Digital finance in the light of ideology

The article analyzes the role of digital technologies in the development of a consumer society. The author shows the risks of routinized seamless integration of digital financial services into everyday life. The impact of digital lending on the formation of trends in process consumption is characterized. Shown are various features of the modern social character, consisting in the predominant tolerance of digital technologies, and the role of digital ideology in the formation of these trends. Digital ideology is substantiated as a set of ideas that explain the digital world, its emergence, evolution, the place of man in this world, and its content and impact on the social, socio-institutional, cultural, economic, and public space of interaction for uniting people in the digital movement. This movement is based on the dominance of views on the digital world as a natural stage of human evolution with the inherent social character of a person who desires and receives technological opportunities for the most complete realization of all his or her potentials and is aware of the risks of a digital society, but does not take them into account. The main myth of digital ideology is displayed, which consists in proclaiming the lack of alternatives to digital development. The author characterizes various trends that indicate the existence of alternative digital methods of financial and institutional development.