Abstract. The article presents the results of axiological analysis of “Russian world.ru” magazine. It is established that the magazine aims to create the image of the nation through the description of the fate of hundreds of people. The values of unity, altruism, creativity constituting the ways of self-realization of a person are objectified in the logic of the plots, in the actions of the characters. It is revealed that the historical excursions typical for the magazine serve as a tool for the search for stable values that motivate activity and are designed to form a stable attitude to the history of Russia, without which the acquisition of national identity is impossible.

Key words: crisis of national identity, civil nation, system of values, magazine target settings.