UDC 37.034

Kargapolova E.V.¹ (Moscow, Russian Federation) – k474671@list.ru; Berezina P.A.¹ (Moscow, Russian Federation) – polinab2005@yandex.ru; Lutik A.A.¹ (Moscow, Russian Federation) – ealutikk@yandex.ru; Shumyatskaya M.Y.¹ (Moscow, Russian Federation) – shoomik156@gmail.com

¹Plekhanov Russian University of Economics

Abstract. Value orientations are the foundation of personality, the determinant of worldview, motivation, behavior. In modern society, media communications play a significant role in the formation of value orientations. Animation plays an important role in the structure of children’s media consumption. As a synthesis of the arts, animation has a powerful didactic potential for shaping personality and its value orientations. The purpose of this work is to analyze the vectors of the formation of the value system among the younger generation under the influence of foreign, Soviet and Russian animated films popular with modern audiences. The main research method is content analysis. The results of the study show the predominance of values of friendship, teamwork and fairness, which corresponds to traditional educational markers. It is determined that the values of self-knowledge, equality and tolerance are less often emphasized in popular children’s animation. The value agenda of environmentalism, which is relevant to the modern world, is even rarer. It is revealed that children’s animation of the Soviet period more often orients the younger generation towards the principles of collectivism. It is shown that foreign animated films popular with modern audiences are more often aimed at shaping the values of individualism, self-knowledge, equality and tolerance. The works of modern Russian animation emphasize the realization of the principle of justice, the values of friendship, and environmentalism. Thus, a significant proportion of children’s animation works realize the didactic potential in shaping the values of friendship and justice among the younger generation as the foundations of social interactions. But at the same time, there is a mixture of essentially opposite value orientations – individualism and collectivism, which reflects the lack of manifestation of the vectors of development of specific social systems, and, above all, the modern Russian system.

Keywords: animation, children’s animation, personality, value orientations, moral education, content analysis.

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For citation: Kargapolova E.V., Berezina P.A., Lutik A.A., Shumyatskaya M.Y. Formation of personal value orientations by means of animation. CITISE, 2025, no. 4, pp. 98-108.