THE IMPACT OF RUSSIAN-LANGUAGE CONTENT ON THE CULTURAL ORIENTATIONS OF UKRAINIAN YOUTH

Abstract

The article examines the impact of Russian-language content on shaping the cultural orientations of Ukrainian youth during the information war and globalization. Special attention is given to analyzing changes in young people's consumption habits following the full-scale invasion of Ukraine by Russia. The study highlights how Russian media content influences the perception of cultural values, national identity, and social attitudes among youth, who constitute the most active group of digital media users. The research methodology is based on sociological surveys, content analysis, and correlation analysis of data. The collected data indicate a significant decline in the popularity of Russian content among youth, driven by patriotic sentiments, increased trust in Ukrainian sources of information, and heightened critical awareness of propaganda. The study's findings emphasize the necessity of promoting Ukrainian cultural products, enhancing media literacy, and creating attractive alternatives to Russian content. Particular attention is given to recommendations for educational institutions and cultural organizations aimed at supporting information security and fostering a nationally oriented digital environment.