MASS MEDIA IN THE PROCESS OF TRANSFORMATION OF CULTURE AND POLITICAL PARTICIPATION OF YOUTH

Abstract

Mechanisms and tools aimed at optimizing media information influence, transformation of political culture and political activity of Russian youth are revealed. The authors substantiate the necessary conditions for the development of the political potential of young citizens in the process of conducting the state media education policy, and its strategic guidelines are structured. Based on the analysis of the results of sociological surveys, the authors found that the tools used by the media fill the gaps in political communication, being a means of legitimizing ideologies, which as a result transforms the culture and ways of sociopolitical activity of young people. It is argued that the media education policy should neutralize the extremist and destructive models of the political participation of young citizens. The Russian mass media need to revive their upbringing, educational and patriotic functions aimed at overcoming political inertia in the youth environment. Improving the system of state regulation of the media should become a strategic task of the state youth policy in the Russian Federation. It is proved that the use of media education technologies and the implementation of the tasks of increasing the media literacy of the younger generation will make it possible to use its initiative in the interests of the state and civil society, to intensify the expression of institutional forms of participation in democratic life.