Conflict of Moral Values in the Age of Big Data: a Hermeneutic Approach

The subject of this study is the ethical problem of moral conflict in the modern world, in which traditional moral values clash with the values of the information society, caused by the hypertrophied development of Internet technologies and media space. The main problem of the study is an attempt to understand the conflict of moral values in the era of Big Data through the prism of philosophical analysis by applying the hermeneutic method and its ethical solution. The idea that traditional moral values cannot be assimilated in information flows, but must be transformed and developed taking into account the realities of modern digital society, is central to the study. The research methodology includes theoretical methods, such as ethical and philosophical analysis of the problem, the hermeneutic method, which allow to go beyond the description of the functionality of the latest technologies, and understand what impact they have on the transformation of moral values in modern society. The scientific novelty of the study lies in the fact that the article reveals new aspects of using the hermeneutic approach to the analysis and interpretation of the conflict of moral values of interaction between humans and digital technologies in modern society. The results of the study show that moral values and ethical norms must adapt to the modern realities of the information society in order to preserve human identity. The hermeneutic approach made it possible to consider the problem from the point of view of a person's personal growth, preserving their own identity and searching for truth in a world overflowing with information.