Self-Presentational Communication in Context Digital Realities of Modern Society

Introduction. In the age of the digital economy and hyper-competition, self-presentation communication as a type of self-promotion, as the ability to present oneself to a communication partner, employer, business partner or target audience, is considered by experts as a key skill of the 21st century. It is also considered as one of the significant factors of competition both in the modern highly competitive labor market and in the consumer market, both global and local. The article discusses the theoretical foundations of self-presentational communication in its historical retrospective, traditions, innovations and development trends in the conditions of new realities. Methodology and sources. The methodology of philosophical, sociological and interdisciplinary approaches is used. The article uses the following sources: specialized literature from domestic and foreign authors, scientific research, publications and websites that allow one to explore the specifics of digital self-presentation, its new formats and current practices. Results and discussion. Digital society is a society whose distinctive feature is the electronic-digital method of receiving, storing and distributing information, as well as the electronic-digital mediation of social relations and communicative interaction. One of the ways of such interaction is digital self-presentation, which combines the traditions of this content and innovations caused by the development of new technologies. Conclusion. Self-presentational communication, like the entire communicative component of modern society, including the «human-AI» interface, is carried out in three spatial dimensions: real/offline/Physics, virtual/online/Digital, as well as in their interaction offline online/Phygital. In each dimension, self-presentational communication has its own specifics and could can be considered both as a separate phenomenon and in the process of continuity and development.