Urban identity in the era of digitalization and post-labor

The present study provides the characteristics of digital technologies in the system of mass communications, in the structure of the formation of social identity. There is given an assessment of the consequences of downplaying the role of labor and professional activity for a society. The author analyzes the causes and consequences of the phenomenon of a virtual, interactive identity. There is substantiated the significance of local urban identity in the context of digitalization. The purpose of the study is to determine the place and role of a local identity in the social space of a modern city for sustainable socialization and adaptation of an individual, to characterize the possibilities of the urban continuum for preserving cultural continuity, the development of personal and group identity in the context of digitalization. Tasks: 1) to describe the social consequences of the development of digital technologies in the postinformation period; 2) to present the prospects of downplaying the role of labor in the system of socially significant values; 3) to justify the importance of identity and the change of its forms in a modern society; 4) to show the possibilities of a modern city as a communication system for ensuring local and global identity.