THE INFLUENCE OF THE MASS MEDIA ON THE STRUCTURE OF NEEDS OF THE YOUNG IN RUSSIA:                    THE REGIONAL ASPECT  

Nedelko Sergey Ivanovich, Candidate of historical sciences, associate professor, head of sub-department of public administration and regional sociology, Penza State University, oav@pnzgu.ru
Ostashkov Alexander Valeryevich, Candidate of economic sciences, associate professor, sub-department of public administration and regional sociology, Penza State University, oav@pnzgu.ru
Retinskaya Vera Nikolaevna, Candidate of sociological sciences, associate professor, sub-department of public administration and regional sociology, Penza State University, oav@pnzgu.ru

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The article gives definition to a concept of modern means of mass communication (MMC). The authors prove the growth of their role in modern society as a social institution. The researchers place an emphasis on the socializing function of MMS in their impact on young people to form the structure of its values and needs, the deployment of innovative capacity, as well as multiplication, enrichment and improvement of the living world on the individual, team, organizational, institutional and generational levels. The article describes the results of the survey conducted
in 2011 by the Department of "Public Administration and Sociology of the region," Penza State University, which displayed strengthening of values of "private rights" among the youth.

means of mass communication, information society, youth, socialization, values, sociological research, mechanism of balanced personal interests, public and state interests.