Abstract
The article discusses the change in views on the problem of identity. The relationship between the technological, social, cultural development of society and the specifics of human identity is indicated and analysed. Identity is a mechanism that helps to adapt to the reality in which a person lives at one time or another. Technological progress and urban life contribute to the formation of new views on the identity of the individual. Modern identity is characterized by a high degree of subjectivity, multiplicity, variability and adaptability, which ensures the survival of the individual in the conditions of the urban information society
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