Abstract
The paper considered the mass communication media being an institution extremely important for social adap-tation, and capable of transforming the public (value) frame of reference. Recognizing the part taken by the mass media as a factor of spiritual and moral society’ advancement requires keeping this in mind when imple-menting the regional strategy for society advancement. The paper reviewed the author's study outcomes reflect-ing preferences of inhabitants of the Tyumen Region in selecting mass media sources and the part taken by the Internet in communicating blameworthy societal practic-es. The authors inferred that using the Internet for the purpose of pastime exerted a destructive impact on the shape of spiritual and moral foundations of society.
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