Introduction. The article is devoted to the analysis of family values in institutional and user-generated content accompanying digital series that reflect nostalgic attitudes towards the Soviet era. The purpose of the study is to understand the dynamics of the relationship between cultural values and viewers’ preferences, presenting a new perspective on the influence of media content on society. Methods. The study uses machine analysis and machine learning tools to establish the main semantic units attributable to family values and to identify the sign of their emotional evaluation. Natural language processing techniques are used to extract key value words and phrases from textual data. Scientific novelty of the study. The authors have developed and validated prediction tools for viewer engagement based on identified values, using regression models and neural networks to process structured and unstructured data. Results. The authors consider family values within the framework of the communicative approach, referring them to the values of the digital age, which is understood as elements of the semantic content of the message, while they interpret family values as a social construct, intersubjective meaning and a tool of social recognition depending on the angle of analysis. Conclusions. The study has shown that viewers’ engagement with serials depends not only on their content, but also on various factors such as the context of discussion, time and social conditions. The identified patterns of engagement, temporal trends and emotional reactions provide a deeper understanding of the interaction of contemporary Russian TV series with audiences on digital platforms.
