Abstract:
Relevance. The issue of student moral values is a significant problem for both the discipline of sociology and society.
The existence of values supports social cohesion, ensures appropriate behavior, and creates a common ethos through
media in today's world. The shaping of youth morality through the media is linked to the development of culture in
different ways while forming a fundamental part of the set of principles, values, beliefs, and rules of society.
Purpose. The research aims to analyze the factors of the impact of media tools on the behavior of students in the society
of the Republic of Kazakhstan.
Methodology. To achieve the research objectives, the following methods were used: descriptive, interview, and
comparative.
Results. The results of the research determined that the relationship between media environment and youth audience
behavior goes beyond the analysis and intervention of individual behavior, conditioning an inclusive and interdisciplinary
framework for explaining and predicting social effects. The media influence the educational phenomenon and the
socialization process because they are part of the processes of group interaction and the identity construction of young
people. Television, social media, and the internet have an important influence on student behavior, but questions remain
as to the conditions under which this influence is manifested. The ability of the media to influence the cultural practices
and behavior of young students is enhanced by the structure and control of the information sources that produce media
content. This is reinforced in postmodern contexts using state and corporate communication forms that disseminate information. Information sources act as systems with expedient cultural practices, where the roles and actions of
participants are fixed and predictable.
Conclusions. The result is an interconnected system of economic, social, and interpersonal circumstances that can
influence student behavior and perspectives. The practical significance lies in the use of the research findings by
academics, as well as specialists in journalism, media, and pedagogy
