The problem of socialization of the individual and generations is one of the most urgent ones. The influence of mass media is associated with certain challenges and risks for society and individuals, especially in relation to socially insuffi ciently mature children, adolescents and youth. It is in the young age that individuals go through the most crucial stage of socialization and the formation of a socially mature personality. The respondents’ responses acknowledge the tendency of weakening the role of the family and strengthening the role of the media in the upbringing of children, adolescents and young people as they grow up. Sociological materials show that various mass media play an increasingly important role in “socializing interactions” – not only positive, but also negative. It is regrettable that the media pays little attention to the formation of important social qualities of a positive character in people. Society and the state have the right to expect from the mass media a socially responsible position, respectively, active and purposeful participation in the positive socialization of young generations.