V. F. Oleshko Ural Federal University named after the first President of Russia Boris Yeltsin, Yekaterinburg, Russian Federation, vladimir[email protected]
E. V. Oleshko Ural Federal University named after the first President of Russia Boris Yeltsin, Yekaterinburg, Russian Federation, evgeny[email protected]

ABSTRACT
Introduction: the article is one of the first in Russian philology and journalism theory experience of the system analysis of the process of digitalization of communicative and cultural memory as a phenomenon, and problems of its intergenerational translation in the media space of a multi-ethnic region.
Objective: to identify and analyze trends in the development of Yugra media sphere in the context of permanent social and technological transformations based on the ethno-cultural specificity of media texts; to identify and describe the resources of productive intergenerational communication.
Research materials: the results of the latest research in the field of philological regionalism, cultural studies and communication studies. The empirical basis was a discourse analysis of 212 mass media texts and a survey of 177 respondents.
Results and novelty of the research: the result of the research is a conceptual justifi of the concept of«model of eff  activity of mass media of Yugra», as well as identifi of their role and ways of eff functioning in digital reality. For the fi     time, mass media are considered as the main translators of discursive practices related to the formation and development of communicative and cultural memory in a multi-ethnic region.
The article notes that the problems of effective functioning of global media systems of the digital age cannot be systematically analyzed without highlighting the mechanisms of transformation of communicative and cultural memory at the regional level. The pluralistic media environment of Yugra is a unique object of research that allows us to determine the fundamental factors of building of the multicultural community. The research conducted by the authors makes it possible to substantiate approaches that contribute to overcoming digital generational gaps in the society, including a model approach to the problem of mass media performance. The model is defined as an action whose predictive characteristics in digital reality should be based primarily on the identification of emotional and semantic dominants of multimedia texts and the nature of respondents ‘ media preferences.
Key words: polyethnic region, mass media of Yugra, text, text-making, communicative and cultural memory, generational gap, media preferences, model.
Acknowledgements: the research was carried out with the financial support of the RGNF grant No. 19-18- 00264 within the framework of the scientific project «Digitalization of communicative and cultural memory and problems of its intergenerational translation».
For citation: Oleshko V. F., Oleshko E. V. Communicative and cultural memory of Yugra and problems of its intergenerational translation in the digital age: the philological aspect // Vestnik ugrovedenia = Bulletin of Ugric Studies. 2020; 10 (3): 507–516.