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The article explains the relationship between information activities and popularisation of spiritual values in society and focuses on a constant dilemma of moral choice in the practical work of the mass media. The author analyses the communicative practice of modern regional mass media in terms of contemporary society’s self-preservation and development. According to survey results, it is concluded that in order to achieve strategic objectives a substantial amount of varied information is required to be disseminated through including but not limited to the mass media, namely, three types of information are highlighted: artistic, scientific and journalistic. These three types altogether, meeting topical information requests, serve as a basis for creating favorable conditions of social development across all niches of social reproduction. Mass media employees, respectively, should have the highest moral and creative qualities, as, reproduced by modern media the level of information culture, depends largely on the degree of journalists’ moral readiness to work for two facing the humanity main objectives. The inclusion of this potential should immediately affect positive trends in the process of self-preservation and development of the nascent civil society in Russia.

INTEGRATION OF COMMUNICATION SCIENCE AND PREFERENCES FOR SPIRITUAL-VALUE ORIENTATIONS OF THE REGIONAL MASS MEDIA AUDIENCE