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DOI: 10.15862/16SCSK226 (https://doi.org/10.15862/16SCSK226)

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Grabelnykh T.I., Malykh M.M., Zaykovskaya A.A., Bunya-Borisova N.Yu. [Mechanisms for integrating archival heritage and social advertising into the educational space of Russia] World of Science. Series: Sociology, Philology, Cultural Studies, 2026, Vol. 17, No. 2. Available at: https://sfk-mn.ru/PDF/16SCSK226.pdf (in Russian). DOI: 10.15862/16SCSK226

Mechanisms for integrating archival heritage and social advertising into the educational space of Russia

Grabelnykh Tatyana Ivanovna
Irkutsk State University, Irkutsk, Russia
Institute of Social Sciences
E-mail: tagr@bk.ru
ORCID: https://orcid.org/0000-0003-3158-2878
RSCI: https://elibrary.ru/author_profile.asp?id=302443

Malykh Marina Mikhailovna
Irkutsk State University, Irkutsk, Russia
Institute of Social Sciences
E-mail: marcher09@mail.ru
ORCID: https://orcid.org/0000-0003-1900-9243
RSCI: https://elibrary.ru/author_profile.asp?id=1167740

Zaykovskaya Anastasia Alexandrovna
Irkutsk State University, Irkutsk, Russia
Institute of Social Sciences
Irkutsk State Transport University, Irkutsk, Russia
E-mail: Dmitrieva_aa@mail.ru
ORCID: https://orcid.org/0000-0003-3469-084X
RSCI: https://elibrary.ru/author_profile.asp?id=1025357

Bunya-Borisova Natalya Yuryevna
Irkutsk State University, Irkutsk, Russia
Institute of Social Sciences
E-mail: bynjua.borisova@gmail.com
ORCID: https://orcid.org/0009-0007-2800-4352

Abstract. The article substantiates the need to integrate archival heritage and social advertising in the educational space of Russia. The relevance of the research is due to the digital transformation of society and the need to form the value orientations of young people based on historical memory, which is conceptually fixed in Decree of the President of the Russian Federation No. 809. The authors aim to develop mechanisms for the integration of archival heritage and social advertising, differentiated by subjects of implementation (government, business, public institutions). The empirical basis was based on the results of sociological research conducted in the Irkutsk Region in 2022–2025, which included population surveys (N = 300 and N = 258), expert interviews (N = 50), and content analysis of regulatory legal acts and advertising materials. The authors identified the main barriers to integration: territorial unevenness of access to archives and social advertising, low awareness among the population (60 % of experts noted this factor), fragmented information, and unsystematic interdepartmental interaction. A three-level theoretical model of integration (institutional, digital, and academic levels) is presented, as well as a system of interrelated mechanisms (government, business, and public). The proposed model is empirically justified and allows overcoming the identified barriers. It is emphasized that the integration of archives and social advertising is becoming a strategic resource for the cultural identity and spiritual and moral independence of young citizens. The results of the research can be applied in the design of regional concepts of patriotic education and digital transformation of archival activities in the modern Russian Federation.

Keywords: archives; social advertising; digitalization; integration mechanisms; youth socialization; educational space; national security

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