Abstract

Introduction. Regardless of the perturbations and transformations of the external, a person realizes himself and presents himself to others in the direction of the so-called subjectivity. The topic of subjectivity, including the social identity of the subject, is widely represented in modern academic discourses. However, already in the first decade of the XXI century in the context of social and humanitarian reflections on the subject, the idea of the so-called digital subject was raised. In comparison with its biosociocultural counterpart, the digital subject occupies a specific position, a position between the real world of physical objects and the information space. Therefore, reflections on the social identity of a modern person are brought into the digital space, into those of its variants where the digital subject “dwells” and creates narratives about himself. The definitions of “social identity” and “digital subject” proposed in the article will be taken as basic. The purpose of the article is to identify and analyze the key variants of social identity that are presented today in the Internet. Methods. The study is based on general scientific methods, analysis and synthesis, induction, deduction, abstraction. The analysis of variants of social identity in the Internet was carried out primarily on the basis of content analysis, the method of interpretation and a systematic approach. Scientific novelty of the study. The article presents options for designing social identity in the digital space, e-mail and instant messengers, contextual advertising, social networks; the specifics of designing in each of the named options are analyzed. Results. The exposition of options for designing social identity on digital material opens up a spectrum of different forms of being a subject in the Internet. To the greatest extent, these forms are associated with the communicative nature of a person. Increasingly, the social subject is turning to digital communication options, which include instant messengers, social networks and e-mail. It seems that in the 21st century, when the Internet has its own specific signs, including emoji, the so-called literacy qualification, the ability to communicate via the Internet, is available to anyone. At the same time, the real subject not only leaves its unique imprint on the network; the information he receives from the Internet leaves its mark on his decisions, in a series of diverse elections, from a grocery store to a political leader. Conclusion. In modern academic reflections on the specifics of human existence in the Internet, the idea of a digital subject has taken shape. In the discourses of domestic and foreign researchers, the digital subject is usually represented as a prefabricated construct. It has a connection with the real subject and social groups, but its origin is ideological. According to its purpose, it carries some idea that inclines the real subject to make just such a decision, not another. Hence, digital research acquires epistemological value, more precisely, the search and analysis of options through which a person realizes his identity in the network.