SOCIAL ANALYSIS OF THE TRANSFORMATION OF VALUES IN THE CONTEXT OF GLOBALI ZATION

Globalization in the modern era is characterized by the intensification of social, economic, and cultural relations, and this process has a significant impact on the value system of societies. The purpose of this study is to analyze the transformation of values in the context of globalization and to determine the impact of these changes on society and the individual. Within the framework of the study, analytical and comparative approaches were used, and existing scientific literature and official statistical data on the topic were examined. The conducted analysis shows that the process of globalization, on the one hand, creates conditions for the spread of modern values, the expansion of individual freedoms, and the increase of social opportunities; on the other hand, it is accompanied by the weakening of traditional values, changes in social relations, and the emergence of value conflicts. This transformation occurs more rapidly especially among young people and directly affects their life priorities. From this perspective, the issue of value transformation in the context of globalization emerges as a relevant scientific problem, and this article analyzes the main directions of this process.