 : ,        
 


 ,    ,   , , ,      .             , ,  ,   ,     .

   ,        :            .   ,     - ,  ,      ,        XX ,     XXI .





 

 : ,        










    XXI 



 XXI       ,       .  ,  ,  ,              , ,    .           ,     ,           .      ,      ,     ,      ,       -  [1].

       ,  ,    . , ,   ,      .         ,      .    ,     ,     ,            -  [2].

    ,          .  ,  ,           ,    .         , ,            .                       ,         .

             .        ,         ,               .           ,        ,     [3].



   

         . -,        ,     .  ,  ,           ,      .         ,       [4].

-,        .   ,  -10/11,        ,     ,      [5].    -                   .

-,              .   ,             ,  ,    .              [6].



     

   ,       ,          . -        ,   ,         .    ,      ,         ,      [7].

             ,       ,        .        ,       .



      

      ,    ,    .             ,   ,       .        ,             [8].  ,     ,     , ,    ,      .

    ,        .         :  , ,    . , ,             .             ,            .

    ,       ,       - .   ,          ,   ,     .          ,    ,         [9].         ,        .



      

            .    ,  ,    .   ,      ,  ,      ,      .          ,    ,       ,       ,   .

     ,         ,  ,    .        ,              .         ,      ,          .

 ,         .       ,        .       ,          .         .



,    

              .

        .

-,               .

-,     ,      .

-,     ,         .

-,    ,      ,    .



            .          .           .         .          .      ,  ,      .           .  ,        ,          ,     XXI .





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[8] Castells M. The Rise of the Network Society. Oxford: Blackwell, 2010.

[9] Russell S., Norvig P. Artificial Intelligence: A Modern Approach. 4th ed. Pearson, 2021.




 I.    





 1.       





1.1.     




 ,    XIXXX ,       ,          ,       .            ,          ,     .         ,         ,        ,             [1].

                .          ,          ,              .         ,    ,        .

       ,   ,          .  , , ,          ,       ,    [2].     ,    ,         ,        .

,   ,      .  ,  ,  ,          ,           [3].           ,          .          ,        .

 ,         ,          .               .  ,    ,          ,            [4].            ,    .

      ,         ,     .        ,     ,  -10/11, -       [5].    ,    ,    ,  ,    ,     - ,         .

       .   ,                     .           ,   ,  ,     [6].       ,    ,       .

        ,   .     ,   ,        ,     .           ,                [7].

 ,          ,         ,     XXI .         ,    ,       ,   .           ,            .

      XX   ,       ,  ,     .       ,   ,    .               ,      ,     XX  [8].                 , ,   .

            . ,      ,  ,        ,        . ,   ,      ,      ,    .     ,     ,              ,      XX  [9].

     .          .                  . ,     ,    ,       .    ,    ,     [10].

            ,       ,       .           ,        .    ,       ,     - ,        ,     -10/11 [11].

        . ,          ,       .  ,  , ,   ,        ,        .       ,       ,  ,            [12].

          .          ,   ,   .            ,       .         ,       .    ,        ,    ,    ,      [13].

    ,         ,  ,       .             ,        .  ,             ,             [14].

        ,     .  ,         ,           ,     ,     .           ,      ,      ,        .

 ,           ,           .      ,          .  1.1                ,      1.2.





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[14] Han B.-C. Psychopolitics: Neoliberalism and New Technologies of Power. London: Verso, 2017.




1.2.     




            ,              ,     - .              ,          ,    .  ,         ,    ,   ,         .

     ,       ,    .  ,           , , ,     .           ,             [1].       ,    ,    .

         . ,   ,    ,  ,          .        ,        ,      , ,      [2].        ,       ,   .

, ,         ,      .            ,      .           ,     ,   ,       ,      [3].    ,      ,   ,        .

         .  ,   , ,       ,       .      ,         .   ,         ,       [4].

