Исследование, проведенное по методике Ш. Шварца на выборке из 1 251 представителя «поколения Z», позволило установить особенности системы их ценностей -приоритет самостоятельности в суждениях и поступках, отсутствие приверженности существующим традициям. Выявлены и охарактеризованы факторы, определяющие качественное своеобразие иерархии ценностей «поколения Z»: гендерная, этническая, конфессиональная и региональная принадлежность. Обнаруженные закономерности определяют возможность прогнозирования трансформации ценностных представлений массового сознания и соответствующих им изменений социального поведения. Ключевые слова: ценности; ценностные ориентации; ментальность; социокультурная среда; социализация; молодежь; теория поколений; поколение Z. Постановка проблемыСистема ценностных ориентаций личности имеет динамический характер, подвергаясь изменениям на протяжении всей жизни человека. В то же время различия ценностных предпочтений, обнаруживаемые между возрастными группами, связаны, очевидно, не только с собственно возрастными, но и с межпоколенными особенностями. При этом, согласно известной «теории межгенерационной перемены ценностей» R. Inglehart, данные различия Яницкий Михаил Сергеевич -доктор психологических наук, профессор, директор Социально-психологического института Кемеровского государственного университета.

In article the problem of influence of the personality’s health on formation of the human capital is considered. Authors have conducted theoretical researches of the existing knowledge of the human capital and justifications of influence of the personality’s health on its formation are given. On the basis of the carried-out analysis it is established that now the personality’s health is a significant factor of efficiency of any kind of activity and important quality of the personality, therefore, it can be considered as a factor of formation of the human capital. According to it need of determination of criteria, the indicators of health of the personality influencing formation and development of the human capital was designated.

Dynamic characteristics of social networks users' behavior represent the toolkit for diagnosing the character and orientation of cyber communication. This study aims to analyze the communicative behavior of youth after transitioning directly from direct communication to communication via technology for the purpose of defining opportunities and determining manipulation potential on communicants. Sixty-two (62) active participants of social networks were selected to answer the questions of the questionnaire. Further, on the grounds of the provided statistics of their accounts, quantitative characteristics of dynamics of cyber communication of participants' communicative behavior were analyzed using descriptive statistics and r-criterion of Spearman rank correlation. From the results, decrease in the level of intellectual communication of the youth in cyberspace provides a high level of the youth manipulative availability in social networks. Hypotheses about measurability of dynamic characteristics of cyber communication, as well as the communication vector shift from small groups into big ones were confirmed. Keywords: dynamic characteristics of communication, cyber communication, social networks, meme, repost, post.

In this paper, we study the phenomenon of “digital” death, its genesis and the attitudes towards death in the context of social networks of students. As a result of the investigation we have discovered different forms of “digital death and the ways students react to it in social networks. We further investigate the origins of different user attitudes towards “digital death” and the impact of manipulative relation to death in social networks on the social reality. Some students stage their own death on social networks by posting images on their homepage, which has the intentions (i) to attract public attention, (ii) to express their auto aggression (iii) to make fun of death and (iv) to reduce their own anxiety of death by "sharing" the fear with other students. Our analysis shows that the main purpose of staging one’s death on social networks is to reduce the fear of death by creating plans, playing. Keywords: Students, cyberspace, social networks, death, "digital" death, attitude to the death in the social networks.

The problem of the human capital is one of the most urgent issues of the present. The purpose of this article is to define the strategies of health saving technologies development in human capital formation. The paper draws on the research conducted by the All-Russian Public OpinionResearch Center (VCIOM) in 2001 -2015. The institutional approach is presented as the most fruitful in the research of problems of the human capital. The quality of human capital's reproduction is defined by the quality of social institutions participating in this reproduction and is, therefore, ensured by progress in family, health care, education and social protection of the population. In the most general view the activity of any social institution is aimed at satisfaction of social imperatives.Social imperatives are the main driving factor of human capital reproduction, accumulation and improvement. Therefore, health protection technologies in human capital formation should be aimed, first of all, at the satisfaction of needs of a person. As the structure of person's requirements and, consequently, the quality of the human capital can change throughout various periods of his/her life, health saving technologies should also be improved to stay on the rise.

The paper features some results of a pilot research on the formation of I-concept of one’s professional identity during practical training and at work. The issues of the I-concept draw attention of modern scientists; however, the problem of I-concept of one’s professional identity remains largely understudied, e.g. its sensitive period of formation, conditions, factors and dynamics, interrelations between the I-concept of one’s professional identity and one’s professional activity, etc. An adequate I-concept plays a special role in the activities connected with extreme conditions, a high degree of responsibility and a brief adaptation period, e.g. public transport. The research involved first thirdand fifth-year students of State Transportation University of the Far East (Khabarovsk) and railroad employees of the corresponding profile. The diagnostic package was shaped according to the theoretically revealed structure of the I-concept. The results confirmed the initial assumption that one’s "I-concept" of the professional identity is rooted in one’s learning and practical training, but its actual formation happens during one’s professional activity. The paper contains some recommendations on I-concept formation in students majoring in transport.