AXIOLOGICAL DIMENSION OF DIGITAL IDENTITY IN THE CONDITIONS OF TRANSITION FROM NETWORK SOCIETY TO THE ERA OF ALGORITHMIC CONTROL

Abstract

The article carries out a comprehensive socio-philosophical and axiological analysis of the transformation of the digital identity of the individual during the transition from the ideals of a network society to the practices of algorithmic management. The study retrospectively examines the early stages of the formation of the information space, when digital identity was conceptualized through the prism of openness and free communicative action. It is shown that virtual reality was initially perceived as a space of emancipation and equality. However, under the influence of the commercialization of platforms, a fundamental shift in the system of social values has occurred. It is proved that the modern architectonics of the digital world is based on the total collection and monetization of behavioral data within the framework of surveillance capitalism. Algorithms not only record human experience, but also actively intervene in the decision-making process, covertly manipulating the choice and worldview of the individual. This causes an existential alienation of a person from his own virtual "I", which is reduced to a constructed profile beneficial to corporations. The political threats of this phenomenon are emphasized, in particular, the spread of hybrid forms of unfreedom and the destruction of rational discourse. Attention is paid to the ethical dimension: the need to rethink theories of justice and adapt them to the conditions of algorithmic inequality is substantiated. The impact of machine control on the educational space of the Smart Society and the academic environment, where intellectual autonomy is threatened by algorithmic governmentality, is analyzed. It is concluded that an effective countermeasure to digital dictatorship should be a radical renewal of the philosophy of education. The formation of a critically thinking personality capable of protecting one's own autonomy and the transition to a value-oriented epistocracy are the main conditions for preserving human dignity. The restoration of a solid ethical foundation and the establishment of limits to the intervention of algorithms are identified as the key to sustainable innovative development.