THE IMPACT OF DIGITALIZATION ON VALUE ORIENTATIONS CHANGES IN THE MODERN DIGITAL SOCIETY

Abstract

Relevance of the research topic. The relevance of this study is that the flip side of technological innovations and their implications in the digital society is of great importance because digitalization has flooded the world, and life, both social and individual, is determined by algorithms, bits, big data that help transform the physical world into the information world. The rapid changes that are taking place in our society are related to digital technologies that, on the one hand, are aimed at economic well-being and existance, and, on the other, from transforming human consciousness into its mechanical or electronic equivalent, related to machine development of consciousness, nullifies technological progress, which is not put at the service of man. The purpose of the study is to conceptualize the impact of digitalisation on changes in value orientations in today's digital society and to analyze the downside of technological innovation; analysis of the consequences in the digital society related to the formation of the digital society, the digital person, the digital culture and their impact on the person, his consciousness, worldview, culture, identity. The objectives of the study are: 1) to discover a model of thinking for the digital society and the Fourth Industrial Revolution 4.0; 2) to identify the conditions for the formation of digital society, digital culture in the context of theoretical and methodological foundations and substantiate the application of methods-axiological, synergistic, necessary for deep insight into the essence of these phenomena; 3) to identify digital innovations-from biotechnology to artificial intelligence, which are redefining what it means to "be human" in the digital age and what are its value orientations. The result of the study. The model of thinking, which underlies certain digital orientations for the formation of the Fourth Industrial Revolution, is revealed. The conditions of formation of digital society, digital person, digital culture that influence changes in human orientations are revealed. The used methodology is justified-a set of methods of axiological, synergistic, cultural, necessary for deep penetration into the essence of these phenomena. Revolutionary innovations (from biotechnology to artificial intelligence) have been identified, which are redefining what it means to be human in the digital age. The practical value of the study is that the concept of digital society has transformed the way values are created and has completely changed the world, people's perceptions of themselves, their relationship to one another, and human interaction with the natural world.