PREVENTION OF STIGMATIZATION IN SOCIETY AS A MEANS OF OVERCOMING HUMAN ESTRANGEMENT IN THE TIME OF COVID-19

The article examines stigma prevention as a key factor in overcoming social and psychological alienation in contemporary society. The aim of the study is a philosophical-anthropological and socio-humanitarian analysis of the phenomenon of stigmatization as a form of social alienation, as well as the definition of theoretical and practical approaches to its prevention in the context of the formation of an inclusive society. Within the framework of this study, the evolution of the category of “alienation” is analyzed, first of all, from the classical concepts of Hegel and Marx, which associated it with the gap between a person and his essence, to modern interpretations that give it a hermeneutic, phenomenological and ethical- existential dimension. The author demonstrates that stigma is a multidimensional phenomenon encompassing cultural, social, psychological, and digital aspects of interaction, and that its manifestations extend beyond specific groups, affecting societal solidarity and humanistic values. Special attention is given to the ethical dimension of relations with the “Other,” emphasizing the need for a proactive creation of inclusive conditions where respect, empathy, and critical thinking form the foundation of social integration. The study highlights an interdisciplinary approach combining philosophical concepts of alienation and “otherness,” psychological support practices for marginalized groups, educational programs fostering a culture of dialogue, and media strategies aimed at deconstructing stereotypes and promoting digital safety. The author argues that education and communication culture are key mechanisms for preventing stigma, as they not only reduce prejudice but also cultivate ethical consciousness, responsibility, and the capacity for equitable interaction. The article also emphasizes the practical significance of the research: implementing pedagogy of responsibility, psychoeducational programs, public memory spaces, and media campaigns can foster social practices that prevent marginalization, restore human dignity, and promote the development of an inclusive, solidaristic, and humane society. Thus, stigma prevention is presented as a long-term, systemic process integrating ethical, social, and cultural tools, and as a fundamental imperative of contemporary humanitarian policy.