THE POTENTIAL OF THE MEDIA TO ENHANCE THE CULTURE OF FAMILY RELATIONSHIPS: A SOCIOLOGICAL ANALYSIS

Nadezhina Natalia N., Kolodka Lidia V.

The aim of the article is to conduct a sociological analysis of the potential of mass media in enhancing the culture of family relationships. The methodological basis of the research includes theories of mass communication, sociological approaches to the study of the family, as well as cultural studies theories. The study employs methods such as questionnaire surveys, expert interviews, and secondary data analysis. As a result of the research: an analysis of respondents' opinions on the content of media coverage related to family relationships has been conducted; the specific influence of mass media on the attitudes and behavior of the audience in the sphere of family relationship culture has been identified (mass media present somewhat unrealistic and idealized images of spouses while promoting models of family relationship culture that poorly account for the increased demands of responsible parents regarding extracurricular activities and educational tutoring for children); an assessment of the potential opportunities and limitations of mass media in enhancing the culture of family relationships has been provided (the opportunities of mass media lie in adjusting the prevailing image of family and family relationships; the limitations include the dependence of the media content on advertising clients).

Keywords:social potential, mass media, family, culture of family relationships, sociological analysis