This article examines those factors which crucially impact the formation of youths’ intentions when it comes to their educational and professional careers. Special attention is paid to analyzing the dynamics of the prestige of education in our country, the characteristics of its change as a result of various effects having to do with economical, political and other changes. Observed is the increasing importance of education for the country’s development and the current attitudes toward it. Materials from sociological studies are used to show the aspirations of various groups of modern youths when it comes to the educational field. Also demonstrated are the motives for acquiring a profession and education, which high school students cite when explaining their chosen path. With the use of statistical data, shown is the correlation between changes on the labor market, youths’ (families’) attitudes and the development of the educational field during different periods of our country’s development. Illustrated is the role of the labor market when it comes to forming the attitudes and social behavior of young people, as well as (indirectly) the development of the educational field. The signals which are incoming from the labor market impact the attitudes of youths, as well as parents’ plans when it comes to their children’s education; families transfer an inquiry to the educational field, while the latter answers, forming a more or less adequate proposition. Also shown is how youths’ plans for education depend on changes in the educational field itself. While planning their future, young people especially take into account the situation with competition in education (primarily the amount of people being enrolled into universities and graduating from schools), while evaluating their own abilities. This article substantiates the assertion that youths aspiring towards education are one of the most important resources that a country can have, and one of the primary driving forces behind development. Youths’ professional attitudes are becoming ever more important in light of the changes which are occurring in our world. It is society’s duty to examine and perfect young people’s desire for education.

 youth, education, orientations, educational and professional career, prestige of education.

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