<abstract xmlns="http://www.w3.org/1999/xhtml"> Introduction: The transition from the limited information environment to the extended information world has fundamentally transformed the communication and information-gathering processes. The new learning spheres (non-formal and informal learning, i.e. lifelong learning) require rethinking learning strategies.Purpose: The generation logic and knowledge of different generations can help making the learning process more effective and efficient. It also helps, if we know which generation exists and which one is a “fictious generation”. According to theory of Mannheim and the model of Prensky, we can describe Generation X, Y and Z, but now the name of the next generation is being established.Methods: With the help of traditional desk research, such as literature search, data mining and web search, this article covers the origin of Generation Alpha (Alfa), the possible characteristics attributed to this age group, and tries to discern if this concept is meaningful in terms of the generation paradigm.Conclusions: Overall, it is apparent that while the existence of X, Y, and Z generations is demonstrable, the naming and characterizing the Alfa generation is important for marketing purposes, scientifically there is no evidence for “Generation Alpha”.</abstract>

Introduction: The transition from the limited information environment to the extended information world has fundamentally transformed the communication and information-gathering processes. The new learning spheres (non-formal and informal learning, i.e. lifelong learning) require rethinking learning strategies.Purpose: The generation logic and knowledge of different generations can help making the learning process more effective and efficient. It also helps, if we know which generation exists and which one is a “fictious generation”. According to theory of Mannheim and the model of Prensky, we can describe Generation X, Y and Z, but now the name of the next generation is being established.Methods: With the help of traditional desk research, such as literature search, data mining and web search, this article covers the origin of Generation Alpha (Alfa), the possible characteristics attributed to this age group, and tries to discern if this concept is meaningful in terms of the generation paradigm.Conclusions: Overall, it is apparent that while the existence of X, Y, and Z generations is demonstrable, the naming and characterizing the Alfa generation is important for marketing purposes, scientifically there is no evidence for “Generation Alpha”.

Generation Alpha: Marketing or Science

Pallasz Athéné University, Kecskemét, Hungary; J. Selye University, Komárno,

Acta Educationis Generalis

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Generation Alpha: Marketing or Science"}

Introduction: The transition from the limited information environment to the extended information world has fundamentally transformed the communication and...

Generation Alpha: Marketing or Science

Published Online: Apr 20, 2017

Page range: 107 - 115

Received: Sep 17, 2016

Accepted: Mar 09, 2017

DOI: https://doi.org/10.1515/atd-2017-0007

Keywords
generations, GenAlfa, Alpha generation

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Generation Alpha: Marketing or Science

Published Online: Apr 20, 2017

Page range: 107 - 115

Received: Sep 17, 2016

Accepted: Mar 09, 2017

DOI: https://doi.org/10.1515/atd-2017-0007

Keywordsgenerations, GenAlfa, Alpha generation

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
generations, GenAlfa, Alpha generation