The article considers the actual problem of using the innovative technologies during the educational process in higher education institutions for training of future social workers. Professionalism in the activities of a social worker is in constant motion. Actions that take place in a society require constant professional changes in methods and technologies of social work. Social work is inseparable from society as a whole and is aimed at the population. Designing in social work is a constructive, complex, creative activity, the essence of which is in advanced reflection of reality in order to transform the personality of oneself, own life situation and the surrounding world with the help of a social worker. Social work refers to the category of innovative, creative technologies, because it involves a change of reality. It is based on the existing life situation, which can be unified, mastered and refined. A social worker is the initiator of innovation, the purpose of which is to create, modernize or maintain in a changed environment material or spiritual value of people, recognized as positive in its social value.

The article presents a theoretical analysis of informative and manipulative influence on the socio-political consciousness and behavior of modern youth. The interpretation of consciousness in the psychological and political areas has been revealed, which makes it possible to consider information technologies as an important attribute of influence on political consciousness. There has been conducted the analysis of the psychological components of informative and manipulative technologies, which defined as the dominance of the spiritual state of the individual, the imposition of thoughts, ideas, attitudes, values and management of behavior in favor of the subject of influence. There has been revealed the idea that the favorable socio-political conditions encourage the media to exert influence by manipulating the political consciousness and behavior of young people. The opinion has been clarified, that the use of communication technologies, that optimize the implementation of policy actors of their tasks and responsibilities through rational means, sequence of actions, development of an appropriate algorithm of behavior, result in the implementation of human activities to achieve socially significant goals, including political one. In the context of this issue, the role of the media in the political processes of society has been revealed, where they act as a means of manipulative influence aimed at transforming the political consciousness of young people. The factors influencing the political consciousness of young people have been analyzed, where the most influential are: granting the right to edit, adding their own conjectures; distortion of information; submission of false information; being reticent about major events; being ahead of the curve. However, the main reason for the effects of informative and manipulative influence lies in the personal scope, where it is important to have the ability to think critically, to analyze, interpret, defend the point of view, have strong energy and will, to have different forms of verbal influence of optimal mechanisms of thought and actions appropriate to the situation. Methods of effective counteraction to informative and manipulative influences have been determined. The main one is the ability to distribute information in the associative space, when one constructs the absence of intersection of the discussed events by associative connection with other unrelated events. Due to effective approaches, modern youth has the opportunity to stop being a "passive mass" and become active citizens who defend their opinions, make independent decisions and form their own patterns of behavior.

The problem of communication in the information society is one of the most important. First of all, it is related to the educational sphere, because it aims at providing a comprehensive preparation of a person for the modern life in the world of various connections, communicative opportunities of social relations. Professional communication is the main form of the pedagogical process, the productivity of which is determined by the goals and values of communication accepted by all its subjects as the norm of individual behavior. It is revealed in the process of joint communication activity of people (subject-subject interaction), mediated by the exchange of information, in the process of which each of its participants acquires universal experience, social, pedagogical, communicative, moral and other values, knowledge and ways of communicative activity. He identifies, reveals and develops his own mental qualities, is formed as a person and as a subject of communication. In this sense, communication, communicative activity are important factors in a person’s mental development.

The world is constantly changing and the roles of men and women in modern society are changing accordingly. In recent years, public interest in gender issues has significantly increased. Among the remarkable achievements of the indigenous science is the study of the phenomenon of gender identification, the influence of gender stereotypes and gender polarization in preschool age. In a "gendered" society, the appropriate gender-role identification of children is carried out, which determines the specifics of primary gender socialization, becomes an internal regulator of social activity of an individual. Gender, established at birth, cannot mechanically determine the type of gender identification, that is why its formation is a complex process of choosing and mastering one of the two patterns of gender behavior. The topic of our study is relevant because of the importance of the period of gender and age identification of the adolescent, whose clear and irreversible idea of his gender is being formed, as well as understanding and acceptance of the roles of sexes, recognition of the irreversibility of gender as a major component of self-awareness and self-identification.Child's gender perceptions are actively formed in preschool age and are an integral component of person's gender identity. Child masters the social norms, patterns of behavior and cultural values of his/her nation. The gender approach to the upbringing of the preschool children should be focused on the formation and establishment of equal, gender-independent opportunities for self-realization of the individual. However as practical experience shows, the gender component and its methodological data are insufficient in terms of the content of preschool education. In preschool institutions, gender education takes place spontaneously, educators use the traditional approach to forming child's self-esteem and his stereotypes of self-perception only on the basis of gender, so it is important today to pay more attention to gender education and socialization.Experimentally it has been investigated the peculiarities of gender and age identification of the preschoolers of the preschool institution of a combined type #9 of the city of Chernivtsi. According to the research, the greater part of children of 5-6 years old are aware of their belonging to the male or female sex, having the already formed gender identity. Gender perceptions of preschool children are gender-appropriate: girls’ - feminine, and boys’ – masculine. In addition, they are stereotypical: boys have instrumental role, girls-expressive.We believe that gender approach is the theoretical basis for effective learning, education and socialization, and a priority part of modern education.

Psychological and pedagogical interaction in higher education is characterized by certain features, among which, the determining is the influence of the professor on the formation of students' personal maturity. Under the influence of internal (personal) and external (social) factors, meaningful personal formations arise, that characterize this phenomenon. The article explicates signs of personal maturity: at the individual level - adequate self-esteem, a high level of self-regulation, independence, and responsibility; within social interaction - the ability of the individual to be tolerant and empathic. The process of professor-student interaction in higher education institutions should be aimed at maintaining an enthusiastic attitude toward the future profession, and the development of relevant qualities and features necessary for the future specialist, which adds relevance to the study. An effective means of influencing the formation of students' personal maturity is psychological and pedagogical support for all participants of the educational process in higher education institutions, which corresponds to the natural concept of personality development in the dialectical unity of postmodern approaches to understanding the psyche. The result of such support lies in the preservation of moral, spiritual, and mental health, the promotion of emotional well-being of students, the development of natural potential, and the activation of internal resources that ensure the aspiration of a young person to self-development. The article outlines the peculiarities of the influence of university professors on the formation of students’ personal maturity. The latter is activated due to the professors’ readiness to create conditions for psychological and pedagogical support and effective organization of the education process. The prospects for further research lie in outlining methods for the development and formation of students' personal maturity within the process of professor-student interaction during distance learning and the subsequent testing of their effectiveness in the educational process.