Social and Psychological Determinacy of Attitudes towards the “Year of the Family – 2024” Logo: communicative aspect

The paper represents the results of the study of attitudes towards the “Year of the Family – 2024” logo in Russia in the context of popularizing family values and analyzing the value-semantic orientations of young people. The authors reveal the role of socio[1]psychological factors in ensuring the compliance and uniqueness of a social advertising product with the internal expectations and attitudes of the target audience. The study shows that the personal value-semantic attitudes of respondents within the framework of their attitude towards the image and their differences in internal priorities determine the choice of assessments in the preferences of the elements that make up the logo image. The desire to achieve emotional richness and productivity in life, love , to focus on the happiness of others and to experience the beautify of nature and art is manifested in the approval of the image of a large and friendly family, the name of the campaign and its colors. Negative attitudes towards the logo were found among people with dominant values of knowledge and freedom , and the desire to fully control their lives, which is manifested in disagreement with the statement to create a family, such as shown in the campaign, in rejection of the idea that the family should be determinately large, and the skepticism towards the slogan “We have room to grow”. The authors raise the question of how attitudes towards instruments of popularization of family values are formed and what should be the form and content of communications, interaction, information and psychological support of public campaigns conducted within the framework of social and family policy, when understanding of socio-psychological patterns in increasing the effectiveness of PR technology and information and communication practice is of particular importance. The findings expand the general understanding of the existing possibilities for managing public opinion, building relationships between society and government agencies, in the context of current changes in social processes, information and digital factors that influence public consciousness in the process of socialization of young people, their involvement in the field of family protection and preserving the country’s family values.