USE OF SOCIAL ADVERTISING FOR EDUCATION OF ACTIVE CIVIC POSITION IN STUDENTS

Abstract

Relevance of the study. The problem of moral education of students in Ukraine in the aspect of the full-scale aggression of the Russian Federation against it is relevant. In modern conditions, the problem of patriotism should not be limited only to issues of love for the Motherland and readiness to defend it, self-sacrifice and self-denial for the good of the Motherland. New concepts of patriotic education focus on the spiritual and moral qualities of the individual, which are expressed in love and devotion to their Motherland; the need to preserve and multiply its achievements, culture, life, traditions, spiritual and natural wealth; the formation and development of a personality capable of successfully fulfilling civic duty. The issue of fostering an active civic position is also timely from the standpoint that the 21st century for Ukraine and other countries of the world was marked by a number of global changes and transformations that affected all spheres of society and influenced not only its political, social and economic spheres, but also the self-awareness of the individual, his ethnocultural and social self-identification, as well as the quality of spiritual life in general. The traditional system of values and norms is being replaced by a new one, which is full of different content and content of unique national and cultural traditions. Human civilization is at the next stage of the scientific and technological revolution, and the world is moving to a new stage of its development and forming an information society. The process of the latter's formation on a global scale is impossible without the introduction of information and communication technologies into all spheres of life of modern man, as well as the development of the Internet. At the present stage, the general picture is such that the level of social and cultural life of a person directly depends on the availability of material and spiritual benefits of information civilization. Traditionally, the youth of any democratic legal state is the future of the state, therefore, special importance is attached to its socialization, which consists, among other things, in the formation of an active civic position in young people. Involving young people in those activities that are approved from a social position contributes to their successful socialization and acquisition of social competence. In accordance with the above, the purpose of the study was to determine the influence of social advertising in the process of forming an active civic position of student youth. Research methodology. When conducting the study, general and special methods of scientific knowledge were used. The scientific novelty of the study is that, based on the analyzed scientific literature, four main functions of social advertising in the formation of the civic position of students were identified, namely: those that are focused on the exchange of information between the state and society; value-normative orientation of students; socio-political nature; those that are related to the impact on the addressee. The conclusions of the study are as follows. Today's man is surrounded by a web of information, and more and more researchers are addressing the problem of the influence of the media on the consciousness of a young person, his behavior and moral guidelines. One of the most powerful mechanisms of influence is advertising, since it is widespread and has many different forms and types: television advertising, audio advertising on the radio, billboards, text advertising in printed publications, banners in the Internet space, etc. Despite the importance of the problem of forming and developing a civic position in students, as well as the role of social advertising in this process, these issues remain insufficiently studied. Among the reasons for this phenomenon are the insufficient understanding of the role of social advertising and social information in forming a civic position in students, as well as the lack of development of the theoretical side of forming a civic position of young people with the help of social advertising and social information.