The Influence of Digital Transformations on the Processes of Personal Identification in the Conditions of Social Systems Functioning

The article deals with the specifics of person identification processes in the conditions of social systems functioning. The author notes that identification is a social action, the purpose of which is to establish the identity between a person and individual qualities of objects of the social environment. The purpose of identification is the individual's adaptation to the social environment by adopting social norms, rules, principles, cultural patterns as their own and socially necessary. The identification process of a person existing within social systems as their subsystem must be considered in terms of social dynamics. Identification is required for a person to adapt to society successfully and for the system itself to reproduce its functioning norms, rules, and principles. In the context of digital transformation and expansion of the social communication system, we can talk about changes in identification processes and, accordingly, in its results. In particular, global integration processes, made possible by the introduction of technical and technological innovations, provide excellent opportunities for intervention in the identification processes to transform the identification bases of the individual. As a result, identification dominants associated with national history, culture, values, gender identity, and other characteristics positioned as authentic are often replaced, however, directly actualised by so-called identification trends promoted through modern mass media, especially on the Internet.