Abstract
The article characterizes the types of communication, highlights the theories of interaction in the virtual envi-ronment, digitalization, presents the term “digital crowd”, studies the new phenomenon of “digital sublimation of individuality”, gives recommendations on overcoming loneliness in the modern digital world and decision-making in all spheres of society by the individual himself. In this study, the method of qualitative analysis is used. The aim of the work is to identify the social implications of digitalization and ways of addressing social problems. Human individuality in the digital society forms the subject of the study. Conclusion dwells upon the fact that the problem of loneliness, self-loss in the digital crowd and the phenomenon of individuality digital sublimation are complex and are caused by a variety of reasons, ranging from the imposition of certain stand-ards and values in the virtual world to the psychological characteristics of a particular individual.
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