Identity matrix in the digital age: social challenges to overcome the anonymity

This article examines the total impact of digitalization on processes of identification. The development of information and communication technologies has generated new formats of socialization, inculturation and identification. Verification and construction of own identity is increasingly taking place in the Internet environment, but this environment sets more rigid framework and algorithms for this process. These changes began to affect all aspects of society, transforming not only the ways and contexts of communication and interaction, but also influencing the value-normative system and culture in General, setting the frame of research of social and humanitarian science. Due to the fact that new technologies have changed the idea of distance, time, space, indicating the transboundary nature of these phenomena have changed and approaches to the study of these phenomena. The development of digital technologies has led to the change of models and methods of identification and representation. Initially, the virtualization of everyday cultural practices and interactions allowed a person to try on different masks and statuses on an anonymous polygon of multiple identities, then forming the possibilities of personal auto projects and virtual personality, represented in the network space and subsequently appropriated in real life. These phenomena have a direct impact on a person by changing the ways of perception, thinking and worldview, making new demands on his competencies, forming a request for the nonlinearity of thinking and multi-channel perception of information. Now it is impossible to hide in the network, separating the virtual profile from the real identity. Today, the process of digitalization increasingly began to show - make visible, limit of virtuality, becoming, rather, the basis for integrity, in the truest sense of the word identity, identity, combining digital, virtual and real identity in the most transparent digital environment, creating conditions for the emergence of new opportunities, challenges and threats to the cultural foundations of society and embodying in reality the prophetic vision of the Matrix from the Wachowski brothers.

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