Possibilities to study youth values through vkontakte social network accounts

Abstract

The article explores the values of young people through their profiles on Vkontakte social media website. The study shows that political, religious and value-based settings of young people can be differentiated in terms of gender and age. The data obtained are compared with the results of conventional sociological studies. The authors conclude that youth values can be studied through Vkontakte social network profiles and further comparative studies are necessary. The sample frame is represented by young people aged 14-30 who live in Yekaterinburg and have complete public Vkontakte profiles (N = 57 860). API was used for obtaining and analyzing the data; IBM SPSS Statistics Base 22.0 was used for the data processing. © 2020 Russian Public Opinion Research Center, VCIOM. All rights reserved.