Russian TV series as mechanisms for the formation and reinforcement of youth values

Modern TV series are a multimodal product of popular culture and are studied by various scientific disciplines. Through the broadcasting of discourses, a variety of values are formed and reinforced among the audience. Using the method of discourse analysis, 15 of the highest-rated Russian TV series of 2023 were studied in order to identify discourses that convey values. The article revealed traditional spiritual values from the Decree of the President of Russia and a broader list of values proposed by the ChatGPT4-o neural network. The authors conclude that the top Russian TV series of 2023 mostly do not reflect the values mentioned in the Decree of the President of Russia on traditional values. To a greater extent, the series broadcast the values of “pleasure and entertainment”, “social status”, “leadership”, “self-realization and self- development”. The authors explain the conclusion obtained by the commercial orientation of the TV series industry. Thus, the mechanism of formation and reinforcement of the values of the TV series industry is focused more on the private life of an individual who does not seek to participate in the socio-political processes of the meso- and macro-levels. The focus on entertainment and an open ending to a certain extent reduces the effect of broadcasting values and behaviors that are normatively approved by society. In the future, the state can use the means of cultural policy to use the channel of the TV series industry to form target frames

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