Specifics of the formation of a person’s sociocultural identity under the influence of mass media and the digital environment

Purpose of the study. Modern social media create a fundamentally new format for identity formation, which requires comprehensive study. The purpose of this work was to theoretically substantiate and empirically study the features of the formation of sociocultural identity of modern youth and to analyze the specifics of the influence of mass media and the digital environment on this process. Methods: collection and analysis of information on this topic, diagnostic survey, questionnaire. The experimental study used the “Methodology for determining sociocultural identity (OSCI)” by O.V. Krupenko, O.V. Frolova, and J. Vinny’s “Civil Identity” method as modified by M.V. Shakurova, methodology “Types of Ethnic Identity” by G. U. Soldatova and S. V. Ryzhova, questionnaire “The Influence of the Media on the Formation of Public Opinion.” Results. The formation of a person’s sociocultural identity is currently carried out in the context of a new sociocultural reality, which is formed under the influence of the constant development of digital technologies and the large-scale information influence of the mass media personality. A special role is given to Internet platforms, instant messengers, systems for searching and transmitting information, which have become firmly established in everyday life and influence the sociocultural identity of the new generation. Digital technologies become the basis for the formation of a new type of culture and communication and indirectly determine the specifics of a person’s selfidentification. The formation of sociocultural identity of young people can be both a process of conscious choice and adaptation to cultural values and norms, and the result of the influence of external circumstances and the spontaneous influence of the sociocultural environment. Young people form their sociocultural identity under the influence of various factors, but the most significant for them are Internet resources, social networks, and the media. In the process of empirical research, it was revealed that currently the influence of the media on the formation of personal identity is extremely great, since modern society is increasingly dependent on the media, which determine values, beliefs and ideas about the world, contribute to the creation of social images and stereotypes that largely determine how people see, evaluate and represent myself and others. Conclusion. Currently, the process of personal self-identification is changing significantly. A significant role in this is played by mass culture, the development of new forms of communication and changes in cultural practices, including practices of remote and virtual communication and interaction. Mass culture, media and digital culture have a diverse impact on the self-identification of modern youth. Modern mass media and the digital environment allow young people to receive information about themselves and the world around them much faster than before and to the fullest extent possible. Social media, blogs, video sharing and other platforms allow youth to create and promote their image, share their ideas and beliefs, and build their own online identity. However, negative consequences of the influence of these factors are also possible, for example, the formation of negative stereotypes, the creation of distorted or false forms for identification.