MEDIA IMPACT ON THE FORMATION OF PRO-ECOLOGICAL BEHAVIOR OF YOUTH IN THE REGIONS OF ENVIRONMENTAL RISK

The relevance of the study is determined by the significance of environmental problems and the urgent need to solve them, both at the state level and through responsible environmental behavior of the population, especially in regions of environmental risk. The article shows that the current media agenda on environmental issues, denoting environmental problems, causes, to a large extent, a reaction of avoidance and rejection, without encouraging constructive actions to solve environmental problems, but, on the contrary, leads to destructive reactions among young people, expressed in the desire to leave the region. In addition, age differences in media exposure were identified. The cognitive media effect decreases with increasing age of respondents, emotional reactions become more pessimistic, while older youth behaviorally prefer to avoid negativity by refusing to read media materials on environmental topics. Differences in the manifestations of reactions depending on age indicate the heterogeneity of the youth audience and, as a consequence, the need for the media to use differentiated approaches when interacting with the population of different age groups on environmental issues. The need to increase trust in the media as sources of information about environmental problems in the region is shown, as well as informing the population about possible ways to solve problems and encouraging the population to take more constructive actions.

Astashova Yu. V., Demchenko A. I., Lobodenenko L. K. Media impact on the formation of pro-ecological behavior of youth in the regions of environmental risk. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2024;4(69):64— 71. DOI: 10.25683/VOLBI.2024.69.1125.