ENThe article presents the panel-cohort research of high-school graduates in city and village in 1983 and 2002. The research was conducted to analyse youth value attitudes and visual culture. Social changes at the end of the 20t h c. led to changes in cultural habits. The growing meaning of education in life changed all structure of value system. The investigation into cognitive, behavioural and emotional aspects of value attitudes shows the influence of social environment on this change. Art is not so valued, as it was twenty years ago. Education, communication with a beloved person, the creation of family and work - these things directly influence person's future. Young people find models for their desired future life in close environment; half of them cannot name any ideals, but only few name movies as a source of attractive life models. These findings promote the view, that art affects life models unconsciously.