way results in a small but important boost in attention. Advertising in the form of a separate insert increases attention to oneself 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 is a critical factor in attracting attention to advertisements in trade magazines. Illustration size and two psycholinguistic heading variables (see below) account for the 50% change in initial attention to trade magazine advertisements.

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

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

Our research shows that it is possible to bring general recommendations on the preparation of advertisements in youth magazines, designed for an audience aged 18 to 21 years.

Table 3.

Suggestions for composing advertising in youth magazines

Illustration.

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

The illustration should have one dominant focus.

Illustrations depicting goods or people are equally effective;

Title

The headline for low-engagement ads should be one to eight words long, complete in meaning and include the brand name or direct the reader's attention to it. The headline of a highly engaging ad should be one to five words long and serve as a "prelude" to the main text.

Always use positive headlines.

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

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

Text

Short sentences or one-two-syllable words increase the attention to the ad.

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

Brand name (including logo).

In low-engagement advertising, the brand name should appear in the headline or elsewhere, but so that it "reads" like a continuation of the headline. The logo can be placed anywhere. In high-engagement ads, the brand name can appear in the headline or at the end of the text.

The logo doesn't have to stand out

Specialized youth magazines for all industries, read cover to cover. This distinguishes them from non-youth daily newspapers and magazines, which is why advertisements in the latter have an “equal” opportunity to be seen regardless of their location.

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

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

Electoral behavior of young people in Russia Interest of young people in politics: According to the 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. Young people with higher education and relatively wealthy also show a greater interest in politics; they often discuss political events with their peers. This means that high-resource groups of young people not only more often perceive political information, but also broadcast and interpret it in their 37% circle. Thus, we can say that the interest of young people in politics is associated with social capital: more educated, wealthy, young people who have achieved a certain position in society, 62% become more interested in politics than those who are simply struggling to survive, are busy with their studies or family. Statistics 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 Young people vote with 60% turnout in elections 20 -25% youth turnout in elections 40% of the total number of voters 13, 5 million youth aged 20 to 34 years old Party entry barrier 5% 3.6 million people, of which 20% are youth 720 thousand people Statistics Rosstat

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

Goals and objectives of the MC Purpose: Objectives: In order to reverse the current political situation ü Carrying out events "Business gathering" - psychological alienation of youth social institutions, to create for her new legal, economic and organizational support for civic initiatives, young conditions, providing her with subject entrepreneurs and young professionals v Formation of a new "Hero of Our Time" attitude to the ongoing reforms in the country. Thus, the urgency of developing a set of measures for the formation becomes obvious: Increasing confidence in the authorities Creating a social environment ü Promotion of young leaders in the political arena and in the professional field v Youth representatives on the election lists v Creation of a Business University (Business Center) with the function of methodological, analytical and a research center, with further support in the municipal elections

Growth points

Introduction

1. Theoretical and methodological aspects of studying leadership among youth

2. The specifics of the emergence of youth leadership

2.2 Forming youth leadership in regional level (on the example of the urban district of the city of Yelets)

2.3 The qualities of a youth leader from the perspective of a sociological survey

3.System and technologies for training youth leaders

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

3.2 Project to create a system of youth leaders

Conclusion

List of references

Introduction

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

If we talk about the relevance of this problem, then youth leadership was and is important aspect development of civil society as a whole. The changes that began in the country back in the 1980s, which subsequently led to a change in the social system, greatly changed the living conditions of the population. Russia is making an attempt to embark on the path of civilizational development, to form some new rules and foundations, as well as to form a fully civil society and the rule of law. The institutions of the legislative, executive and judicial branches are being transformed. influenced the formation of the personality of modern youth. As a result, the problem of creating a new system of youth leadership arose sharply, since the system of the USSR was no longer suitable in any way. The transformations that took place during and after the collapse of the USSR opened up broader paths of development for society, although, frankly speaking, there were many negative things. Among all negative tendencies for young people, positive ones appeared, for example, ideological freedom appeared, that is, paths opened up directed to the spiritual, economic and political spheres, in other words, there was freedom to choose one's own path in life, which is not unimportant for the formation of the leadership qualities of the individual.

Object of study -youth leadership.

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

The hypothesis of this study lies in the assumption that the political processes that took place in the country during the collapse of the USSR radically changed the idea of \u200b\u200byouth leadership in general. Life situations in times of crisis, they demanded that young people show leadership qualities to a greater extent than it was before.

The purpose final qualification work is the creation of a system for training youth leaders as a resource for the development of civil society.

