Abstract

The article interprets the position of the human being in a new technical space – electronic culture; provides an understanding of its social, psychological and existential risks and possibilities. The author traces versatility in the process of personal adaptation to the new forms of communication, sociality and the life space. The positive impact of electronic mode of culture follows from the expansion of the cognitive horizon, access to information, to various kinds of communication, creativity, self-presentation, recreation, the education choice and flexibility of employment. The negative influence is due to the absorbing the personality by technology, the crisis of traditional cultural values, which are threatened by the rhythm of social life and information noise of modern society. The author interprets these challenges through the problem of self-identification and the phenomenon of Internet addiction. The human issues in the context of electronic culture becomes the subject matter in the various areas of philosophical and scientific research, such as analysis and search forms of human adaptation to digital reality, humanizing the process of digitalization, cognitive ecology of the Internet, the creation of artificial intelligence, the humanitarian expertise of digital technologies.