TRADITIONAL FAMILY VALUES IN VKONTAKTE COMMUNITIES OF ST. PETERSBURG UNIVERSITIES

In 2021–2022, 895 women were killed in Russia as a result of domestic violence [Gaidukov, 2024, pp. 46–47]. Media representation of traditional family values ​​can become an option for preventing domestic violence. Students are a vulnerable social group in the formation and transmission of traditional family values, creation and development of a strong and happy family, as they do not have sufficient life experience. One of the main communication channels for students is social media. The purpose of the study is to determine which traditional family values are highlighted in VKontakte communities of St. Petersburg universities and which materials the audience is interested in. For the study the author used content analysis of 42 posts published from January 1 to December 1 of 2024, declared the Year of the Family in Russia, in the VKontakte communities of St. Petersburg universities. The study revealed that in the Year of the Family, the press services of universities covered such traditional values as strong marriage, parenting, joint work, joint recreation, continuity of generations, support and mutual understanding, love and respect. The coverage of family stories shaped trends in the content of university communities and showed that the audience is interested in positive family stories.