Tasks work:

1. Analyze the theoretical aspect of studying leadership in a youth environment.

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

3. To develop a draft system for training youth leaders.

The degree of elaboration of the problem.In preparing the conceptual part of the work, the results of research on youth leadership were used by authors such as: V. Adrov (Education and the Problem of Leadership), K. Williams (Youth in Post-Communist Russia and Eastern Europe), Ilyinsky I. M. (“Youth and youth policy ”,“ Youth of Russia: tendencies, prospects ”), Lisovskiy VG (Spiritual world and value orientations of youth in Russia), Shpakova R. (Types of leadership in M. Weber's sociology). Theoretical provisions of these authors allowed to reveal the concept of youth leadership, describe its functions and mechanisms of formation, reveal social essence the phenomenon of youth leadership as a social phenomenon.

In the final qualifying work, the following methods were used:

Descriptive-narrative - kind 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 widespread use of the descriptive method within the boundaries of scientific search is due to the multistage methodology of modern scientific knowledge, in the hierarchy of which the descriptive method occupies primary positions (after observation). In my work, I used the descriptive-narrative method everywhere 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 peculiarities: it uses a system of indicators that describes the research as extensively as possible throughout the entire process, a detailed study of the causes of these changes takes place, and, which is not unimportant, the explanation of these reasons and the search the relationship between them. I used this method in the first chapter, where I considered different kinds leadership, as well as in the second chapter, where I analyzed the problems of forming a system of youth leadership.

Synthesis method - in essence, it is a combination or combination of different elements of the studied object or phenomenon into one whole system. This method of synthesis is the opposite of the method of analysis, but still they have a strong connection with each other. The 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. Through this method I have pieced together the various conclusions in the chapters, summarized the work in the conclusion.

Also, the work used the methods of deduction and induction, based on obtaining a general conclusion based on its particular features, or, conversely, from general to particular. I have applied these methods in structuring the work and addressing some of the questions about the entire study.

This work includes a social project called "I am a leader". In it, I proposed the idea of \u200b\u200bcreating a system of youth leaders with the help of specially organized events.

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

Theoretical significance final qualification 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 in a youth environment

1.1 Methodology for the analysis of leadership in the youth environment.

“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 already impossible to create this quality in others ”- wrote D. Campbell. In fact, no other topic related to organizational and social behavior people did not and does not continue to arouse such great interest among sociologists, psychologists, philosophers and other specialists in the field of humanitarian knowledge. 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 phenamine of leadership a truly global, philosophical character. On the other hand, all people are elements of various organizations - members of labor collectives, clubs, councils, commissions, etc. By participating in the leadership of an organization or by obeying the decisions of leaders, people are influenced by leaders.

IN modern conditions the political and economic state of society and labor collectives depends more than ever on the decisions made by the leaders. The problem of leadership in Russia is especially urgent, when the success of liberal transformations, the prospects for economic development, as never before in the history of the country, depend on the level of competence, training, personal qualities and morale of leaders at all levels - both from the president and to a young promising leader of a small group. ...

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

Descriptive method 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 widespread use of the descriptive method within the boundaries of scientific search is due to the multistage methodology of modern scientific knowledge, in the hierarchy of which the descriptive method occupies primary positions (after observation).

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

1. The most important and first thing to do using this method is to collect complete information about the object or phenomenon under study, 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 by types, categories and groups of information.

4. There is a deeper analysis of already structured information.

Dictionaries are often created based on this method.

Usually, 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 subject design of the selected object or phenomenon is mandatory.

2. Also not unimportant is the observance of the sequence in the description of the objectively specified features, parameters and characteristics (qualitative, quantitative) of the material, consistent with the research task.

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

Although this research method is independent, and not rarely it is the reason for the success of the work in general, it is most often used to prepare basic information where other methods are already used. In other words, this method can be the information provider for all further research work. Sometimes it happens that the material collected using this method can be the foundation for research in unrelated topics. This method is not well-established, but changes over 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.

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 process, a detailed study of the causes of these changes takes place, and, which is not unimportant, the explanation of these reasons and the search the relationship between them.

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

Goals and objectives of the analysis;

Analysis objects;

Indicator systems with the help of which each object of analysis will be examined;

Description of methods for studying the objects under study;

Data sources for analysis;

Instructions for organizing the analysis;

Instructions for the presentation of the analysis results;

Consumers of analysis results.

The synthesis method (from the Greek - compound) - in essence, it is a combination or combination of different elements of the studied object or phenomenon 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.