            .    ,   ,   ,   ,   -       . -10/11      - ,             [5].   ,         ,      .

             .  ,  ,  ,    .  ,          ,        .   ,       ,     ,       ,     ,      [6].

            .      ,   ,   ,   ,     .     ,         .    ,          ,          [7].

          ,    .  ,    ,    ,    ,         .          ,      .             ,         [8].

 ,                    .           ,          .          ,       -   ,  .

     ,         ,      .                 ,  .    ,        ,       ,       .          ,      [9].

         ,            ,         .         ,         .   ,         ,      [10].

    ,                 .      ,        .          ,    .     ,       ,   ,         [11].

             .  ,  ,       XXI       ,    .        ,              .        ,        [12].

 ,              . ,      ,      .    ,                 .                     [13].

            ,       .     ,   ,     .  ,      ,   ,   ,         ,    ,   ,         [14].

       :                .      ,     -       ,    .        ,        ,   .

 1.2        .               ,   XX ,      1.3.                       .





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[14] Han B.-C. Psychopolitics: Neoliberalism and New Technologies of Power. London: Verso, 2017.




1.3.     XX 




XX             .           :   ,   ,   ,          .       ,      ,      ,    .           ,        [1].

       -      .        ,       ,        .     ,   ,            .        ,   ,        ,  ,     [2].

        XX ,    . , ,            ,   .             ,            .    ,         ,   ,  ,   [3].

           .        ,      .  ,   , , ,    , ,      .      ,    ,      ,         -  [4].

    XX         . ,  ,                .         .  ,  ,           ,      ,     [5].

 -              XX .  ,  , ,     ,       ,    , ,    , ,  .                  ,         [6].

 ,     XX         ,        .   ,       ,     .        ,          ,     ,         .

    ,  XX          ,       .              .       ,          .

    ,      ,   XX          .    ,      ,            . ,   ,             .         ,            [7].

      ,       ,      .    ,  ,              .                .                  .

       ,      .   XX                  .    ,     ,        .  ,   ,           ,         [8].

    ,     XX          .      ,     ,           ,    .      ,         .         .

            ,      .   ,  ,       ,       . -10/11,      ,          ,            [9].

 ,     XX      ,         .         ,            .          ,  ,              .

 1.3    :     XX        ,            .        ,           ,      1.4.





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1.4.     




   ,           XX      :          ,          .          ;      ,          .

 ,            ,    . ,             .  ,          ,       ,    ,      .         ,       ,   ,       [1].

, ,       ,   ,     .          ,    ,      . ,         ,   .  ,        ,         ,        [2].

    ,              ,     . ,          ,  ,  ,           ,      .        ,        .

             .             .       ,       .        :   ,   ,     .          ,   ,            [3].

      ,      ,    .             , ,  ,        .          ,       .             [4].

              . -10/11           ,            .   ,  ,            .          - ,        [5].

 ,            .  ,     ,      .  ,                ,    .      ,      .

        .        ;        .          ,              .          ,   ,        .

      ,      ,          .         ,  -        , -,   .      ,              .

 ,      ,    ,   ,   ,         .         ,         .  , ,        ,      .      ,       ,       .

       ,    .         ,   ,   .    ,     - ,     .           ,       ,   - ,    .

        ,      .   ,                .  ,        ,   ,    .      ,   ,  ,         .

    ,          ,     .  ,    ,       ,    .          -    ,    ,  ,      .

   1        .  ,           XX         ,     .           ,  ,    .

   1        .     , ,   ,      .              ,      2,       .





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[10]  ..  . -     . ., 2025.  252 .




 2.    





2.1.   




                ,        .          .        ,         ,             .

       , ,    ,   ,            ,    .               ,      ,      .

      ,       ,           .  ,  , , ,  ,            ,      .         ,   ,             ,       [1].

     ,           ,       ,      .         ,      .    XX                ,      [2].              ,      .

