Research of social identity in the context of digital sociology: theoretical and methodological aspect

The article discusses methodological aspects of social identity research in the context of virtual social networks on the Internet. Various methodological approaches in the context of digital sociology are studied, such as content analysis, network analysis, and digital footprint analysis. The article discusses the main methods of data analysis used to extract information about social identity from content created and distributed by users on the network. The advantages and limitations of each method are also discussed in detail, and their contribution to understanding the dynamics of social interactions in the online environment is determined. The research is aimed at expanding the theoretical and methodological arsenal of researchers in the field of social identity, providing a deeper look at the relationship between digital technologies and personality formation in the modern information society.