COMMUNICATIVE BEHAVIOUR OF GENERATION Z IN THE ASPECT OF EFFECTIVE WORK WITH TARGET AUDIENCE OF THE PROJECT (ON THE MATERIAL OF THE ALL-RUSSIAN COMTEST OF YOUNG RESEARCHERS "UNIVERSUM")
This article examines the characteristics of representatives of Generation Z on the basis of research presented by domestic experts and practitioners, studies the specificity and features of the communicative behavior of representatives of this generation in the context of modern media communications and demonstrates the results of their own research on the manifestation of this specificity by participants in a youth educational project. The obtained results of the analysis of existing materials and the results of our own research formed the basis for the organization and promotion of the youth project.