Проблема трансляции культурных ценностей в современном медиапространстве
Authors: Antipkina E.N. 
Published: January 2020

Актуальность статьи обусловлена необходимостью анализа проблемы трансляции культурных ценностей в современном медиапространстве посредством Интернета, телевидения и кинематографа. Сегодня аудиовизуальные средства массовой коммуникации являются главными проводниками идей, традиций, ценностей, а также важнейшим институтом управления общественным сознанием, на что в настоящих изысканиях сделан особый акцент. Статья носит междисциплинарный характер, поскольку объединяет исследования в области культурологии, философии, журналистики и медиакоммуникации. Теоретико-практическая значимость и научная новизна работы заключается в предпринятой автором попытке исследовать сущность аудиовизуальных технологий в процессе трансляции культурных ценностей.

The relevance of the article is due to the need to analyse the problem of transmitting cultural values in the modern media space through the Internet, television and cinema. Today, the audiovisual mass media are the main vehicles of ideas, traditions, values, as well as the most important institution for managing public consciousness, which is particularly emphasised in this research. The article is interdisciplinary in nature as it combines research in the field of cultural studies, philosophy, journalism and media communication. The theoretical and practical significance and scientific novelty of the work lies in the attempt the author makes to investigate the essence of audiovisual technology when transmitting cultural values. The author interprets the term media space in an axiological sense, which allows linking it with the mechanism of cultural continuity, inheritance of traditions, cultural and other values and norms, and, in general, with the transmission of social experience. It is emphasised that traditional spiritual values belong to the strategically important heritage of Russian culture. They constitute the conceptual core of the domestic cultural policy, including youth-oriented policies. The author notes that modern youth culture is simultaneously enriched by the achievements of world culture, is under the active influence of mass culture, anti-culture, and loses many national features and traditions. According to the author, the formation of the cultural and moral values of the younger generation takes place in an actively changing information and communication space therefore, the most important in the promotion of cultural and moral values is the use of the capabilities of the media space (Internet, television, cinema). The author notes that the Internet, born in the West, still broadcasts Western culture to a greater extent. At the same time, the use of information and communication technologies in the field of culture and in the system of humanitarian education with the aim of strengthening the system of spiritual and moral values should become important components of the state cultural policy. At the same time, according to the author, the theory and methodology of organising the cultural education of the youth in the context of the media space formation are unacceptably slow. For the purposes of ensuring national security, it is especially important to carry out social and legal regulation of the broadcasting of information in the modern media space.