      ,    ,        .    ,    ,              ,       .     ,     ,          .

 ,          ,        .                 .      ,           ,     .          ,    ,          .

 -             XXI    .     ,  ,              . -10/11              ,            ,    [3].         .

         .    ,    ,      ,         .     ,           .     ,       ,      ,   .

 ,             .            ,   ,         .

    ,        ,      ,       .         ,       .

 ,        .      ,   ,           .              ,   .  , ,     ,   ,    ,      .        ,     .

         ,    .     ,   ,      .  ,    ,  ,      ,    .                 ,   ,      [4].

             .   ,  ,        ,   ,    .             ,  ,     ,  ,             .

                 .       ,         ,        .             ,         ,      .          ,            ,     [5].

         .     ,           ,    .         ,     .       ,   ,    .       ,        ,        .

          . -,           :      ,     . -,    ,   ,      . -,    ,   ,    . -,       ,     ,            [6].

 -       -   ,       .  ,  ,        ,       . -10/11,    ,       ,       [7].             .

 ,            ,      ,   ,   .                  .  2.1         .               ,     2.2.





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2.2.     




                   .          ,       ,         .      ,     .          .

           , ,   ,     .    ,     .  ,      ,      ,    ,     .    :  , ,      ,    ,     .

  ,       ,    . ,        ,         .        ,              .  ,        ,     ,       ,    ,   .

     . ,   ,  ,             .            ,     .      ߻     ,          .

             ,        .     ,     ,    .     ,       ,        ,        .

 -       .        ,      , , ,                 .    ,       - ,      . -10/11    ,           [1].

          ,    .           ,      ,      ,    ,     .          ,       .

          .           ,       .    ,    ,         .       ,     ,          .        .

                 .          ,      ,          .         ,     ,   ,        .

       ,    ,          .        ,          .           ,             ,   .

              ,   , ,   ,      .     ,    ,     .         ,         .         ,       [2].

,   ,        .  , ,  ,     ,     .      :    ,        ,    .  ,           ,           .

        .        ,       .       ,      . ,   ,      ,   ,    .              ,    ,     [3].

 -          .           ,   ,    .     ,     ,   .  -    -   ,      ,        [4].

-10/11,       ,     ,        .       ,           .                      [5].

       .          .       ,    ,    .       ;         ,    .   , ,    ,          .

        ,   ,          .     ,    ,                       .

 2.2            ,       ,      2.3.





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2.3.   




                    .               ,          .         ,            .

         ,   ,      ,        .     ,     ,        - .      ,     ,   ,    .

       ,        .  ,  ,  , ,          ,    ,     .         .             .

          .      ,         ,          .  ,           ,       - .          .

                ,     . ,    ,     ,  ,     .               ,    . -10/11,      ,      ,       [1].

           . , , ,            .      ,   - ,         .  ,       ,         .

 ,         .     ,  ,     .     ,              .  ,   ,           ,      .

              .     ,     .            ,     - .

     ,           ,    .              .   ,             .

    ,      .            ,    ,         ,       .              ,   ,          .

        .       , , ,   ,       .        ,           .      ,      .         ,      ,           [2].

   - ,           .     ,  ,      ,      .        ;        ,      ,        .         ,       .

         .              .      ,              .            ,  ,         .        ,          [3].

          .         ;    ,     .    ,         ,       .  ,   ,     ,      ,      ,          [4].

           .     ,            ,        .        ,  ,          .       ,    ,          [5].

            .      ,              .      :   ,  ,    ,     .     ,     ,      - , ,      .

-10/11,      ,      ,     ,          .                   [6].          .

 ,          ,       .      ,       .                        .





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2.4.    




     ,                        .                 ,         ,   ,     ,   ,    .

            ,   ,  ,   ,    .            ;      ,    ,            .

    ,     ,  ,       , , ,    .      ,    .           ,     ,           .     ,            .

