Abstract
The article examines the influence of network associations of the country's youth on visual culture and values, identifying the possibilities of forming cultural values by turning Internet associations into a means of disseminating cultural events. The globalization of the Internet and the dynamic development of digital online associations of young people are becoming an essential component of the modern cultural space. At the same time, this determines new trends and preferences of young people in the field of spiritual culture. The article, in accordance with the content of the researcher's dissertation, is devoted to determining the possibilities of filling youth leisure in network associations with various cultural events, cultural projects, thereby forming a culture of recreation and cultural values. The main mechanisms of influencing the aesthetic perception of online communities were considered. This became possible thanks to research on social media platforms, video hosting and specialized forums, where issues of art, design, fashion, including innovative types of cultural events, are actively discussed. The article also paid attention to the discussion of the role of such visual materials as photographs, video content, graphics in the formation of cultural values and preferences of the youth audience. Studies have been conducted on the influence of well-known trends and memes on cultural and value guidelines. The article analyzes the possibility of using the online youth community to develop innovative cultural and leisure programs aimed at promoting cultural values, developing the culture and creative abilities of young people and involving them in the cultural life of the country.