The 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 viewed as a cognitive operation, has several different forms. Any educational process, including research, is based on the tandem of methods of synthesis and analysis. Any empirical data from the study of any object or phenomenon go through the synthesis process when they are theoretically generalized. In theoretical scientific knowledge, the synthesis method appears in the form of the interconnection of theories related to one subject area; as a union of competing, in certain aspects opposite theories; in the form of constructing deductive theories, etc. The dialectical method of ascent 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 investigated object is a synthesis, the unity of its diverse abstract definitions ...

There is also a social project in the work.

Today, scientists cannot say for sure when social design emerged as an 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 design is called social because it deals with social problems and problems;

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

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 links;

The composition of the elements of a project can change throughout its life cycle.

The project belongs to the class open systems for several reasons:

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

Input parameters can be set implicitly and can be perceived by the project as ambiguous by the system;

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

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":

The people and organizations that have done better than others. For example, an industry leader;

A leader who is responsible for the business that he leads;

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

All three of these concepts of leadership are closely related.

If we understand "leadership" from the point of view of philosophy, then:

in relation to power, leadership implies a prolonged, rather than sporadic exercise of power, as a rule, 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 deed or idea.

· Leadership is a willingness to take responsibility not only for oneself, but for a whole group of people.

· Leadership is an 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 + will to win + wonderful gift of persuasion.

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

Thus, the following were expressed about leadership famous people:

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

With a good leader who says little, when his job is done and his goal is achieved, people will say, "We did it ourselves." (Lao Tzu)

Striving for leadership is a manifestation of a person's creative instinct. (Friedrich Nietzsche)

As a captain, keep the sailor to yourself. (Vladimir Vysotsky)

Leadership is a very broad concept, it can be applied in almost all areas of life. Here are examples of the use of the concept of "leadership" in everyday life:

· In politics. Every successful politician is the leader of a certain group of people; the larger the group, the more successful 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. Each sporting event 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, mostly of an extreme nature. In unforeseen situations, a leader is spontaneously identified in any group of people, since only the organizing principle (leadership) can ultimately lead to control over the situation.

Leader (from the English leader - leader, leader) - 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 various 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. The leader is the first, the main one, whom they follow, whom they follow, who determines the behavior of others, that is, in an ideal situation, he is a reflection of the society he represents.

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

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

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

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

The very status of a leader, his skills and abilities are usually referred to as leadership resources, that is, to what you can learn 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 a legitimate influence on society (or part of it), which voluntarily gives them part of their political and power powers and rights.

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

· It is the power that is exercised by one or more individuals with the aim of encouraging members of society to act;

It is the relationship between people in the process of common activities, during which one side ensures the dominance of its will over the others;

· It is the constant legitimate influence of powerful persons on a society, organization or 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 the proposed methods of their implementation for leadership positions;

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

The ability to lead implies that a person has the following qualities:

Intellect,

Intuition,

Argonizer abilities,

Willingness to take responsibility,

The ability to please the public,

· Oratorical skills.

The Italian philosopher Niccolo Machiavelli (1469-1527) in his work "The Emperor" very clearly wrote the basic requirements for a person who wished to become a political leader: he needs to be able to avoid hatred and inspire confidence; regardless of real actions, he should 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 style of management - be either cunning like a fox or strong like a lion.

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

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

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

3) a sales leader who is able to present his ideas in an attractive way, to competently convince citizens of the advantage of his ideas over the ideas of others;

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

Usually 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 is worth noting who the "youth leader" is.

You can be a leader at any age, both at 15 and at 65. But both of them have many differences. These differences lie not only in the circles of people they know themselves and in the general age circle of communication, but also in the stability of the worldview, the policy 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 value orientations of young people are significantly different from the foundations 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 defending the interests of the younger generation. At its core, it should be a bright personality, having the ability to attract others to itself, fluent in speech, to be able to communicate with their peers and people of the older generation. Most often, such individuals are more informative about current events than their environment, which helps them to solve important issues.

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

Proof of this are youth congresses, forums, meetings. Although their purpose is clearly visible, to a large extent, these goals are highly symbolic.

It turns out that young people are people who are at the stage of formation of their own individuality, so it is fundamentally important for them to be able to communicate with people like them. Through this, they can determine the traits that distinguish a particular person from the crowd, which means they form a personality in themselves that compares favorably with the rest. The modern availability of information and the possibility of comparison contributes to this in every possible way. The absurdity and dissimilarity with everyone else in the youth society is only welcome, and therefore it is not uncommon for extraordinary personalities who have already earned the authority of most people to act as a leader and can defend their point of view. Although more mature citizens condemn such extraordinary personalities, they are considered non-professionals.

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 may be the opportunity for young people to gather in an informal setting. This is the goal most organizations pursue, namely to be able to organize events.

Summing up, we can conclude that a youth leader is a person chosen by young people of about the same age, who has a certain charisma, oratorical ability, authority among this youth.

