Abstract
With the advent of social networks, globalization accelerated, ideas of tolerance began to spread, access to information increased, and the speed of communication increased. However, the flip side of this phenomenon is that a person’s feelings are devalued, he is forced to pretend and go into an imaginary world in order to preserve at least some kind of existence, which is now a speculative image on the Internet. The authors conclude that the devaluation of personality in social networks is associated with a person’s unwillingness to perceive other living beings as valuable in themselves and the resulting consumer attitude to the world around them. It is necessary to restructure the architecture of communications in social networks so that they are built on a voluntary response that allows a person to engage in creativity, to realize their own, and not imposed needs.
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