DEMOGRAPHIC VALUESAND SOCIO-DEMOGRAPHIC PROFILE OF VKONTAKTE USERS: IS THERE A CONNECTION?

Abstract

The main purpose of the study is to identify whether there is a connection between different demographic values, as well as socio-demographic characteristics of social network VKontakte users. Based on a large data set of user comments of two types - parental and childfree groups, - the paper identifies the links between different types of demographic values - positive or negative attitudes towards parenthood, family creation, having children, attitude towardshealthy lifestyle, as well as between values and socio-demographic characteristics such as gender, age, marital status. Drawing on a logit analysis, the authors construct socio-demographic profiles of so-called “pronatalists” (parental groups) and “anti-natalists” (childfree groups)in Russia and prove the correlation between different types of values. For example, positiveattitudes towards parenthood, childbearing, and family creation (reproductive and family values) are associated with negative attitudes towards smoking and alcohol (positive vital values). The marital status is also associated with these positive values (which indirectly indicates a connection with matrimonial values). A connection was found both between different types of demographic values of the social network users of selected demographic groups, and a connection between the socio-demographic characteristics of users and their values. For example, women and older people (in some model specifications) are more proneto family values. Additionally, the study confirms the quality of the choice of demographic groups in social network by names and declared values- a connection is traced between belonging to pronatalist or antinatalist groups and value attitudes about life priorities (familyor leisure and self-development).