The main problem of the research is to determine the scale, direction and effectiveness of the impact of digitalization on the formation of professional culture among Russian youth. This influence is studied in the context of the intensification of information flows in social media, the development of new formats and network communication channels, the maturation of "generation Z" whose socialization and professionalization takes place mainly online. The authors raise questions consisting in identifying the relationship of the role of socio-cultural and digital environments in the formation of professional culture of Russian youth; comparing the importance of traditional and digital communication channels used by young Russians in their professionalization; establishing the specifics of professional and socio-cultural adaptation in the conditions of intensive development of digital technologies; identifying constructive and destructive effects of digitalization in the process of assimilation of values, norms, strategies of professional behavior; analyzing formal and informal digital space of professional self-determination and development among Russia’s youth. The design of the study is based on a hybrid strategy of empirical analysis combining (1) a mass survey in the form of online survey on the most important channels for Russian youth, online content formats and search technologies, the content of the most popular online resources related to vocational education and self-education; (2) an expert interview which provides data on the state, trends, prospects of the impact of education digitalization on the formation of youth professional culture, the destructive impact of the digital environment on the professionalization among young people, and the anti-destructive immunities; and (3) a hall-test which allows to identify the level of Russian youth ability to differentiate digital products, to assess their adequacy, completeness, objectivity, and social significance. The key result of the study is the segmentation of Russian youth into the so-called "idealists", "pragmatists" and "traditionalists". The typology establishes the relationship between professional, value attitudes, online behavior strategies, as well as socio-demographic characteristics. A focus on conscious professional choice, active, voluntary and progressive professionalization ("idealists" and "pragmatists") is associated with active professional Internet communication, an ability to manage network interaction risks. On the contrary, rigidity and constraints in professional choice strategy ("traditionalists") correlate with the fragmentary nature of professional Internet communication and a lack of established anti-destructive immunities. Specific characteristics of professional, civil, socio-cultural adaptation of Russian young people and their network communications determine the nature of the anti-destructive immunities in digital environment. Acknowledgement. The research work is performed as part of the 2018 state task conducted by the Financial University under the Government of the Russian Federation and titled “The impact of modern digital communications on the formation of professional culture among young people” (NIR no.42).

The article presents the results of a comparative and typological analysis of open data websites of the leading Russian and foreign universities. The analysis has been carried out in order to assess the state of the digital environment of universities in the areas of career guidance of students, the development of students’ competencies and career support of graduates. The authors adduce an empirical evidence of the key problems of digitalization of Russian universities such as the lack of interactive innovative forms of online support of applicants by Russian universities; the lack of digital footprints of the educational process, especially video lessons; depersonalization of digital support of training; non-competitive descriptions of elective courses, the lack of educational case studies as a main technology for the implementation of practice-oriented tasks; the underdevelopment of interaction as a basic principle for providing online support of the educational process. As the prospects of the study, the article makes the case for constructing a model ranking universities according to the level of digital space development.

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Introduction. The article reflects the authors’ system for calculating the level and quality of digitalization of the educational process in Russian universities. This task is actualized by a number of circumstances of modern realities. The need to create a digital twin / double for each university has become a trend due to the importance of providing applicants, students and graduates with the most accessible educational environment. The high-quality digital environment of a university during the spread of pandemics is an important condition for maintaining the stability of the educational process. Today, the ability of universities to quickly adapt the digital educational space to the needs of distance learning is a significant sign of the viability and quality of the management staff of higher education institutions. Methods and materials. To develop the system, the authors used a mathematical tool – the method of summary indicators for calculating the level of digitalization of universities, which allows to evaluate various characteristics of the value, efficiency and quality of objects with a significant number of different parameters. Analysis. To develop indicators – basic rating indicators – the authors used the results of a preliminary study of the best practices of digitalization of the university environment of leading foreign and Russian universities. The system takes into account the needs for digitalization of the educational environment of three different categories: applicants, students and graduates. Results. The introduction of the rating into the Russian practice will allow to justify a system of recommendations to university administrations to improve the level and quality of their digitalization of the educational process.