Commercial advertising as an axiological resource of upbringing activity

Abstract

The aggravation of the conflictogenicity of the information society and the strengthening of its social disorganisation orient professional pedagogic communities to search for effective tools that would ensure the formation of value orientations of young people. The article deals with the problems of studying mass media branded discourse as a significant upbringing resource aimed at assimilation by the digital generation of young people of socio-cultural experience and traditional spiritual values of Russian society. The basis of the conceptual model for studying the axiological resource of commercial advertising for the formation of value orientations of young Russians as an upbringing concept and an indicator of social stability was an integrative approach, including well-known methods of sociological and psychological research, methods of political media metrics and methodological techniques adapted for research tasks. Statistical methods of data processing were used to eliminate the Gap of Richard Tracy LaPiere and verify the results of the study. An empirical study conducted in a youth audience revealed the emergence of upbringing effects under the influence of commercial advertising not only in relation to the development of consumer preferences and attitudes, but also in relation to the formation of value-based socially and socially significant attitudes. The results of the study showed that commercial advertising has significant potential when using mass media branded discourse as an upbringing tool, denoting the semantic field in which the socialisation of young people and the assimilation of value orientations take place.