THE INFLUENCE OF MASS MEDIA ON THE FORMATION OF VALUE ORIENTATIONS OF YOUTH

Abstract

This article analyzes the influence of mass media on the development of youth value orientations in the context of the modern information society. It emphasizes the transformation of information from an abstract category into a priority resource and the growing role of information culture as an integral component of personality. The dual nature of the media's impact is  examined: along with positive aspects (expanding horizons, developing creative abilities), negative consequences are noted, such as the manipulation of consciousness, the dissemination of destructive and low-quality information, and a decline in critical perception. Particular attention is  paid to the role of higher education institutions, particularly universities of culture and the arts, in shaping students' stable value orientations through curricular and extracurricular activities, including mentoring. The importance of developing young people's ability to critically evaluate information and recognize responsibility for its dissemination is emphasized.