Introduction
Generation Alpha is set to become the foundation of future society, as the development of social and cultural norms in the coming decades will depend on how this cohort—who were born and continue to grow in an era of rapid technological change—perceives and understands the surrounding reality.
One of the key aspects of how Generation Alpha perceives the world is sound, which permeates every sphere of our lives. Music, podcasts, ASMR videos—all these sounds emerging from phones or computers shape their emotional landscape and cognitive processes.
Block: Research
This study describes the characteristics of sound perception in Generation Alpha. A series of hypotheses was confirmed based on surveys, vividly illustrating the image of this generation.
Hypothesis 1: Generation Alpha listens to and perceives the world around them less
Having headphones allows him to independently choose what to listen to. Thus, representatives of this generation limit the influence of the external sound environment to fully immerse themselves in their inner world.
Below are some major events in the evolution of headphones that led to the diversity of devices we have today.
(1) Sony advertisement. Campaign for new headphones. 1981.
(2) Print advertisement for Sony headphones. 1998.
In the early 1980s, Sony began producing players that came bundled with headphones. Around this same time, noise-canceling technology began to gain popularity.
(1) Apple iPod advertisement. 2005.
(2) Apple. AirPods Max campaign. 2024.
Apple made a significant contribution to the evolution of headphones. It introduced the world to the famous iPods, AirPods, and AirPods Max, and with them, popularized wireless and noise-cancellation technologies.
Apple. The «Bounce» campaign. 2019.
Water-filled Inmergo headphones by Rocco Giovannoni. 2019.
The diversity of innovative inventions in the headphone market is astonishing. In 2019, designer Rocco Giovannoni introduced the Inmergo headphone model, which transmits sound through bone vibrations. This technology provides rich audio even for people with hearing impairment.
Water-filled Inmergo headphones by Rocco Giovannoni. 2019.
Research based on surveys of the 10–15 age group showed that for the vast majority, audio content and listening to it with headphones are an integral part of life.
The use of noise-cancellation technology relates to a desire to minimize external distractions. This may speak to the value of personal space.
Hypothesis 2: Music Became More Accessible
Streaming services with personalized recommendation systems make music more accessible. You no longer need to go to a record store and buy rare vinyl. Thus, Generation Alpha covers a wider range of artists and genres but does not delve as deeply into the material.
«Cinema» Group. Photo from the family archive. 1984.
Kids from the All-Union Pioneer Camp «Artek» sing songs around the bonfire. USSR. 1970s.
Boomers, Gen X, and Millennials were more accustomed to listening to music collectively. It was easier to enjoy music in a group setting. Live music and singalongs by a campfire are a rarity—perhaps even exotic to Alpha. This generation is growing up in circumstances where access to music has become more individualized thanks to personal devices.
(1) Advertisement for the Panasonic turntable. 1977.
(2) Sanyo. Stereo Radio Advertisement. 1989.
With every new technological invention, music becomes more accessible: even the shift from a vinyl turntable to a cassette player significantly impacted how humans interact with music.
(1) Sony Walkman advertisement. 1979.
(2) Sony CD. Advertisement. 1989.
Over time, music listening devices became increasingly compact, and later, portable. Music can be enjoyed anywhere.
Yandex Station Max with Zigbee. 2023.
