The article discusses the possibilities of the university in determining and developing the cultural potential of a person in a modern historically changed society.

The article discusses the role and importance of understanding the future by university students, the importance of building a program of “teaching the future”, which emphasizes the importance of not only qualified training of the relevant specialist, but also the ability to hold the future as a real environment for new creative searches in the development of one’s specialty.

The article discusses the peculiarities of building relationships at the university between students, students and teachers. The importance of deploying different forms of communication in the educational process is emphasized as a means of deepening and activating subject-subject and subject-object relations, causing professional interest in the specialty and psychological focus on its development as significant in building the space of their life.

The article presents the results of research on the problem of reflecting the cultural code of an ethnic group in cultural texts. In particular, examples are given from the fund of Adyghe proverbs and sayings containing the meanings of the basic moral and ethical values of the Circassians, their attitude to work, homeland, friendship, family, woman, man, etc. In addition, the article contains the results of a blitz survey of students of the Adyghe State University, demonstrating the degree of their awareness of the content of folk proverbs and sayings and use in colloquial speech. It is concluded that the moral and educational potential of paremias is not sufficiently used in the process of cultural socialization of children and adolescents.