Field Of Social Communication Research Articles

Potential of elites in consolidation of public opinion in eastern and western approaches

The authors proceed from the classical understanding of the elite as a social group endowed with power and capable of influencing public opinion. The paper represents the examination of the role of elites – political, economic and social – in the formation of public ideas, values and political attitudes. The problem is conditioned, on the one hand, by the intensification of geopolitical confrontation and the formation of polar ideological concepts on both sides of the ocean, on the other hand – by the dynamic change in characteristics of media environment, which lead to increased centrifugal processes and polarization of public opinion on current events, values and ideology. The authors take into account the widely accepted hypothesis of relative homogeneity of elites (Huntington, Sklair) in the sense that cultural differences and stereotypes influence decision-making in this environment the least. This assumption became the starting point in choosing the topic, predetermined the search for possible points of contact in building a public dialogue, and, in general, served as the basis for a conceptual assessment of the ability of elites to resolve insurmountable contradictions between different segments of the political media space. The authors identified similarities and differences in the understanding of the social and political role of elites in the East and West and proposed possible routes for the development of dialogue. The study is based on the works of the classics of the theory of elites, as well as on modern research in the field of social communication and media.

Creativity and Creative Subject in the Field of Social Communications: modern understanding and basic characteristics (part I)

The article examines the dynamics of creativity perception in successive attempts to study its interpretations in the social sciences and proposes a social and communicative approach to understanding the categories of creativity and the creative subject. The authors analyze the approaches to defining creativity in various research paradigms, which shows the applicability of the socio-communicative approach with a critical view on socio-psychological and sociological definitions of creativity. The text represents the discussion of the criteria and features of creativity and consider the main parameters and criteria of creativity as a communicative phenomenon. The authors propose a new understanding of the concept of creativity and explain it through three related concepts: (1) creative process, (2) creative subject and (3) creative product. At the end, the authors substantiate the typology of creative products and discuss the essence of the consumer value of creative products, highlighting its rational and emotional dimensions.

Literasi Digital : Solusi Tantangan Dan Peluang Komunikasi Sosial Di Era Digital

The digital era, marked by a revolution in information and communication technology, has brought significant changes in various aspects of human life, including in the field of social communication. Studies on digital literacy; Solutions to Social Communication Challenges and Opportunities in the Digital Era aims identify opportunities and challenges in social communication, as well as provide strategies related to challenges in social communication in the digital era. This study was processed using the literature study method. Literature study is one of the research methods by collecting, reading, and recording literature studies related to the research, then processing it as a basis to build a title framework with a complete unity.The resultsofthe study show that social communication opportunities are fast and wide accesso information, further communication, learning and self-development, and online communities. The challenges are informationoverload, the spread off akenews, data privacy and security, the digital divide, ethicsand behavior in cyberspace. Therefore, digital literacy is present as a strategy to overcome existing challenges.

Cultivating media literacy culture as a measure of societal awareness during crisis

The paper considers media literacy as a key skill that a person of the XXI century should possess for quality education and further professional activity. Consideration of ways to develop media literacy in a crisis situation, the evolution of media literacy culture in society is one of the most relevant areas of research in the modern humanitarian paradigm. Introducing the principles of media literacy in a state of crisis requires careful planning, the proper attitude to the audience, and the motivation of all participants in the educational process. Practical developments and projects that can contribute to raising the level of media literacy and the culture of media education are relevant in modern education in Ukraine. The purpose of the research is to establish an algorithm for introducing media literacy, its effectiveness and influence on learning outcomes and education quality, implemented in crisis conditions. Furthermore, participants in the educational process evaluate media education as a civilizational skill and technology. The methodology of the present research is characterized by a comprehensive approach. First and foremost, it is a method of pedagogical experimentation, interviewing and observation. The possible benefits of the descriptive technique, synthesis, and analysis were used for the theoretical study. The hypothesis lies in the fact that a high level of media education culture is positively assessed in a society in a crisis situation; media literacy is a convenient and effective skill that is a necessary component of the modern world. For students of pedagogical specialties in the field of social communications, the result of the educational experiment should be the formation of the culture’s fundamentals of introducing media literacy in crisis conditions. In the long-term, it is worth working on practical projects aimed at increasing the culture of media literacy development and the impact of this skill on the quality of education and professional growth.

