The role of social networks in shaping the identity and self-realisation of young people

The use of social media is one of the defining features of the modern world. This article aims to explore the role of social media in shaping youth identity and identify their potential as a tool for self-realisation (specifically using Ukraine as a case study). This mixed-method study combined interviews and a literature review. The target sample consisted of students (80 individuals) and experts in social interaction (45 individuals). The collected data were analysed using content analysis, comparison, and synthesis methods. The results indicate that both young respondents and experts equally recognise the importance of social media for self-presentation, finding like-minded individuals, and developing self-esteem. The key tags associated with social media are communication, interaction, texts, content, art, self-realisation, and socialisation. The main risks identified include bullying, developing a need for positive evaluation from others, "digital burnout," and an overemphasis on entertainment content. Countermeasures to such phenomena consist of conducting academic coaching to form identity and a correct vision of young people's prospects for self-realisation, as well as developing students' communicative competencies, stress resistance, and the ability to interact correctly with digital content and set priorities. In the conclusions, it is further emphasised that disseminating Ukrainian content (even entertainment-focused) through social media highlights new trends significantly more favourable to Ukrainian identity.