THE FAKE PHENOMENON IN DIGITAL CHALLENGES OF CONTEMPORARY CULTURE

This article provides a philosophical analysis of fake as a sociocultural and epistemological phenomenon that shapes the hyperreality of the contemporary information space. The study is based on the concepts of simulacra by Jean Baudrillard and epistemological approaches to the analysis of truth and deception. The author examines the mechanisms of formation, spread and influence of fake, as well as its role in constructing alternative realities, where the line between truth and fiction becomes blurred. Special attention is paid to the phenomenon of digital fake, which is distinguished by the speed of spread, anonymity of sources and the use of emotional manipulation. The concept of fake as a tool of information warfare is considered, in particular in the context of Russian military aggression against Ukraine. The author analyzes the policy of fakes used to manipulate public opinion, create distorted narratives, and form simulated realities. It is shown that the strategy of disinformation is part of a broader social phenomenon that encompasses not only the media space, but also political, economic, and cultural processes. A separate section is devoted to the problem of distinguishing fake news from disinformation. If disinformation is aimed at creating and imposing false facts, then fake news may contain elements of truth, but are transformed in accordance with certain manipulative strategies. This hybrid definition of fake allows for a deeper understanding of its influence on the formation of public beliefs and behavioral models. Based on an analysis of modern research, the author proposes the concept of “epistemology of fake” as an approach to studying the mechanisms of dissemination and functioning of false information. The limitations of the traditional epistemology of testimony in the conditions of digital culture, where the source of information often remains uncertain or deliberately hidden, are highlighted. Criteria for identifying fake news are proposed, including taking into account their social context, communication intention, and methods of emotional impact on the audience. The results of the study demonstrate that the phenomenon of fake news not only threatens human cognitive autonomy, but also creates a new model of social interaction in which simulation replaces reality. The article substantiates the need to develop media literacy and critical thinking as key tools for countering digital fake news. The author concludes that an effective fight against fake news requires an interdisciplinary approach that combines philosophy, cognitive science, sociology, and media studies.