This article examines the impact of visual content on social media on young people's consciousness from the perspectives of social philosophy and axiology. The concept of “cultural immunity” is substantiated as the capacity of society to resist external ideological and value-based influences, while the mechanisms through which algorithmically generated visual streams on social media weaken this immunity are explored. The study employs dialectical, axiological, hermeneutic, and comparative-analytical approaches.

cultural immunity, visual content, social media, axiology, digital generation, national identity, philosophical analysis, value transformation.

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