The Evolution of the Public Sphere: Interactivity, the Influence of Digital Media, and the Sociocultural Aspect

Introduction: the current priorities in the development of civil society is the active transformation of communication strategies and cultural foundations under the influence of digitalization processes. Today, the public must realize how to respond to new social phenomena – the removal of information from human memory, artificial intelligence, “designed children,” etc.Objective: the aim of this study is to provide an in-depth analysis of the evolution of the public sphere in terms of interactivity, the influence of digital media, and sociocultural dynamics.Method: The study uses analytical and synthetic methods, comparison, generalization, and abstraction.Results: the article examines the potential of the global network and media resources in the context of their influence on social development, the promotion of social trends, and the actualization of trends. The potential advantages and associated risks of large-scale digitalization of the communicative public space are highlighted. It is found that the modern algorithmic nature of sociocultural processes could potentially lead to the risk of personality transformation and absorption by the digital environment, which would have a destructive impact on social development processes. The article examines the characteristics of contemporary social impact projects. The public is undergoing radical transformations, which may become a prerequisite for a fundamental change in the trajectory of promising sociocultural development. The author substantiates how the integration of digital technologies affects cultural development and democratic processes. The author analyzes models of modern management mechanisms against the backdrop of active European integration processes.Conclusions: it is proven that the current stage of social development is accompanied by a number of problems in the field of communication, which requires high-quality interaction in the social environment based on the synergy of the sociocultural foundation, sustainable national identity, and information and communication technologies.