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.