REPRESENTATION OF TRADITIONAL VALUESIN TELEGRAM CHANNELS: THE SOCIAL STATUS OF WOMEN IN THE MODERN DIGITAL ENVIRONMENT

The article explores the representation of traditional values and the social status of women in the context of modern media reality, using Telegram channels of micro-influencers. The study analyzes 10 channels with a subscriber count ranging from 1000 to 100000, focused on promoting Russian culture, history, and women’s imagery. Special attention is paid to the visual aesthetics and textual content of these channels, as well as their impact on audience perception. Using a qualitative analysis method and Goffman’s theory, the authors highlight key thematic areas such as the portrayal of women, traditional values, and the role of family and cultural norms. The results demonstrate how digital platforms like Telegram serve as crucial spaces for preserving and disseminating cultural narratives, including through the activation of traditional gender roles and the representation of women as guardians of family values and cultural heritage.