Abstract. The article is devoted to the influence of basic communication values on the change in the educational paradigm of higher education in terms of the attractiveness of educational programs of universities, including the set of languages offered for learning. Any educational program on the university site in the Internet is interesting if applicants perceive it as something able to improve their own perception of themselves. If the brand of the university embodies something that touches a nerve, then the university programs are more likely to attract applicants’ attention. Here the analysis of young people values and needs come to the fore. The research presents the result of a set of surveys of humanitarian students of universities in St. Petersburg for a seventeen-year period. Ten years ago, the main communication values of Internet users were described as pleasure, social communication, self-confidence, the dynamics were comprehended and the triad of the second decade of the 21-st century in Russia was obtained, namely practicality + rationality, consumer ethnocentrism, self-confidence. From 2006 to 2023 a tangible correction of the value system of the youth of Russia was recorded. Specific data are presented. The authors come to the conclusion that the shift of values is certain to cause changes in the educational policies of universities, including the language one.