Beata Gazda

PhD candidate at the Doctoral School of UKEN in Krakow (discipline: sociological sciences). A graduate of sociology from the University of the National Education Commission in Krakow and journalism and social communication from the Jagiellonian University. She also completed postgraduate studies in User Experience & Business Design at the Józef Tischner European University.
In her doctoral dissertation, she analyzes the specificity of Generation Z communication in the era of digital transformation, focusing on the mechanisms of role hybridization and the functioning of the individual within “onlife” ecosystems, as well as their impact on contemporary social structures.
She has extensive professional experience, gained through her work for creative agencies and international corporations, including marketing and communication strategies, UX and project management.
Research interests: sociology of communication and media, digital sociology, intergenerational communication, digital identity, and social psychology.