ВІРТУАЛІЗАЦІЯ ОСОБИСТОСТІ ЯК КУЛЬТУРНИЙ ФЕНОМЕН ЦИФРОВОГО СУСПІЛЬСТВА
PERSONALITY VIRTUALISATION AS A CULTURAL PHENOMENON OF DIGITAL SOCIETY

Summary/Abstract: The purpose of the work is to analyse the phenomenon of personal virtualisation as a manifestation of modern technological society, to identify the indicators of self-construction of a virtual personality, and to explore the consequences of internetisation for a modern individual, who can simultaneously inhabit both physical and digital environments. The research methodology involved the use of analysis and synthesis methods to establish the influence of Internet technologies on individual self-identification; a synergistic approach was employed to trace the socio-cultural dynamics of the spread of the phenomenon of personal virtualisation and the formation of new value orientations; the psychological method was utilised to reveal the motivation of modern individuals to virtualise their “self”. The scientific novelty of the article lies in its substantiation of personal virtualisation as a cultural phenomenon that shapes the further development of digital society. Conclusions. The phenomenon of personality virtualisation emerges as a consequence of the virtualisation of reality, which stands as a significant cultural factor prompting modern individuals to experiment with their identities, multiplying their “self” and realising them across various contexts an infinite number of times. The artificially created virtual space fulfils individuals' needs for acquiring new knowledge, experiencing heightened emotions, and serves as an online platform for creative self-discovery and expression. The continuous production of virtual iterations of oneself impacts the psychological and cognitive attributes of individuals, alters their perception of the real socio-cultural environment, and engenders an alternative virtual worldview.

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