The concept of “document” in the epistemological system of knowledge: A methodological discourse in the philosophy of science

Transformational changes in the modern scientific environment are conditioned by the information and technological development of all branches, among which document science has undergone significant changes due to digitalisation and the development of e-documenting, which leads to changes in the object of research and the expansion of interdisciplinary tasks and indicates the transition of the philosophy of science to a new stage of development. In the process of objectifying the conceptual search of philosophers of science, there was an evolution from relatively simple systems in the classical period to complex systems in the non-classical period and to complex systems that self-develop. The purpose of this study is to clarify the epistemological essence of the concept of “document” through the methodological prism of the theories of the philosophy of science. In the research process, general scientific methods and special methods of philosophy, documentation science, archival science, information science, and social communication were used. The synergy of general scientific and specialised methods, along with philosophical methodology, allowed for a comprehensive exploration of the concept of “document” as a sociocultural phenomenon, analysis of the philosophical characteristics of the document, and identification of interdisciplinary connections. Emphasis has been placed on positivist achievements, which have contributed not only to the activation of the search for and establishment of the informativeness of documents and their quantitative increase but also to the theoretical study of carriers of information from the past. Such processes have enriched knowledge about documents, contributing to the expansion of their methodological and epistemological boundaries. It should be noted that the post-positivist stage has caused philosophical discussions between representatives of the “historical school” and “critical rationalism”. The structure-forming functions of scientific knowledge and the sociologisation of the examination of the scientific information space, based on the methodology of the philosophy of science, have led to the acquisition of modern characteristics by document science, the development of complex interdisciplinary connections that ensure the integrity of the study of the document phenomenon. Thanks to the methodology of the philosophy of science in the research, the ideas of the unity of scientific knowledge, the epistemological and philosophical methodological determinism of document science, and the integral significance of philosophy in constructing a holistic scientific picture of the world have been revealed. The conceptual and terminological toolkits and mechanisms for introducing the philosophical concepts of determinism, causality, space, and time into the documentary discourse have been defined. Such modern trends in the development of the philosophy of science and an interdisciplinary approach to the scientific and theoretical substantiation of document science issues will contribute to the development of the discussion on documentation science issues and will lead to the emergence of new theoretical and methodological developments in the field of social communications

Training of media specialists in the field of social communication

The article is devoted to the problems of training of media specialists in the context of improving the system of higher education in Russia. Based on the analysis of theoretical and empirical materials, the authors substantiate the need to transform the media education system in Russia in order to train professional communicators of a new formation. Based on the results of their own sociological research and the results obtained by other researchers, the authors confirm the presence of certain difficulties in educational media programs. E.g., students show average level of media literacy, unconscious behavior as consumers of information, and difficulties with information verification. Failure to overcome all that difficulties may lead to the fact that the ranks of future media specialists in the field of social communication will be replenished with personnel who does not correspond to this activity emotionally and professionally. The activities of such non-professionals significantly affects the level of public trust in any information in the media The logic of the research allows the authors to come to conclusions that in Russia there is a clear public demand for media specialists of high professional level, truthfully and responsibly forming the modern public agenda.

THE IMPORTANCE OF PUBLIC RELATIONS IN THE SYSTEM OF THE CREATIVE ECONOMY

The article reveals the essence and content of public relations in the current conditions of society development. Through the prism of the concept of the creative economy, which has been formed in the scientific discourse, the author presents the opinion of the relevance of public relations to its effective functioning. The author analyzes the opinions of researchers in the field of social communications and related areas relevant to this study. In addition, the modern conceptual and categorical apparatus of public relations in the creative economy system is taken into account and described. Public relations, as a function of effective social communications, is an important component of the work and improvement of the creative economy within the country and around the world. It means the active functioning of this process, which includes a number of important factors, among which the key one is the direct connection between communicators and the audience. If these components communicate in a coordinated manner, the process of information transfer should take place, which ultimately leads to new solutions and the satisfaction of public expectations. Recently, the issue of the effectiveness of the creative economy in modern conditions has been raised quite often in the media space, which requires more thorough scientific research into its connection with the field of social communications. Public relations becomes especially important when communicators need to implement a high-quality explanation of their actions and steps, as many challenges arise in the context of social and economic instability. In particular, we are talking about artificial intelligence tools that can somehow complement the work of organizations or neutralize it by violating both legal and ethical norms. The paper implements the theoretical approach to scientific research, which scholars carried out by personally analyzing existing works.

