Russian and Japanese younger generations in search for a new media product

The relevance of the study is conditioned by the objective necessity to form students' ability to online and offline behavior in modern media space. The aim of the study is to identify the role of Russian and Japanese younger generations in search for a new media product in the modern society. The article reveals the reasons of decreasing offline publications and analyzes the effects of the sharp increase in demand for tablet computers, which have become the fastest-growing category of personal electronics and displacing readers and e-books both in Russia and in Japan. Based on the Russian and the Japanese experience we made a conclusion that the agenda of regional print media mostly focused on the local life. The reasons not to read the central press by the youth in province is based on the belief that it is too far from the people's common life. The material contains a comparative analyses and forecast, whether the Internet will be able to occupy a niche, which traditionally was belonging to the newspaper. The analysis of the younger readers' behavior is made on the generations' attitude towards media and contains the idea how soon the Internet will be able to completely replace the function of the print media. The ways of analysis are useful for development of communication theory, linguapragmatics, psycho- and sociolinguistics, cultural linguistics, media linguistics, comparative linguistics and pedagogics. The article is considered the features of functioning of mass media influencing on the youth in Japan and Russia. © 2017 Serials Publications.