TOPICS

Consumer Generations

The Impact of Communication on Decision-making of Diverse Types of Consumers
Retail Marketing and Shopping Behaviour of Children, Teenagers, Young Adults, Parents, and Seniors
Brand Communication and Its Perception: People’s Attitudes towards Brands and Creator Communities
New Tools of Marketing Communication Designed to Address Specific Target Groups
„Torch Passing“ – Challenges of Influencer Marketing in the Age of Generative AI
Gen Z Consumers, AI-generated Advertising, and Synthetic Influencers
Advertising Tailored to Generational Preferences and Values
Promoting Tourism to Different Cohorts at Local, Regional, and National Levels
Global Marketing Trends Related to Aging Populations in the Western World
Generational Cohorts and Their Consumer Preferences
Social Media Marketing Aimed at Different Target Groups
Generative AI as a Tool for Cohort Marketing – Demographic, Lifecycle, and Behavioural Factors
Generational Advertising and Marketing Strategies – Retail Media Networks and Digital Advertising Platforms
Nostalgia Marketing Targeting Boomers and Gen X vs. „Identity Marketing“ for Millennials and Gen Z
Generational Differences in eWOM and Peer Recommendations
Neuromarketing as a Way of Understanding Generational Cohorts

Media Audiences of All Ages

Audience Expectations Related to Journalism in the Press, Radio, TV, and on Social Media
Echo Chambers and Filter Bubbles: Generational Connotations of Encountering Disinformation and Fake News
Public Service Media and Their Online Presence: For Digital Natives or Digital Immigrants?
Multiplatform Journalism and Newsfluencers as Generational Trust Proxies
Legacy Media vs. Non-professional Journalists, Bloggers, and Conspiracy Content
Platform Economy of Media and Platform Preferences across Generations
Young People and the Platform Preference/Trust Paradox
Motivations and Typologies of News Avoidance across Cohorts
News Fatigue and Doomscrolling as Generationally Differentiated Phenomena
Selective Exposure via Social Media: Algorithms and Different Age Groups
Re-evaluating the „Digital Natives“ Advantage: Tech Savviness versus Critical Thinking
AI Literacy as New Generational Divide
Media Representation of Minorities and Marginalised Voices
Digital Communication Environments: People of All Ages Meeting Technology
„Screenagers“: Needs and Expectations of Young Media Audiences
Micro-generations: Cohorts Defined by Shared Media-technological Experience
Intergenerational Tensions in Media Consumption: Animosities on Social Media and Elsewhere
Parasocial Relationships and Their Effects on Wellbeing across Age Groups
Fan Cultures as Bridges across Generational Audience Divides

Next-Gen Tech & Art

Short-form and Long-form Video as Generational Gateways
Generational Stereotyping and Counter-narratives in Feature Films, Documentaries, and Television Dramas
Podcasts and Audience Stratification
Portraying Lives: Audiovisual Narratives as Sources of Social and Cultural Experience
A New Generation of Heroes and Heroines in Film and Television
Only for Aging People? Reality TV and Its Social and Cultural Impact
Music Industry and Songs Able to Transcend Generations
Commercial and Non-commercial Modes of Audiovisual Production and Their Audiences
Photography in the AI Era
New Trends in Documentary, Journalistic, and Experimental Photography
Creativity and Aesthetics in Terms of Media and Marketing Communication

Gaming Today: Beyond Console Generations and Mobile Devices

Demographic Profiling of Baby Boomer, Gen X, Millennial, Gen Z, and Gen Alpha Gamers
Genre Preferences across Cohorts
Console Generations: What Has Been and What to Expect
The „Democratization“ of Gaming – Expanding the Audience (Far) Beyond the Young-White-Male Demographic
Thematic and Genre Development of Digital Games
Mobile and Casual Gaming as Generational Boundary-crossers
The Freemium Economic Model and Generational Willingness to Engage in Microtransactions
Generationally Targeted In-game Advertising in Mobile Games
Bonding across Age Groups: Online Gaming Communities, Multiplayers, and Co-ops
Parent/Child Co-play as Part of Family Life
Gamer Identity Construction in Childhood, Adolescence, and Adulthood
Storytelling in Games and Its Impact on the Cultural Identity of (Not Only) Young People
Gaming-as-Social-Media: Cohorts and Gaming Platforms (Discord, Twitch, Multiplayer Lobbies)
Gaming Brands as Media Empires: From Console to Hollywood
Transmedia Narratives in Digital Gaming
Virtual Worlds and Communication: New Forms of Social Interaction
XR (Augmented Reality) Games as the Future of Immersive Communication
Digital Games as Educational Tools for Children and Adults
Gamers and Their Preferences and Expectations
Digital Gaming Industry as Seen by Gamers
E-sports and Their Social, Cultural, and Economic Impact
AI Tools Used in Terms of Producing and Distributing Digital Games
Monetization Strategies in the Digital Gaming Industry Targeting Different Cohorts
Gamification of People’s Soft Skills

Thinking about Future Generations

Corporate Social Responsibility and Social Accountability of Businesses
Social Marketing and Its Purposes
Innovations in Communication and Marketing
Ecologically Responsible Communication and Eco-innovations
Intergenerational Media Literacy Gaps: Children, Parents, Grandparents
Ethical Challenges of Developing and Using AI Tools and AI-based Technologies
Ethical Principles Related to Producing News and Opinions (the Press, Radio, TV, the Internet)
Media Legislation and Regulation of Media Production at National and International Levels
Legal Protection of Minors, Minorities, and Vulnerable Groups in Relation to Media Content