Media Literacy in the Education System: Modern Requirements in the Field of Social Communication

Media Literacy in the Education System: Modern Requirements in the Field of Social Communication

Scientific Achievements of the Leader of Modern Ukrainian Librarianship V. Ilhanaieva: Bio-bibliometric Analysis

Objective. The article aims to highlight the essence and possibilities of biobibliometrics in determining the scientific productivity of scientists, in particular, the scientific achievements of one of the most outstanding researchers in librarianship V. Ilhanaieva. Methods. Bio-bibliometric analysis was the main method used in the study to determine the current state of science and technology in the field of social communications. The methods of analysis and synthesis were also used. Results. The results of the bio-bibliometric analysis of the scientific activity of the leader of modern domestic librarianship V. Ilhanaieva are presented by characterizing her general scientific productivity and defining the features of achievements at individual stages of the research activity in the field of social communications. Conclusions. It has been proven the dependence of developing science and technology on scientists' research activity and their social connections, as well as functional connections between elements of biographical information and bibliographic data. Wherein the prospects of biobibliometrics as a special scientific tool for such studies are determined.

Odología y entornos virtuales: Reflexiones sobre la reconfiguración espacio – territorial en el aislamiento social

The article presents the reflections and results of the investigative exercise carried out during the year 2020 on Odology, the study of routes and flows from architecture and anatomy, referring to Hodos, a Greek notion alluding to the path and movement itself physically disrupted due to the compulsory social isolation experienced in our country and in the world in the year 2020, which led to the establishment of new forms of relationship based on the movement and journey of an environment that ostensibly accentuated its presence: the virtual space. The research team, made up of professionals from the field of Social Communication and Education, describe the methodology used in the development of the exercise, from a qualitative approach to Urban Imaginaries proposed by Armando Silva, taking two Case Studies (CA) from the corpus. formed, to conclude with the analysis derived from the illustrations and visual texts designed by the participants from the communicative content disseminated around the theme of the present investigation referred to describing the imaginaries of the university academic space of students assigned to the research chair in Armenian universities before and during the social isolation decreed by the national government of Colombia.
 

Autorregulación en el ámbito del periodismo medioambiental en español

In the field of social communication, the media actors themselves have been implementing deontological tools applicable to professional practice that go beyond the minimums stipulated by the legal system. In this way, companies, professionals, associations, non-governmental organizations, civil society itself, and to a lesser extent the Academy, are actively involved in the interest of quality communication, in the case that concerns us regarding the environment. Among the existing deontological instruments framed in the concept of self-regulation, in the present investigation we will focus on the normative analysis of the 2nd generation ethical codes to inform about nature and the environment through their content analysis.

The role of single nucleotide polymorphisms within genes for oxytocin and vasopressin receptors in the presentation and severity of autistic traits

IntroductionAutism spectrum disorder is a heterogeneous group of disorders that affects virtually every population, regardless of their ethnic or socioeconomic origin. The pathogenesis of ASD is probably multifactorial, based on interactions between genetic and environmental factors. Their key elements are disorders in the field of social communication, establishing and maintaining relationships and the so-called stereotypical and repetitive patterns of interests and activities. However, of the above- mentioned symptoms, the most important are communication disorders, which are the basis for many of the functional difficulties observed in these patients.ObjectivesThe aim of the presented study was to analyze the clinical picture of social cognition deficits in males with autism spectrum disorders, and to link its elements with the frequency of alleles of selected polymorphisms within the OXTR and AVPR1A genes.MethodsThe study included 132 people, 77.5% of whom were male (n = 100). 113 participants (85.6%) were diagnosed with autism spectrum disorders confirmed by the ADOS-2 test conducted by a certified diagnostician. In this group, men constituted 76.1% of the population (n = 77). The remaining 28 people did not have a diagnosis of autism spectrum disorders, and in the ADOS-2 study they obtained the result below the cut-off level. The mean age in the whole group was 14.4 years (95% CI: 13.92-14.93).ResultsA higher frequency of the rs53576 A allele and the rs10877969 C allele could be observed than expected on the basis of the European / world population. In the case of the rs7294536 and rs2254298 polymorphisms, no differences in the distribution of alleles in relation to the expected values were observed. In the network analysis reference allele (T) of SNPs rs10877969 was linked to the higher outcome of the “social affect” domain of ADOS-2 and through it influenced ADOS-2 outcome. All other SNPs did not significantly affect neither domain of ADOS-2. Reference allele (A) of rs53576 was linked with higher odds ratio of clinical diagnosis of ASD in logistic regression. Similarly the rs10877969 polymorphism within the AVPR1a gene significantly shaped the risk of autism spectrum disorders, while in the combined analysis with rs7294536 within the haplotype, the observed effect was significantly stronger.ConclusionsThe studied polymorphisms may constitute an element of larger haplotypes which, depending on the number of mutated alleles, may determine the severity of autism spectrum traits, from the neurotypical population, through people with a broad autism phenotype, to people diagnosed with ASD. Further research is required on the potential clinical application of genotype analysis of the studied polymorphisms and on the exact mechanism of their impact on the risk of ASD and the development of social cognition disorders.Disclosure of InterestNone Declared

