CHARACTERISTICS OF VIRTUAL IDENTITY IN THE CONTEXT OF DOMINANT SOCIAL NETWORKS

Abstract

In the modern conditions of the networked global Internet community, virtual identity is becoming more and more a dominant individual characteristic. The paper firstly focuses on the study of virtual identity in the context of global Internet trends, promoted on
social networks. The current state of the networked society is reflected in the perfidious imposition of behavior and lifestyle (by opinion leaders, influencers...), and the challenges of the digitalized society and significant identity transformations are described. Then, the trends that direct the way of using social networks are shown and described. Based on the identified and analyzed trends, the characteristics of the virtual identity, which were shaped by the strategies of trendy culture, were singled out.
Given that networking processes are increasingly under the influence of consumer culture, the authors focus in the second part of the paper on the analysis of virtual identity within consumer principles, creating a thread that connects trade and consumer culture.
Analyzing specific trends identified narcissistic characteristics and monotonous behavior resulting from stereotyped identities. In the context of the consumer trend promoted on social networks, spiritually impoverished personality characteristics are crystallized, which suppress moral and original values, by reviving a materialistic view that can be defined as utopian. The authors write a review in the context of the thematic issues of the work and the factors that influence the identity crisis, as well as the passivization of traditional cultural identities.