The article examines the value orientations of ethnophor (a representative of a certain ethnic culture and national mentality) based on a theoretical analysis of foreign and domestic research. During the epoch of digitalisation, it is impossible to leave out the problems of ethnos itself, its ethno-cultural peculiarities, socialization, national mentality, professional and career value orientations of Caucasian women. The article reveals the designation of a woman of the North Caucasus ethnic group, values, the national way of family relations. It is emphasized that the contemporary socio-economic reality makes its own adjustments during the period of digitalization despite the traditional culture and ethno standards. In the empirical part of the study, the hypothesis was tested: being the most important part of the social environment, ethnic culture despite the ethno value’s digitalization is formed due to ethnos’s historical development and along with the preservation of ethnic mentality and ethnic character of the women ethnophors, influences the value orientations including the women’s career orientation. The study involved 100 women of different nationalities of North Caucasus aged 30 to 45 years, different fields of activity: teachers, psychologists, officials, trade workers, service providers. The set of research methods included the concept “Career Anchors” by E. Schein, the principles of the diagnosis of value orientations in a career, the translation and adaptation by V.A. Chiker, V.E. Vinokurova, projective methods for determining career orientations, the principle “Value orientations” (M. Rokich), the Questionnaire of ethno value orientations (R.R. Nakochova). The results of the study confirm the hypothesis and indicate that the ethno values are a core element in the value orientation system even during the era of digitalization, which becomes apparent concerning social situation, the capability to incarnate personal goals and determines the level of intergroup acceptance and recognition of career orientations of Caucasian women.

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