Keyword: «социальные сети»

The article is devoted to the study of the processes of change in cultural identity under the influence of global digital technologies and network communications. The author analyzes the transition from traditional forms of belonging based on geography and ethnicity to fluid, hybrid models of digital identity. The paper examines the impact of algorithmic systems and social platforms on the formation of “information bubbles” and the transformation of a person's value orientations. Special attention is paid to the phenomenon of “glocalization,” where global trends intertwine with local traditions in virtual space. In conclusion, the need to develop new approaches to preserving cultural diversity in conditions of total digital transparency is substantiated.

The article presents the results of an empirical study examining the relationship between psychological characteristics of self-attitude and the features of self-presentation of university students in social networks. The research was conducted on a sample of 77 students of various age groups (18–52 years) using a set of psychodiagnostic techniques. Significant correlations were identified between certain components of self-attitude (self-understanding, expected attitude from others, self-guidance) and characteristics of self-presentation in social networks. A negative correlation was found between self-understanding and the realistic demonstrative self, as well as between self-guidance and the false deceptive self.