DIGITAL CULTURE IN THE CONTEXT OF GLOBALIZATION : CHANGING IDENTITY AND CULTURAL PRACTICES IN UKRAINIAN SOCIETY

Abstract

The article examines digital culture as a key socio-cultural phenomenon shaped by globalization processes. The author (s) emphasize that digital culture is not only the result of the integration of technological innovations into everyday life, but also actively influences the change in models of communication, thinking, identity, and cultural interaction. Particular attention is paid to the analysis of the factors that contributed to the development of digital culture, including technological breakthroughs, mediatization, the information revolution, the COVID-19 pandemic, and generational shifts.
The study emphasizes the dual nature of digital culture as a means of global cultural unification and, at the same time, a challenge to preserve local authenticity. Examples of hybrid identities formed in Ukrainian society through interaction with global digital platforms are given. The author analyzes the impact of global digital corporations on cultural norms of interaction, as well as the importance of social media as a tool for self-expression, creativity, and cultural resistance.
In the context of Ukraine, digital culture is seen as an important element of social transformation, which has been especially intensified in the context of military aggression, information attacks, and social instability. The article shows how Ukrainian society is adapting to global changes while building a national digital identity. The article provides statistics on the use of the Internet, social networks, the state of digital education, the development of creative industries, and the digital economy. The emphasis is placed on the transition of the Ukrainian audience to the consumption of Ukrainianlanguage digital content, which has become a form of cultural resistance and identity restoration.