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Цифровая репрезентация ценностей в контексте устойчивого развития: анализ кластеров ценностных ориентаций в российских соцсетях через призму пирамиды Маслоу
he section presents an approach to monitoring and analyzing the value orientations of the Russian segment of social networks based on more than 2 million messages (posts and comments) collected using the Brand Analytics system in 2023–2024. etc.), which make it possible to identify a conscious statement of values. The identified values were grouped using LDA thematic modeling and clustering methods based on Word2Vec semantic models, which made it possible to identify 25 clusters of value orientations. The main attention is paid to the interpretation of these clusters through the prism of A. Maslow's pyramid of needs. Methodological limitations are noted: in particular, preliminary filtering of messages by key phrases shifts the sample towards normatively approved values and excludes spontaneous discussion of basic needs. Nevertheless, the results of the study demonstrate the relevance of value issues for the Sustainable Development Goals. The presence of a stable hierarchy of values in society contributes to the reduction of transaction costs, the growth of societal capital and the tasks of sustainable development. Values related to the well-being of society, the environment, equality and personal development dominate online communications and are in tune with the agenda of the UN Sustainable Development Goals.
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