A.K. Bodrov

The article analyzes the theoretical and practical aspects of the influence of mass culture on the formation of value attitudes among the «digital youth» of the Russian Federation. The article presents the results of a study of opinions by specialists and experts in various areas of mass culture from 37 subjects of the Russian Federation — from the DPR to the Khabarovsk Territory. The study used methods of in-depth interviews and expert surveys. The results of the study showed that young people are more susceptible to the effects of mass culture products due to factors such as socialization (including in the digital environment), long-term spending with digital services, etc., which affects the transformation of their values, which destructive elements can take advantage of. The older a young person is, the more meaningfully he reacts to any events that occur, his value system is already more stable. Nevertheless, digital mass culture remains a complex and dangerous tool in today’s complex international environment. In order to support the younger generation and form positive values in them, it is necessary to create their own mass media products. Therefore, within the framework of the study, criteria for the selection of such media projects have been prepared, as well as a matrix, where possible values and media products are generally correlated, which will allow de veloping simultaneously the sphere of technology, the media sphere and the value system of Russian youth.