The paper summarizes the results of Russian and non-Russian research to identify the causes of the emergence of “lost” generations from the position of social & humanitarian knowledge. The result of theoretical reflection of the formative experience of Russian “digital natives” is the conviction of the essential generational significance of free access to information and communication technologies and the continuity of the interactive media stream and a weighty factor in the generational entelechy of “digital” media generations. In addition, the essential reason for the emergence of “lost generations” was theoretically revealed - this is the lack of objective opportunities for the implementation of the formed generational patterns. The current restrictions on access to the media, the most sought-after by the Russian generation of “digital natives”, due to the unfriendly reaction of the Internet community to the special military operation in Ukraine without providing equivalent media alternatives, could lead to a new generation of “superfluous people”- the first domestic “lost” media generation.