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The article deals with the social construction of environmental problems in the representations of student youth whose professional activity will later be associated with their solution. The struggle of discourses of ecological and technogenic development modeling is deeply studied on the basis of constructional and sociological approaches and through the concept of the war of images within the framework of the article. Qualitative discursive analysis is conducted on the basis of a survey of bachelors of two leading universities in the city of Kazan in the areas of state and municipal management, as well as environmental management and water use.The results of the survey allow us to determine the preferences and representations of student youth, their degree of readiness for the future profession, their ability to make difficult decisions and make difficult choices in complex managerial situations. It is shown that in the respondents' views there are two contradictory discourses: ecological and technogenic development of a city. Discursive and sociological analysis of responses to open questions of the questionnaire revealed that almost all interviewees carry out problematization of pollution, contamination by debris, lack of green and water zones in modern urban ecology of Kazan. The construction of the image of the future in the answers of respondents includes the mandatory elimination of these problems. Virtually all students (and at the same time, future specialists in these fields) express a clear desire for changes in the urban environment in favor of increasing the number of green spaces and reservoirs. At the same time, many demonstrate the desire to develop and expand the large city technogenic infrastructure related with a large number of vehicles.On the whole, it can be stated that in the confrontation between the two discourses and images, the urboecological model confidently wins with the formation of a green and aquatic environment. The absolute majority of respondents in the situations of choice and being a "victim" demonstrated their determination to abandon the benefits and advantages of technogenic development for the sake of maintaining a healthy lifestyle in an appropriate ecological environment.
