MEDIA CULTURE AND ITS INFLUENCE ON THE FORMATION OF SOCIAL VALUES

Abstract

The article analyzes media culture as a social phenomenon and determines its impact on the process of shaping social values in the context of digital transformation and globalization. It is found that media culture, which is a key element of the modern information society, can significantly influence the formation of value orientations and worldview of individuals. With the development of digital technologies, media culture is acquiring new forms and mechanisms, which strengthens its role in the redistribution of information flows and cultural practices. It is noted that the globalization of media content not only contributes to the emergence of new social standards and behavioral patterns, but also allows manipulating information, which has a significant impact on public consciousness. Particular attention is paid to the analysis of changes in social values that arise under the influence of the media, in particular in the context of globalization. It is noted that media culture functions as an important channel for transmitting values and standards of behavior, which has a direct impact on individual and collective guidelines in society. Values that are formed in a collective environment promote social cohesion and maintain the stability of cultural practices. The importance of developing media education institutions and educational programs that prepare individuals to adapt to the modern media environment is emphasized. It is established that in the context of the globalized world, the ability to critically evaluate information and use it in social and professional spheres is necessary for the preservation and development of social values. It is emphasized that media culture not only reflects the state of society, but also actively shapes new realities that determine the directions of social transformation and personal development.