Concerning Patriotic Education of Youth in the Educational Environment of the University

The article outlines the relevance of civic-patriotic education of student youth in new socio-political realities. The purpose of the study to develop a model for organizing a competition (festival) of social advertising, to determine its communicative potential in the system of educational work of the university. To do this, it draws on materials from both domestic and international scientists, as well as examples of successful social contests and festivals held in Russian society. Over the course of the study, the dynamics of patriotic sentiments in Russian society were also defined. Determined are the features and significance of higher educational institutions as resource centres for the development of a patriotic culture and enhancing its significance for young people. The practices of patriotic education in the country's higher education system have been investigated. The necessity of using innovative technologies and tools for creating a communicative environment of patriotic education along with traditional classes is substantiated. It is determined that the inclusion of sociocultural design in the educational process meets a request of a modern student for proactive learning. The educational and educative potential of competitive and festival activities is analysed. As a tool for helping students develop their value orientations, a model for organizing and running social advertising competitions is proposed. The emphasis is on the need to attract students to the direct organisation of competitive events. The necessity of popularising the results of competitions both by the organisers, partners and direct participants is substantiated. It is concluded that student participation in social advertising competitions and festivals contributes to the development of constructive patriotism, as well as the formation of civic responsibility and youth social activity. The prospects for further research are established.