DIGITALIZATION AS A MODERN CONDITION OF SOCIAL INTERACTION IN CULTURE

Abstract

The formation of the digital environment leads to the development of new behaviors, where the principle of social interaction is fundamentally changing. Obviously, these changes will be one of the most significant aspects of shaping the world picture. The emerging difference in the ways of interaction actualizes research in the field of constructing a social reality that acquires a predetermined meaning and shape, within which technological aspects become much more significant than substantive ones.
 Digitalization contributes to the emergence of new ways of interaction that can significantly transform public perceptions of the surrounding space and its constituent elements.
 The high information noise of the digital environment reduces not only the focus of the user’s attention, but also, as a result, leads to the so-called “attention economy”. Emerging practices using “big data” change the usual ways of interaction and indicates that modern technologies can change the design of an individual’s behavior.
 In this regard, the question becomes relevant, to what extent is it possible to construct an individual’s behavior through digital influence? And what methods of construction are in demand today to the greatest extent?