Formation of traditional value orientations of the youth of Russia and China in the XX-XXI centuries

The subject of this article is the historical influence of mass culture, especially visual media and rock music, on the youth of Russia and China in the process of forming their value orientations. Particular attention is paid to the analysis of changes that have occurred since the late 1980s in the context of socio-political transformations: the collapse of the Soviet Union and the beginning of reforms in China. The study focuses on the replacement of traditional cultural archetypes with new symbols of consumption, which were actively promoted through cinema, television and music. The article provides a historical analysis of the transformations of cultural preferences of young people, including the dominance of violence and sexual aggression in films, as well as the negative impact of countercultural music genres such as heavy metal and punk rock. The research methodology includes a historical and cultural approach, analysis of mass cultural phenomena and a systematic study of the influence of visual and musical media on the formation of value orientations of young people. The scientific novelty of this research article lies in revealing the profound influence of mass culture, especially visual media and countercultural music genres, on the formation of value orientations of young people. The study also emphasizes the importance of cultural and environmental components of media influence, indicating a crisis of universal humanistic values ​​among young people. The findings indicate the need to develop programs aimed at nurturing conscious consumption of cultural products and strengthening moral guidelines through closer interaction between educational institutions and cultural institutions, which is the key to the healthy development of society. In conclusion, the work emphasizes that young people's awareness of their cultural responsibility can be an important step towards positive changes in the socio-cultural environment.