Daily culture: elite and mass values (on the example of the periodical press for children and youth)

The author considers the everyday in the broad sense of the term as a whole mental context and analyzes the dynamics of elite and mass values in communicative component of the culture of everyday life. As an example, the author uses periodicals for children and youth, which in the relationship and interaction coexist elite, mass and traditional cultural strata. Considering periodicals for children and youth as a cultural phenomenon of everyday life, the author reveals its essential characteristics. According to the author, periodicals not only reflect the context of Russian everyday life, home and the mental world of Russian life, are a means of communication of children and adults, but also help promote elitist values within the interests of the mass readership junior audience.