The Effect Of Digital Advertising On The Social Identification Of Teenagers

Abstract

The article is devoted to the development of digital technologies and their influence on the formation of teenagers’ personality. The article focuses on the sociological analysis of the problem, the changes in the social identification of adolescents under the influence of digital advertising. An attempt is made to identify the characteristics of modern digital advertising materials aimed at adolescents and the level of their social identification. The authors prove the idea that digital advertising acts as a resource and a means of influencing teenager’ social identity. Conclusions about the significant impact of digital advertising on the formation of teenagers’ social identity have been drawn based on the results of the research. The authors note that when young people stop identifying themselves with large groups, the role of digital advertising in forming social identity of adolescents increases. It has also been shown that the images produced by advertising primarily affect the emotional sphere of a person and usually carry a certain concept of identity. It finds a lively response in the minds of young people and becomes part of the socialization process. Digital advertising is becoming a powerful channel for creating images that influence values and meanings, and has a significant impact on forming the identity and behavior of modern youth.