Abstract
The purpose of this study was to comprehensively investigate the mechanisms of interaction between online communications and identity development processes, analyse the specifics of these processes in various regions of Ukraine, and examine the impact of modern technologies on identity transformation in the digital space. The study was conducted using mixed methods, including an online survey of 2,000 social media users, in-depth interviews with 50 active users, content analysis of 100 Facebook and Instagram accounts, and a netnographic study of 10 Ukrainian online communities. The results revealed that 78% of respondents consider their online identity to be a significant part of their overall identity. It was found that social media algorithms substantially influence the shaping of users’ information environment, with 67% of content in news feeds matching users’ preferences. It was found that virtual communities play a significant role in shaping collective identity, especially among young people aged 18-25. The analysis of regional differences showed that the level of digital inequality affects the specific features of online identity development, with the greatest differences observed between urban and rural users. The study showed the need to develop innovative approaches to digital identity management and increase the level of media literacy in Ukrainian society. The study also revealed a growing trend towards the development of multiple online identities, especially among users aged 18-35. 62% of respondents in this age group reported having different “versions” of themselves for separate social platforms. The analysis of discourse in online communities showed that language practices and the use of specific Internet memes play a major role in the development of group identity. A correlation was found between the intensity of social media use and the level of subjective well-being of users (r = 0.43, p < 0.01). The study also discovered the growing influence of virtual and augmented reality (AR) technologies on self-presentation and identification processes, with 35% of respondents regularly using AR filters to create an online image. The findings have major implications for the development of digital literacy education programmes and social media regulation policies in Ukraine
Keywords
virtual communities; digital inequality; multiple online images; media literacy; algorithmic content generation; digital well-being
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