The use of social networks as a factor for the formation of a digital culture of society

The article presents an analysis of the use of social networks, their impact on the formation of the digital culture of society. Attempts are made to understand the positive and negative mechanisms of the impact of social networks on public opinion and the formation of personality in a digital society. The phenomenon of digital culture and mass media from the perspective of fundamental sciences is considered. The article presents an overview of the approaches of domestic and foreign specialists who have studied social mass media, and shows the characteristics of a person who is an active consumer of media culture. The article also presents data independently lead author of the survey on google, also to the survey involved students of South Ural state University (NRU), the Ural branch of the Financial University, Chelyabinsk branch of the Ranepa, the College students to identify their views about the qualitative effects of social networks on cultural value orientations of modern digital society. A meaningful model of the digital personality is proposed and the key semantic and value points of the digital personality are identified. Conclusions were drawn about the prospects for the development of social networks as one of the conditions for the formation of a new culture of digital personality, and the author’s understanding of the digital human model was proposed.