The purpose of this research is to study and analyze one of the most demanded means of actualizing value attitudes in modern Russian children's press, namely the linguistic context. The lack of works on the axiology of children's media is at least partly due to the peripheral position of children's periodicals in the media system, while children's magazines and newspapers have significant axiological and educational potential. This determines the relevance of the work. As empirical material, issues of the magazines «Putevodnaya Zvezda» and «Nash Misha» from 2020 to 2023 were selected. During the research, three types of intra-textual connections were identified that actualize value attitudes important for editorial policy: coherence, intertextuality, and question-and-answer unities. Each of these tools expresses a specific set of values that often overlap. The following values were identified: education, tolerance, patriotism, victory in the Great Patriotic War, self-realization, Russian culture, respect for nature, pacifism, reading, children's initiative, as well as universal human values such as family values, love, friendship, assistance, integrity, and responsibility. The author proves that the identified types of intra-textual connections implicitly express value attitudes and describes the implicit mechanisms of their actualization. The methodological basis of the research includes a comprehensive analysis of text materials, linguistic interpretation, and discourse analysis. The scientific novelty of the work lies in the systematization of mechanisms for actualizing value attitudes in children's periodicals. The practical significance of the research lies in the possibility of applying the obtained results to improve the editorial policy of children's publications and develop methodologies for analyzing media texts. The research results can be used in courses on media communications, journalism, and linguistics.