The article examines the virtual transformation of social consciousness as a process in which the categories of subjectivity, identity, and cultural security are reshaped under the influence of modern information technologies. This process, first and foremost, turns subjectivity from an autonomous internal phenomenon into a condition dependent on external factors that are socially constructed through digital media tools. In this sense, the virtual transformation taking place within social consciousness detaches the subject from its essence and renders it a networked form inclined toward constant algorithmic identification.

virtual transformation, identity, construction, cultural security, virtual space, digital globalization, visuality, digital capitalism, digital subject.

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