Keyword: «culture of giving»

The article examines the transformation of the role of the family and social institutions in transmitting values to the younger generation, both in historical and contemporary contexts. The relevance of the study is determined by the deepening intergenerational gap, the erosion of traditional value systems, and the growing influence of new socialization agents, such as virtual communities and digital platforms, which create challenges for preserving cultural continuity and developing a holistic axiological foundation of personality. The article is a historical-analytical review of Russian and international literature, on the basis of which an original conceptualization is proposed. The aim of the article is to substantiate the author's concept of a "value ecosystem" and a three-component (cognitive–emotional–behavioral) model of value internalization as an analytical tool for optimizing the interaction between the family and social institutions in transmitting values to the younger generation. Special attention is paid to the family not as an isolated agent, but as an element of a complex institutional system that includes educational institutions, religious organizations, media, and new digital platforms. The methodological approach of the study is based on a comprehensive historical and sociological analysis, combined with structural-functional and socio-psychological paradigms, allowing assessment of cognitive, emotional, and behavioral levels of socialization. The article applies the “value ecosystem” approach, which considers different socialization agents as complementary elements of a unified educational environment. The main findings demonstrate that traditional hierarchical models of value transmission through the family or school are gradually transforming into a polycentric system, where various social institutions interact based on partnership and coordinated influence. Digitalization and globalization contribute to the emergence of new value orientations, while integrating face-to-face and virtual forms of socialization, as well as involving children in practical activities such as family volunteering and charitable work, enhances the effectiveness of value education and fosters prosocial behavior. The theoretical significance of the study lies in the development of an integrated model of value transmission, accounting for the multi-component nature of socialization and the impact of the digital society. The practical significance is reflected in the possibility of applying these approaches to optimize the interaction of families, educational institutions, and other social institutions to foster ethically oriented and socially responsible individuals.