On the correlation between orientations in axiological and mass media spheres

Correlation between orientations in axiological and mass-media spheres (MM) was studied in 108 students (18-24 yrs.) of psychological-pedagogical depa rtments in Moscow. Axiological orientations (terminal and instrumental) was revealed using M. Rokeach Test. Three bipolar factors specific for social group under consideration were found by means of factor analysis: 1) termin al axial factor "material-spiritual" (Ftv);;2) instrumental axial factor "t olerance-intolerance" (Fiv1); 3) instrumental axial factor "diligent-delibe rate" (Fiv2). Popularity of 5 types of MM, different types of newspapers, m agazines, TV channels and radio stations as well as definite ones and INTER NET WEB-sites was defined for this sample. Some notions referred to levels of personality disposition related MM sphere are considered in the framewor k of V.A. Yadov's dispositional conception of regulation of personality soc ial behavior. The index of axiological proximity (IAP)-parameter defined re lation between mean rank of value in the sample and mean ranks in groups pr eferred certain MM was introduced. Effect of axiological contingency betwee n groups preferred popular MM and the sample was shown. The dependence betw een popularity of some MM and IAP of corresponding group was found.