Keynote speakers


Natalia Waechter

Prof. Natalia Waechter is a tenure track professor in Social Pedagogy at the University of Graz, Austria, Department of Educational Science. Her research focuses on generations, young people and young adults, digitalization und social inequalities, identity, migration as well as international quantitative and qualitative studies. She is partner and project leader (at the Ludwig-Maximilian University, Munich, Germany) in the ongoing EU research project ySKILLS (2020-2023) investigating digital skills of young people. Her most recent book is The Construction of European Identity among Ethnic Minorities. ‘Euro-Minorities’ in Generational Perspective (Routledge). She is editorial board member of the Austrian Journal of Sociology (Springer), Emerging Adulthood (Sage), and Youth and Globalization (Brill).

Abstract: Glocalized Social Media Cultures

The presentation provides an overview and a detailed insight into current social media cultures by presenting and discussing four phenomena of social media which are essential for young people today: Instagram (on beauty and lifestyle), digital games (on communities and real money micro-transactions), TikTok (on children producing and sharing video-selfies), and political activism on Facebook and YouTube (Facebook-revolution; online demonstration of Friday for Future). Thereby it covers phenomena in which different age groups of young people are predominately engaged, from late childhood (TikTok) to emerging adulthood (political activism). The term “glocalized” refers to the increased rate of interconnectivity of local communities with the rest of the world and the interplay of global and local trends. The presentation will show how the discussed social media cultures share their “glocalized” character – globally connected but locally specified – but it also detects a trend towards globalized networks of production, distribution and consumption.