DIGITAL SUBCULTURES AS A NEW SOCIAL PHENOMENON

The modern information society is characterized by the rapid development of digital technologies, which have fundamentally transformed social interactions and cultural practices. One of the most striking manifestations of these changes is the emergence and proliferation of digital subcultures—communities formed in online spaces based on shared interests, values, and symbols. These groups, predominantly uniting youth from Generation Z and the Alpha generation, have become not only a platform for self-expression but also a factor influencing everyday norms, identity, and communication. The purpose of this article is to explore the evolution of digital subcultures, the factors shaping their formation, and their impact on society, drawing on theoretical frameworks and empirical data. Digital subcultures unveil a world where boundaries between the local and the global, the individual and the collective, vanish in real time. Technology acts not merely as a tool but as a co-creator of new social realities, shaping the future right now