social functions

The article presents the results of the author’s sociological survey on the interaction between television and its young audience, upon which the author creates a socio-demographic profile of a regional television user and constructs the models of an ideal and real image of television according to the young audience’s evaluation system.

The mass media play an important role in the socialization of the youth audience. It is especially important to study the media in the framework of interaction with the youth audience, since it is the youth that is the driving force of the future society. The research objectives are achieved through a theoretical analysis of the views of social scientists. The empirical basis of the article is the author’s research conducted by the questionnaire method in 2017.

According to the results of the sociological survey conducted in 2019 (N = 350 people on probability quota-target sample), the synthesis of social and individual needs of young people was revealed when social solidarity as an urgent need is combined in the work of its associations with functional emotionality, satisfaction from meaningful fullness of interesting and useful activities.