"Media impact on life plans of rural studying youth" centers on TV role in the shaping
of life strategies among rural school students, as well as of the means to realize
them. It is argued that media (especially TV) reorientation toward 'beautiful life'
and money accumulation propaganda begins to tell on values and plans dominant in
the rural school milieus. Results of the studies done recently by the author have
showed also that (1) orientations sponsored by the media have failed so far to generate
consumerist attitudes among the rural young, (2) labor as their social and moral
value is not devalued thus retaining prerequisites for strengthening moral values
of labor behavior in the consciousness of the young.