FEATURES OF THE USE OF AUGMENTATIVE AND ALTERNATIVE COMMUNICATION METHODS IN PSYCHOLOGICAL SUPPORT OF CHILDREN WITH AUTISM SPECTRUM DISORDER

The article analyzes and substantiates the peculiarities of the implementation of modern methods of auxiliary and alternative communication in the process of psychological support of children with autism spectrum disorders. Modern experience shows that in the conditions of early intervention, the development of children with autism spectrum disorder acquires stable positive dynamics. Assistance to children with autism spectrum disorder is most successfully provided in the paradigm of complex support. In children with autism spectrum disorders, disorders in the field of social communication and language pragmatics are found in all without exception, regardless of age and level of development. An analysis of the views of various researchers on the problem of communication and speech disorders in children with autism spectrum disorders suggests that the introduction of alternative and auxiliary communication means is an effective intervention that gives quick results and has a positive effect on the development of communication and language. The best result is achieved in a situation where the child's environment supports the practice of using alternative and auxiliary communication tools, knows how to respond correctly to the child's communicative initiatives, create situations in which he could use alternative and auxiliary communication tools and conduct training in the process of everyday interaction. Accordingly, the authors of the article actualize the issue of finding alternative opportunities to build a communicative space between the child and parents, as well as the implementation of auxiliary communication methods using modern mobile applications and devices. When choosing means of additional communication, the level of communicative development, communicative capabilities and abilities of the child are assessed. As part of an empirical study, the positive results of the implementation of modern software for mobile devices are demonstrated in order to optimize the construction of a constructive communicative space between a child with autism spectrum disorder and significant adults.

Understanding in the field of Social Communication as a Mental Technology

Mental technologies (techniques, methods, skills) that consciousness (mind) uses for understanding in the field of social communication are the focus of this article. In accordance with the key provisions of the semio-sociopsychology concept, in line with which the article is made, the success of understanding in the field of social communication is associated with such technologies that allow you to “see” in any holistic, complete communicative act latent multi-level structures, the top of which is the author's intentionality, or constant meaning. A series of studies using the method of motive-targeted analysis allowed to designate the parameters of groups of people who differ in the quality of understanding of constant meanings in the perception of holistic, completed works. A relationship has also been found between the quality of understanding the intentionality of the author and the virtual forms through which consciousness “masters” the perceived work: from widespread linear to rarer multi-level, voluminous. The recorded fact of different quality of understanding in the field of social communication allowed to draw an analogy with the theory of the collective unconscious and the phenomenon of archetypes in the interpretation of C.G. Jung. Various mental technologies, which are used by large groups of people, really “live” in society, which affects the features of their socialization and social adaptation and, in general, the trends and vector of socially significant processes. However, thanks to the developments of Russian academic science, comprehension skills in the field of social communication can be improved; the experiments carried out show a positive trend.

Індивідуальні та масові емоції в маркетингових комунікаціях: роль, місце та значення для брендів та науки

The subject of the author‘s publications are scientific achievements in the field of social communication and materials in mass media that demonstrate the social significance of study of social communication as a sphere of functioning of mass emotions. The participants of social communication should be aware of the phenomenon of transformation of individual emotions in the mass under the influence of the source of information, the media expert and the recipient of information product and commercial brand. The objective of the study is to explain the social problems of the phenomenon of introducing mass emotions into marketing communication. The main results of the research: the article presents the attempts and the effects of mass emotions in marketing communication of global and Ukrainian brands. We have reason to believe that the individual emotions of different consumers are combined in certain circumstances in time and space, and the brand becomes the epicenter of attention and the cause of formation of mass emotions in the field of social communications. The examples from the practical field of marketing communications confirm the theory of new triune nature of social communication, that consists of mass information, mass interpretations, and mass emotions. Using the method of observation, actual material was selected for the analysis of cases where emotion marketing formed (or demonstrated attempts to form) phenomena of mass information influence on the audience. The description method was applied to characterize trends in marketing communications. The method of analysis and interpretation of the received data was used in the formation of research conclusions regarding the results of the impact of mass emotions on the audience of various brands that used emotion marketing for their purposes. The theses of this article are taken from the researcher‘s lecture on the topic ―Individual and mass emotions in marketing communications‖, presented to the students of the 1st year of the studio ―Marketing and Market Communication‖ of the Krakow University of Economics (Republic of Poland) aimed at approving the research topic among the рolish scientists.

