КОММУНИКАТИВНЫЕ И ИДЕНТИФИКАЦИОННЫЕ ТРАНСФОРМАЦИИ КАК СУЩНОСТНЫЕ ПРОЯВЛЕНИЯ ЦИФРОВОЙ КУЛЬТУРЫ

Abstract

Objective of the study to consider the specifics of digital culture in the context of communicative and identification transformations.   Methodological basis of the research is the constructivist approach, the provisions of the theory of the information society, the concept of digital culture, identity theory. Research results. This article analyzes the modern digital environment, which sets the parameters of the value and mental attitudes of the individual, creating new communication practices and forming a new digital identity. In the conditions of digital communication, everyday life (one's own and others') becomes an object of visualization, makes private life transparent, depriving it of such a quality of traditional culture as privacy. The construction of virtual phantoms, positioned as individual personal identifiers of the subject, and their management in social networks indicates a departure from the historically established emotional basis of identification to representative and demonstrative practices, the desire to “seem” and not “be”, which is characteristic of visual digital culture.   Prospects of the study. The problem of the development of digital culture is of scientific and practical interest in connection with the need to understand the specifics of the transformation of human identity in the context of digitalization of all spheres of social life.