Abstract. In the digital era, social networks and mass media have become powerful tools influencing young people’s worldview, values, and professional preferences. This article analyzes how digital platforms such as Instagram, TikTok, YouTube, and television affect youth’s career choice. Using descriptive and analytical methods, the study identifies psychological, socio-cultural, and informational mechanisms of influence. The results show that more than 70% of youth decisions regarding their future professions are affected by online media content, role models, and influencers. Recommendations are provided for integrating media literacy into educational programs to ensure informed career decision-making.