Неолексеми з компонентом медіа у словниках і науковому дискурсі із соціальних комунікацій

The article analyzes the array of innovative lexis which includes the component media and comprises 425 units from the perspective of mediadeterminism. The lexemes have been chosen using the Ukrainian lexicographic sources, the academic papers in the field of social communications and medialinguistics and also the monitoring of the Ukrainian Internet sector conducted during the period of January-March, 2023. The neolexemes with the component media have been proven to be an open dynamic system replenished constantly under the influence of technologies and socio-communicative transformations. This was confirmed by the monitoring of their description in the Ukrainian etymological and specialized dictionaries starting from 1973. The dynamics of the entry of neologisms as the terms into the academic discourse is traced on the example of two numbers of special publications on social communications for 2010 and 2022. The study has revealed the increase in frequency of using the terms with the component media, the heterogeneity of their fixation as neographisms, the living process of synonymization of the lexemes mass media and media, as well as the tendency for autochthonization of the indeclinable word form media. The paper shows the way for the further systemizing of the collected array of lexical units and its representation as a qualitative-quantitative hierarchic structure that contains the nominations of media space with its technical, technological, and socio-communicative components as the reference points. The most verbalized areas of the media space can serve as the indicators of media social spheres. The accumulated database of neolexemes with the component media can prove to be useful for lexicographic purposes.

Ethical aspects of a journalist’s work under the conditions of martial state

The article attempts to analyze the ethical aspects of a journalist’s work under martial law. The purpose and objectives of the research. The purpose of our research is to study the state of development of the issue of ethical norms of journalist activity in the conditions of martial law and to formulate the main ethical dilemmas in the work of modern media outlets. On the basis of modern research in the field of social communications, the state of development and research of the problem by Ukrainian scientists was studied. On the basis of the systematic method, which helped to form the characteristics of the concept of «ethical norm», its influence on the activity of a journalist and the peculiarities of the integration of ethical norms and the formation of public opinion in the conditions of martial law, the method of comparisons, which allowed to reveal the qualitative characteristics of the concept of «ethical norm» and to study the views modern researchers on the formation of this concept and the general comprehensive approach, which was the leading methodology of our research, the use of various Ukrainian and foreign codes of ethical norms, normative and legal framework regulating the activities of journalists and media outlets, in particular within the legal regime of martial law, was studied in the journalistic discourse. The concept of fact-checking and data verification during the presentation of information by a journalist and means of mass communication was studied separately; sources of effective fact-checking and data verification for the creation of highquality media content are identified. Summing up, the state of war requires special care, ethics, and responsibility from journalists in their professional activities. They must be guided by generally accepted standards of journalism, take into account the principles of information policy, and comply with the legislation regulating the dissemination of information. Ensuring objectivity, accuracy, and balance of information, as well as protection of human rights and freedoms, are the main priorities during martial law.

Information activity in the system of social communications

The article analyzes the key aspects of information activity and its relation to various branches of public relations. The opinions of scientists who have already worked on research in the field of social communications and continue to do so in our time are weighed. In the example of their works, an explanation of the system of the information and communication process was derived, and its involvement in many specific professions today was studied. Information activity as a phenomenon is an essential component of the social communications system. It is about building an effective communication process, a system that includes representatives of the public, a communication channel, and professional communicators. In the presence of these, a complex process of information transfer can occur, which, as a result, leads to the emergence of new decisions and public expectations. Adhering to a well-defined algorithm of actions, a professional communicator can act as a conductor of objective information and the only source of dissemination of subjective data. It is worth noting that this study is quite relevant since now is the period when the information transmission process is taking on new forms. This is notably observed in the information search and processing system. Many additional software elements have appeared that simplify some processes and speed up work with information. In particular, it is about the emergence of artificial intelligence and the elements it produces in the process of its work. Therefore, information and communication activities require topical, in-depth scientific research based on the features of the modern information society. The work demonstrates the theoretical approach of scientific research, which takes place through personal analysis of the available works of academics.