2. Studying the emergence of youth leadership

2.1 Problems of formation of the youth leadership system

It is not the first time in the last century that Russia has experienced a time of massive social upheavals and changes. Despite my own experience, the historical experience of other countries russian society on the difficult and dangerous path of total social change.

The changes that began in the country back in the 80s, which later 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 material situation of a huge part of the population worsened; privatization turned out to be an anti-popular action; social stratification has grown; national conflicts began; crime went up, and the level of culture, education, health care and science began to fall - in such a social situation, the political and moral principles of the new society began to form. Russia is making an attempt to embark on 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 legal state. The privatization of state and collective property and its transition to private property is increasing. The institutions of the legislative, executive and judicial branches are being transformed. The process of forming a multi-party system is being launched. The need for a decisive renewal and the passage of old rules already built in society, which led to a growing lag of society from the modern level of other countries, is being realized. In economic and socio-cultural plans, renewal means, first of all, the broadest introduction of private property, market relations, which was limited by the state system tuned to the channel 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 reduced, and the sphere of commodity-money relations is increasing. In terms of values, this is accompanied by the expansion of entrepreneurial, pragmatic directions, receiving commensurate assistance from the reformist circles.

Such changes necessarily entail the undermining of the already existing moral values \u200b\u200band norms, which is expressed both in the “decline in morals” and in the growth of criminal, selfish, corrupt relations.

The growing division of the country's population into classes increases the contradiction between different types of sociality. Such 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 poor strata - with a small middle class.

This problem is not only economic and moral, but also sociocultural, since the consequence of such a stratification is not only quantitative disproportion, but also the subsequent hereditary nature of mass poverty - against the background of the growing prosperity of a few strata who inherited their privileges and for whom reforms provide favorable conditions for further progress. A sharp difference in incomes is accompanied by a breakdown in the social security system, which immediately affects the formation of health care and paid education. The discontent is ever stronger among the poorer strata of the population, who “have nothing 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 strive at any cost to enrich themselves 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 for themselves to get out of the poverty quagmire. Relying on a small group of enterprising private individuals as a social foundation for carrying out 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. A very wide openness of the population facilitates the process of obtaining the achievements of other countries, especially highly developed ones. But the downside is that too much openness leads to the undermining of one's own cultural heritage due to too much transfer of elements of foreign cultures. Such an illiterate copying of a foreign culture turns into spiritual and social discord, which in turn generate a reaction of rejection. This inevitably leads to the growth of contradictions between social and class groups, center and province. At the end of the 20th century, Russia is going through revolutionary movements that go hand in hand with the destruction of many positive achievements and successes of past generations. Lost values \u200b\u200bare 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 an essential 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 in ourselves, giving rise to many acute contradictions. It was in these contradictions that Russia emerged as we see it today.

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

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

Young people are the most mobile segment of society;

Young people occupy a fairly high proportion in the total population of the country. As of January 1, 2002, 36 million young citizens lived in Russia, or one in four of its residents.

The transformations that took place during and after the collapse of the USSR opened up broader paths of development for society, although, frankly speaking, there were many negative things. Among all the negative tendencies for young people, positive ones appeared, namely:

Ideological freedom appeared, that is, the paths opened, directed to the spiritual, economic and political spheres, in other words, there was freedom to choose one's own path in life;

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

Research conducted during that period showed that young people gave a positive assessment of the trend towards a market economy. Young people are much better and easier to adapt to the new conditions in the economy. About 35% of the total number of young people (32 million people aged 15-29) have already opened own business, more than 30% of the respondents would like to do business. Young people value economic freedom very highly. personality traits such as entrepreneurial spirit, pragmatism, the ability to take risks, etc. ... A young person must psychologically prepare for uncertainty, for possible multiple changes in his specialty, that is, be a universal worker who can perfectly show himself in non-standard situations (creativity, activity, thinking outside the box, etc.). Today, in such a social, economic, cultural and political situation, there is a kind of natural selection, that is, a part of the leaders is selected from the general mass of people. This is how the personality of a leader is formed. The 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 retrain, this requires quick thinking, psychological stability from the individual. Western culture imposes economic freedom, self-sufficiency and independence of the individual from the rest of society, including parents. All of the above makes a person with leadership qualities... The conclusion suggests itself: the upbringing of a person should be aimed at the formation of an individuality in him, capable of fighting with the outside world, interacting with it, it is very important to devote time to developing the personality of entrepreneurship and non-standard thinking in stressful situations.

The target audience is youth. Youth as the target audience for consumer advertising in youth magazines. Features of the youth audience

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