THE IMPACT OF INFORMATION TECHNOLOGIES ON PUBLIC OPINION

Abstract

The article explores the key directions of the impact of information technologies on public consciousness, including changes in the nature of communication, information dissemination, the transformation of news consumption and educational practices. The role of social networks as a primary intermediary in the formation of public opinion is analyzed, particularly their ability to simultaneously unite communities and contribute to segregation in the form of information "bubbles." It is proven that information technologies affect not only access to knowledge but also the very nature of thinking and event evaluation, particularly through personalized algorithms that shape the individual information space. A tendency towards superficial social connections and digital isolation in conditions of the prevalence of virtual communication over personal interaction is revealed. The ethical challenges of the digital age are disclosed, including the problem of personal data protection, the threat of manipulation through algorithms, and the responsibility of users and developers of IT environments. The positive impact of IT on the democratization of education and the development of scientific research due to the increased accessibility of knowledge through digital platforms is established. Both the advantages and risks of digitalization that influence the formation of public consciousness are highlighted. The conclusion is drawn on the necessity of conscious and responsible use of information technologies for the harmonious development of the individual and society.