Management of Crisis Communications in the Public Space

<p><strong><em>Purpose. </em></strong><em>Analysis and systematization of objective conditions that determine the content of modern crisis communication processes and determine effective strategies for crisis management in social systems.<strong></strong></em></p><p><strong><em>Research methodology</em></strong><em>. The study used a comparative-historical method to analyze and systematize data on crisis communication management in public space. Systematization and classification were used to determine the features and factors of crisis situations in the field of social communications. The aim of the study is to analyze and systematize the objective conditions that determine the content of modern crisis communication processes and to determine effective strategies for anti-crisis management in social systems.</em></p><p><strong><em>Results.</em></strong><em> Social space is considered as a variety of social processes, a field of social activity that contains a set of significant social groups, individuals, objects in their mutual location. The directions of social interaction as a form of theoretical generalizations of social communication, which is a continuous exchange of social information and knowledge, carried out with the help of the formed communicative chain. The analysis of crisis communications as a process of interaction of public subjects in the conditions of potential or real threat of their activity, functioning, existence is carried out. The classification of crisis situations according to such criteria as predictability of the onset and consequences of crises, the dynamics of their course is considered. The stages of problem management in crisis communications are analyzed, the main condition for successful anti-crisis communication is a pre-developed strategy. The main tasks of anti-crisis management are defined: detection of certain features, localization of crisis phenomena, crisis prevention, determination of their features, forms of implementation; determination of methods of observation, detection of certain signs, localization of crisis phenomena, prevention of crisis situations.</em> <em>The peculiarities of the activity of the spin doctor is to work with the media to form the desired point of view, present events in a more favorable form, that is news management. The practice of anti-crisis communications in the public space as a way to overcome information asymmetry and establish effective communication with the public is identified. </em></p><p><strong><em>Novelty. </em></strong><em>The article analyzes the current trends in the field of crisis communications and identifies the main directions of anti-crisis communication strategies.</em></p><p><strong><em>Practical significance. </em></strong><em>The results of the study can be used to improve the forms and methods of crisis communication, to form formation of effective strategies for crisis management in social systems.</em><em></em></p><p><strong><em>Key words: </em></strong><em>problem identification, crisis communication, risk minimization, system viability parameters, social interaction, anti-crisis management tactics.</em></p>

Digitalization of social reality: key discussions

This article is devoted to the analysis of the impact of digital technologies on the contours of modern society. The author emphasizes that “digitalization”, as an element of a new social reality, has become the subject of numerous discussions and disputes, the key vectors of which are: 1) differentiation of digitalization from similar but not identical processes; 2) scope and breadth of digitalization of various spheres of economic and social life; 3) advantages and disadvantages of digitalization of social reality; 4) directions, social consequences and the future of digitalization. At the same time, each of the selected vectors entails a number of questions that require scientifically based answers.In particular, within the framework of the first discussion, such questions are: how does digitalization differ from automation, informatization or computerization? What indicators indicate the success of the digitalization process? The second discussion raises the following questions: Which areas of social life are covered by digitalization? What exactly does this manifest itself in? The third discussion raises questions about the undoubted advantages and obvious disadvantages of digitalization, and the fourth discussion focuses on the problem of the social consequences of accelerated digitalization. The search for scientifically based answers to these questions is the main subject of this article.The author concludes that digital transformation gradually covers all spheres of life of both society and each individual, and over time it will become more and more obvious. However, today it is most noticeably manifested in the field of social communication, which is rapidly being embraced, even “enslaved” by electronic and digital technologies.The danger of accelerated and unconditional digitalization lies in the fetishization of the role and place of digital technology and science in modern social development, which inevitably leads to the strengthening of technocratic determinism and scientism associated with the absolutization of natural sciences as the only scientific knowledge. However, the leveling of the value of the humanities leads to the leveling of the actual analyzing, reflexive activity of a person, to a decrease in the importance of a person in many, and first of all, social processes, which are supposed to be better handled by “artificial intelligence technologies” or cyborgs. But then digitalization, as in its time – liberalization, and then globalization – can become another manipulatively controlled political project or a totalitarian dogma, on the basis of which an active process of establishing a new world order will be launched.