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This article reflects the results of a study of the value orientations of modern student youth and the features of its civic participation. The political socialization of modern youth is becoming an important factor in the manifestation of its civic political activity. Political literacy of youth is achieved not only due to its inclusion in the educational process and the study of relevant disciplines (political science, sociology, geopolitics, etc.), but also thanks to modern communication technologies. However, even the formation of the so-called “media literacy” always entails active political participation; absenteeism has been and remains the predominant feature of the political behavior of the majority of the young generation. The spirit of rebellion traditionally attributed to youth is not always manifested even in the form of a protest vote, which is facilitated by the lack of confidence in the effectiveness of the electoral political mechanism as a response to a request for justice. The survey allowed us to draw conclusions about the basic political values of youth (freedom, legitimacy, a request for social justice), and revealed the attitude of young people to various forms of civic participation, as well as their willingness to be active in the political sphere.

The paper is dedicated to the analysis of the essence of strategic communications of museums in the context of modern cultural genesis. The ever-increasing transformation of the social environment, associated both with the growing mediatization of society, changes in the museum practices, development of communication technologies and tools, and with the growing role of the audience, which increasingly influences the work of cultural institutions and the mass media, determines the focus of attention of representatives of the relevant museum departments to search for new communication strategies and tactics. In order to comprehend the strategic communications of museum institutions in St. Petersburg, the author conducted a sociological survey of residents and guests of the city about their awareness of the museums of the Northern capital. Fragmentation and insufficiency in measurable indicators of the effectiveness of communication of the museum institutions of the city is noted. It is concluded that the respondents are most aware of the top 3 museums: Hermitage, Russian Museum and Kunstkamera; the majority of respondents are ready to go to these museums in the near future.

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