The digitization of communication and the mediatization of society transform the forms and types of relationships of parties of the communication process. Social media as a new media environment has a great potential for managing opinions, media consumer's impressions and the formation of certain attitudes and stereotypes. The question arises of formulating distinct criteria for assessing the degree to which media affects certain social groups and society as a whole, as well as the consequences of such an impact. The article analyzes the impact of technical and technological and information-symbolic communication aspects on the shaping ethno-cultural stereotypes. To identify sources of formation and breaking down ethno-cultural stereotypes in 2017-2018, a research was conducted based on the questionnaire online survey method in two stages on the territory of two countries (Russia and the United Kingdom). At the first stage, students from Russia and Great Britain were surveyed (N=454). At the second stage, young people from Russia aged 18-24 were surveyed (N=1200). As a result, the main positive and negative features were identified by representatives of two cultures in each other's perception. The sources of the formation of ethno-cultural auto-and heterostereotypes, as well as the tools for their breaking down, were identified.

The article deals with approaches to the understanding of the profession and professional choice in domestic and foreign scientific thought. The key issues of the study of vocational guidance and professional choice are presented in the historical perspective. The interrelation of choosing future life path, professional future and that educational institution, which in the future will allow youth not only to get a profession, but also serves as a launching pad for future career, is considered particularly acute by the end of school before each graduate. Today, the choice of the educational institution by the applicants remains a significant problem for them and in this regard the researchers face the task of characterizing the educational behavior of modern high school students, future applicants.To answer these questions, the staff of Faculty of sociology of the Lomonosov Moscow State University was conducted among senior pupil of Moscow schools. The article presents the results of studies of different years of satisfaction with the level of received education, the motives for choosing the future education of senior pupils, and value orientations of youth. The main factors influencing the choice of the desired level of education and educational institution, as well as the basic model-goals of education used by youth in choosing their life path, were highlighted. The significance of higher education for future applicants and a steady increase in the trend of the spread of consumer behavior of youth, orientation in their life strategies towards success and high material wealth, a certain social status, are confirmed on the basis of the obtained data.

A fairy tale as a form of a cultural code is the most important tool for cultural and ethnic socialization, the transfer of social experience, values, and worldview. Modern society is characterized by a high level of technologization, standardization, and universalization of the communication process which leads to the formation of new social practices of communication of various social groups. The article is focused on highlighting the functional and activity role of a fairy tale in the formation of the social memory of the younger generation and the features of the implementation of intergenerational communication through the fairy tale. In the article, a fairy tale as a place of memory in intergenerational communication is also analyzed using the methodological tools of the sociology of communication.

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