Generation Alpha and its relationship to the social media

This paper aims to examine the Generation Alpha and particularily what is the role of media in their lives. The whole text is sourced from academic research and surveys both from the Czech Republic and across the world. In the first part, the paper describes the topic of generations in general, offers definitions and approaches to classifying generations - and reasoning behind these. Moreover, the first part of the paper compares generations preceding the Generation Alpha. The second part describes specific characteristics of the Generation Alpha, their values, attitude to education and focuses on the psychosocial developement of this age cohort. It focuses on the distance learning and its impact on this generation, since the fallout of COVID-19 pandemic caused it to be unprecedentedly widespread. Work of Mark McCrindle, the man who named the Generation Alpha, is briefly mentioned here. The final part describes media, their impact on human personality developement and Generation Alpha in particular. A comparison is drawn between how Generation Alpha of Czech Republic relates to media and what is the global picture