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The work is devoted to understanding the intrinsic characters of the "analogue" and "digital" generation of mass media, summarizing their generational media practice in the digital age. As a result, generations with stable characteristics of "analogue" and "digital" have been revealed. Also, we found out two transitional generations, the affiliation to which is established based on the level of "information competency". Besides, echo-generation was discovered – a transition between "digital" and "analogue" gener...