CULTURAL VALUES’ STUDYING METHODS AND BEHAVIORAL PRIORITIES OF STUDENTS’ YOUTH, FORMED UNDER INFLUENCE OF CONVERGENT MASS MEDIA

Abstract

Research methods of modern mass media materials differ depending on the goals and tasks which are set in front of each specific study. However, the system of methods for studying mass media, formed in the post-Soviet space, cannot be considered perfect, as research methodology hasn’t been developed enough of the so-called “new” media, as well as the convergent media. In particular, the existing methods often leave the address to specific subject matter and problems of mass media on the periphery of scientific thought. The proposed method allows us to study cultural values and behavioral priorities of the audience of consumers of mass media content in relation to a specific situation or problem. The advantage of the proposed method is the possibility of carrying out the research in the shortest possible time. In addition, this technique is most relevant to the study of materials of convergent mass media, and “new” media, which were prevalent in the early XXI century, in the era of global informatization and internetization. The application of the method is illustrated by a concrete example. The audience of the mass media under consideration has been made up of students’ youth. The method can be used to analyze a variety of media materials according to their characteristics, including while studying reports in the “new” and convergent media.