Abstract: The subject of this research is the specificity of perception of the Russian ethnos among the modern youth. The relevance of this research is associated with the orientation of social sciences upon the subjective images of the actors and observers of the important social processes. Cultural memory, as well as historical memory is fixed in the certain sustained images. The detection of the content, meaning, and the personal concepts of these images is essential for understanding the dynamics of social processes, cultural and social values, which predetermine these processes. Images and values that comprise the psychological reality of a person form a specific type of social behavior. The biggest associative groups of words reflect the main spheres, in which the students have established their opinion on what is Russian – national food, specificity of nature and environment, art and folklore. We can also define the spheres that are not much associated with the understanding of Russian – military and social spheres, natural resources, economics, politics, and history

Abstract: The research subject of the present article is the scientific works devoted to collecting, describing and publishing folklore of the indigenous peoples of the North. In his research Kolesnikov tries to classify folklore of the indigenous peoples of the North according to their chronological order as well as their attribution to a particular ethnocultural group (Yakuts, Dolgans, Khanty, Mansi, Selkups, Evenks, Kets, Nganasans, Nenets, etc.). This review allows to outline the challenges of today's studies of folklore of the indigenous peoples of the North and provide recommendations for futher researhes of the cultural heritage of the Northern and Siberian poeples. The research methodology is mostly connected with the analysis of scientific works and researches on the topic. Kolesnikov has applied the comparative historical method and the chronological method to studying scientific works on the folklore of the indigenous peoples of the North. Based on the conclusions of the research, the researcher offers the following measures aimed at preservation of the folklore of indigenous peoples of the North: - It is necessary to apply new preservation measures instead of the previous ones using digital techologies and othe opportunities. This would allow to create the common database of all the collected data and provide better opportunities for studying them. - Taking into account the fact that some ethnic groups have already forgotten their national language, it is neessary to publish their folklore in Russian and other languages. - It is important to conduct different activities (festivals, holidays, contests, etc.) for the youth. This would allow to ensure the continuity of folklore traditions. - There should be target programs created and grants provided for the preservation, research and promotion of folklore. - Folklore lessons should be given at schools, colleges, institutes and universities not only in the regions where a particular ethnic group lives but throughout the North in general. - New collections of folklore songs, fairy-tales, legends, puzzles, etc. should be published and recorded. Audio books, audio records, videos and digital materials should be made to cover the largest audience possible. - It is also necessary to create specialized folklore centers where folklore archives would be stored and special activities would be conducted.