PREREQUISITES FOR THE FORMATION OF «POST-TRUTH» IN GLOBALISED SOCIETIES

In the modern information space, the phenomenon of post-truth poses a systemic threat to the foundations of rational discourse and democratic institutions. The purpose of the study is to conduct a comprehensive analysis and synthesis of the key premises of post-truth to form a holistic conceptual model that will explain its systemic nature. This article is devoted to a comprehensive analysis and synthesis of the key prerequisites for the emergence and spread of this phenomenon, with the aim of moving away from a fragmented understanding of the problem. The study is based on an interdisciplinary approach that combines philosophical, socio-political, economic and cognitive aspects. It is found that post-truth is the result of the interaction of several factors: the philosophical relativisation of truth by postmodernism; technological shifts that have led to the infodemic, echo chambers and filter bubbles in social media; growing economic inequality and declining public trust; and cognitive biases that make people seek information that confirms their existing beliefs. All of these factors interact to create an environment in which emotions and personal opinions are more important than objective facts. The findings underscore the urgent need to develop holistic strategies to counter this phenomenon in order to preserve the foundations of critical thinking in society. Thus, post-truth is not just a lie, but a symptom of a deep systemic crisis. This phenomenon destroys the foundations of rational political and social discourse, undermining the ability of citizens to think critically and make informed decisions, which poses a direct threat to democratic institutions. The aim of the work was not simply to list these prerequisites, but to create a holistic conceptual model that explains their relationship. As a result of the analysis, it was found that the emergence of post-truth is a consequence of the simultaneous influence of technological, philosophical, socio-economic and cognitive shifts. Despite the analysis, the phenomenon of post-truth leaves many questions that require further study. Despite the analysis conducted, the post-truth phenomenon leaves many questions that require further study, which should move from theoretical analysis to the development of effective countermeasures.