Features of self-presentation and value orientations of representatives of different generations

Statement of the problem. The article examines the features of self-presentation and value orientations of representatives of different generations. Specifically, the phenomenon of self-presentation is analyzed as one of the key aspects of socio-psychological interaction. Moreover, the study aims to identify fundamental values, self-presentation tactics, and their interrelation in different generational groups. The purpose of the article is to study the features of self-presentation among representatives of the Baby Boomers, Generation X, Generation Y, and Generation Z. Furthermore, the study seeks to determine the dominant values and self-presentation tactics, as well as to identify their interrelation. Methodology and research methods. The methodological basis of the study is W. Strauss and N. Howe’s generational theory, as well as the concept of values by S. Schwartz. In particular, the research methods included the selfpresentation scale by S.-J. Lee and B. Quigley, the self-monitoring scale by Snyder, and Schwartz’s value orientations methodology. The sample consisted of 153 respondents from four generational groups. Data were analyzed using mathematical statistics methods, including ANOVA and correlation analysis. Research results. As a result, differences in self-presentation tactics and dominant values among generations were identified. Specifically, the Baby Boomers are characterized by defensive tactics and a value of security, whereas Generation X is distinguished by attractive tactics and an aspiration for autonomy. Generation Y predominantly employs apology tactics and conformity, while Generation Z exhibits assertive strategies and a value of power. A common feature for all generations is the aspiration to create a favorable impression, shaped by the continuity of generational values.