ВИКЛИКИ СОЦІАЛЬНИХ МЕРЕЖ У ФОРМУВАННІ ЦІННІСНИХ ОРІЄНТИРІВ УКРАЇНСЬКОГО ІНТЕРНЕТ-ПОКОЛІННЯ

Relevance. The relevance of this study is driven by the rapid development of social networks, which have become an integral part of socio-political and cultural reality, as well as the formation of public opinion. The Internet generation largely shapes its views through social networks, which not only change the ways of obtaining information but also influence the formation of value orientations and strategies for social interaction. The purpose. The aim of the study is to identify the key challenges posed by social networks that affect the value orientations of the Ukrainian Internet generation. Results. It has been substantiated that in the modern digital era, social networks have become an integral part of human life, transforming into a powerful tool for institutionalizing sociocultural changes, socialization, and integration, as well as influencing mass consciousness. It has been determined that leaders in social networks play a key role in shaping the worldview, norms, and behavioral models of modern youth. Social media influencers shape cultural trends, with their statements often being accepted without critical analysis, which can impact the political, ethical, and social views of young people. The role of artificial intelligence in the development of social networks has been characterized, as it changes communication methods, content moderation, personalization, and security. Its algorithms optimize user interaction but simultaneously raise concerns regarding ethics, privacy, and information manipulation. It has been proven that social networks affect self-esteem, anxiety levels, depression, and overall mental health among young people. Therefore, to prevent negative consequences, it is essential to develop critical thinking, digital ethics, and a culture of mutual respect in the virtual space. Conclusions. Social networks have a significant impact on the value system of the Internet generation. They can both expand perspectives and create information manipulation. The values of the Ukrainian Internet generation combine the strength of national unity, digital activism, resilience, and humanism. Ukrainian youth use social networks not merely as a space for entertainment but as a tool for resistance, mutual support, and shaping the country's future.