Digital footprint in network society: a theoretical analysis

The article provides a theoretical analysis of the phenomenon of the digital footprint in a network society. The aim of the study is to identify the social mechanisms of digital footprint formation and the risks associated with it in the contemporary communication environment. The paper substantiates the limitations of linear communication models for analyzing digital reality and demonstrates the relevance of nonlinear network structures. The methodological framework includes the concepts of rhizome by G. Deleuze and F. Guattari, the risk society by U. Beck, as well as the ideas of M. McLuhan and M. Foucault. It is shown that the digital footprint functions both as a form of network freedom and as a source of new social vulnerabilities. The practical significance of the study lies in its potential application to the development of digital literacy and digital hygiene practices.