| Summary: | <p><strong>Purpose: </strong>determination of the most effective channels for transfer of socially significant information to the youth audience as the targeting group.</p><p><strong>Methodology: </strong><strong>sociological interview,</strong><strong> </strong>method of system approach, quantitative analysis, comparative analysis.</p><p><strong>Results:</strong><strong> o</strong>bjective measures of popularity of the various channels of distribution of socially significant information among young audiences are defined in the article. The media preferences of young people, affecting the effectiveness of preventive measures in order to reduce the level of negative processes are identified. The practical advices for professionals to improve the work in the given area are given by the authors.</p><p><strong>Practical implications: </strong>results of the given study may be used by the specialists in order to improve the forms and methods of realization of information campaigns for reducing of negative processes among young people, and also in selecting the most effective channels for transfer of any socially significant information to younger audience.</p><p><span><span><strong>DOI: <a href="http://dx.doi.org/10.12731/2218-7405-2013-5-28">http://dx.doi.org/10.12731/2218-7405-2013-5-28</a></strong></span></span></p>
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