FEATURES OF PERSONAL IDENTITY TRANSFORMATION IN THE NETWORK SOCIETY

Abstract

This article presents a comprehensive analysis of the phenomenon of personal identity transformation in the context of the emergence and development of the network society a social environment increasingly shaped by digital communication, dynamic interactions, and the deep virtualization of everyday life. The conceptual polyphony of the term “identity” is revealed, reflecting the plurality of its interpretations in contemporary humanistic discourse. The article systematizes the main theoretical and methodological approaches to the study of personal identification, focusing in particular on the essentialist approach, which views identity as a stable and inherent entity, and the constructivist approach, which interprets it as a socially constructed phenomenon shaped by specific historical and cultural contexts. It is argued that the functioning of global information and communication networks has led to the emergence of a new type of identity-network identity-characterized by increased mobility, openness, polymorphism, situational variability, and hybridity.
The study traces the stages of transformation of virtual self-representation, from early forms of anonymous digital communication in chats and forums to modern social media platforms, where users publicly construct representations of the self, based on either authentic or reconstructed identities. The article highlights the mechanisms by which network communications not only expand opportunities for self-expression but also reshape understandings of moral norms, intimacy, publicity, and social responsibility. It is emphasized that in some cases, virtual identity may contradict real identity, resulting in emotional and psychological disorders, social disorientation, or even a rupture with everyday reality.
Furthermore, the study demonstrates that cultural identity plays a mediating role in the heterogeneous, polyphonic, value-normative space of digital networks, facilitating cultural dialogue, the exchange of traditions, and the negotiation of diverse lifestyles. It is argued that, despite the vast opportunities for self-presentation and community-building, existence in the network society requires the development of critical consciousness. Such consciousness is essential for successful integration into the contemporary information society, as it preserves the capacity for autonomous thinking, enables critical evaluation of social transformations, and supports the formation of effective life strategies.