UDC 378:316.74

Kargapolova E.V.¹ (Moscow, Russian Federation) – k474671@list.ru; Derevyagina E.L.¹ (Moscow, Russian Federation) – janevld2004@gmail.com

¹Plekhanov Russian University of Economics

Abstract. Today, the younger generation spends a lot of time in front of monitors, smartphones and tablets, where they will encounter various types of content. One of these types of content is animated films. In the modern world, an animated film can perform various functions: to bring profit to the creators and to shape the values of the audience as a means of broadcasting moral, ethical norms. The quality of cartoons is determined by their creators and the prevailing rules and norms of the era in which it was created. The article examines specific examples of cartoons popular with the modern audience, created in different periods of the history of the USSR and modern Russia, and examines their influence on the formation of a value system among children and adolescents. Based on the content analysis, it was found out that, basically, cartoons have a positive impact on the formation of children’s mental health and value systems. It can be said that animation now, as in the Soviet period, brings up the best qualities in a young viewer, but over time, priorities have changed. Thus, the values of friendship are in demand more often than love, willpower, good manners, cheerfulness, sensitivity, life wisdom, the happiness of others, the importance of study and honesty. In the post-Soviet period, there were changes in the value system in Russian society, which was reflected in cartoons. A shift has been recorded from prosocial values and values of internal stability to individualistic orientations, the erosion of moral normativity. And cartoons show different vectors of socialization: the Soviet model is focused on developing social sensitivity, while the modern Russian model is focused on strengthening emotional and personal autonomy.

Keywords: animated films, value orientations, Milton Rokich, the younger generation, instrumental values, terminal values.

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For citation: Kargapolova, E. V., & Derevyagina, E. L. (2026). Formation of the system of values of the younger generation by means of animation (USSR – Russia). CITISE, 2, 647–656. (In Russian).