Zinchina O. Media behavior younger audiences: factors dynamics in today's society.

Object: media behavior of youth in terms of modern society. The purpose: to conceptualize the media behavior of students and factors of its transformation. Methods of study: historical and comparative, system and structural, system analysis, typology, comparative analysis and synthesis, questionnaire, analysis of documents (TV content) focus-group interviews, typological, correlative, cluster analysis, content analysis, content analysis of qualitative information. Theoretical and practical results: conceptual bases of research of the phenomenon of youth media behavior have been proposed; author’s definition of media behavior as an individual action system (or community) in the media space has been formulated; ranks of the main Ukrainian TV channels by the criteria of television violence on the basis of the authentic method of analysis of television content have been introduced; criteria of the theoretical typology of media behavior of the young audiences have been developed. Novelty: conceptualization of the of the media behavior phenomenon of the Ukrainian youth in the context of contemporary media space. Degree of implementation: the results of the research have been introduced into the studying process in O. M. Beketov Kharkiv National University of Urban Economy, in particular, in the courses of «Social Science», «Conflict Management», «Public relations, advertising technologies and service marketing», «Fundamentals of business communication».