Introduction. The article discusses some conceptual policies on the concepts of ‘value’ and ‘orientation of the individual on values’. First of all, this is an analysis of cultural and philosophical, sociological and naturalistic concepts, i.e. those concepts that reveal the humanistic foundations of social values. The leading ideas of psychologists about values and the orientation of the individual on values are also analyzed. The purpose of the article is to substantiate and reveal the author’s idea of the development of social values among undergraduates, based on such mechanisms as the needs of the individual, motivation, regarding the system of human relations in society.

Materials and methods. The main research methods are the analysis of the scientific literature, which reveals the priority of the individual's social values in the situation of modern society, when new ideas about the person of the ‘new civilization’with his consumer attitudes to material needs are formed. All these problems require new approaches to solving such important problems as: the willingness of the individual to accept changed objective values; assessment of their capabilities, freedom of choice of activities, etc. All this involves the use of diagnostic techniques, including observation, questioning, conversation, testing, statistical processing methods.

Results. Based on the analysis of concepts on value orientations, an author’s interpretation of the concepts of ‘values’ and ‘orientation of masters on values’ is presented, which is associated with the process of improving the life of an individual and a conscious choice of social values. The authors presented the developed psychological and pedagogical conditions for the orientation of the individual on values. Effective methods have been identified in the pedagogical experience that is used to develop social values among undergraduates.

Discussion. The relationship of the individual to the values of a particular society is discussed, which allows to reveal the inner potential of the personality of the master’s.

Conclusion. It is concluded that the development of social values acquire the status of internal regulators, and the identified theoretical and methodological aspects and pedagogical conditions contribute to the development of social values among masters

The priority of social values of the individual in the situation of modern society is determined;

The conceptual and categorical apparatus of researching the problem based on the target concept of developing the problem related to the methodology and practice of its comprehension and testing is presented;

The definition of the concept “orientation to social value” is given;

The pedagogical conditions of the effectiveness of the development of social values among undergraduates are revealed.

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