          .     ,     ,    .      ,     .        ,       .     ,     ,     .

              .  ,              .     ,        .        ,         .

         .        ,    . , ,    ,        ,       .              ,      ,      [1].

 -         -    .     ,                ,      . -10/11        ,          ,         [2].

 ,         .            .     :   ,       , , ,     .       ,    .

         .    ,     ,                .             ,     ,     .

  ,         ,         .        ;      ,        .       ,  ,   ,     ,      .

      .   ,    ,          ,          .      ,           .   , ,             ,              .

       .      ,   ,      .    :        ,    .       ,     .               .

      ,      .       ,        .          ,      .         ,   ,        .

           .      ,        .       ;       ,   .        ,           ,     .

     .      ,     ,       .       ,   ,  ,        .             ,       .

          .  ,       ,         .       ,     ,      .            .

                  .   ,     ,   ,                 .      ,   ,      .

              .    ,                 .    ,       ,           .





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 3.   





3.1.    - 




                ,     .           ,      ,       -  , ,  ,   .                 .

        ,   ,   .     ,      ,      .       : -     ,      ,     ,       .

 -         .      ,    ,  ,  , , ,  ,     .        ;    ,      ,      ,        [1].

    ,  -    ,     .  , ,    ,      .  ,        ,      .        ,           ,   .

  -      .     ,    , -    ,  , ,     .      ,           .        -        .

       - ,    .  -     , ,    ,   .     ,      ,     .           ,            .

 ,   -     ,       ,         .       ,      ,      .     ,        ,    ,      .

           - .         .   -  ,       . ,             ,    .      ,    .

        ,   ,   ,  ,   ,  ,      .          ,      ,          [2].

 ,  -  :    ,   ,  ,     ,   .              .

      ,      - ,    ,       .      ,     ,          .               .

       , , ,        . ,            ;       ,  ,   ,   .      ,        - ,      .

     ,    ,   ,     .       ,      .              .       ,      .

    - ,  , ,      .  -      ,        .       ,     ,       .        ,         .

          - .  ,      ,   -  ,     .       ;     - ,   ,     ,      .

         - .           .      :   ,     ,       ,      .     ,      ,  ,    ,      .

-         ,        .        , , ,      .         .   ,      ,        ,      -       .

        ,    ,      -   .      ,    - ,    .   ,       ,         .

    .  ,           . Ÿ     - ,   ,     .       ,     .

 ,       .     ,     -     .        ,     .         ,        .

,  ,  -    ,    ,    ,       .                     ,   .





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3.2.  ,   




    -         .         ,   .      ;     ,      ,          ,   .

    -    ,    ,     ,   .              .      ,  ,           .         ,         .

         . ,   ,    ,      - ,      ,    .          ,     .       ,        ,       .

            .   ,         ,     .            .          ,            .

       .         ,      .             .        ,  ,       .    :            ,         .

    -     .           .    ,    ,   :  ,   ,     .           ,          .

 -        .     ,       ,        .          ,       . ,       ,        .

            .         ,    .         ,       - .        ,         ,       .

            .    ,    ,    ,       .      ,          ,       ,       .

 ,    ,         -     .        ,        ,      .

  ,     ,  -     .     ,       .      ,     .    ,           ,    ,       .

     ,     ,     .      ,  ,   .          ,   .     ,        .        ,          .

        . -       ,      .        ,     .               ,     .     ,      ,      .

         .            .  ,       ,       .      ,      ,          .

          .        ,     .          ,   ,   ,     ,          .     ;        .

 ,       .    ,       .          ,      .            .

                   .              :  ,      .                   .

        .   -           .       :   ,   ,   .     ,               .

   ,        .   ,      ,       .            ,      - .

,  ,             ,        .                .       ,    ,           .





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3.3. ,    




        . -      ;     ,        .           ,               .

         ,      .       :      ,    ,   .      ;      ,       ,      .

         .     -      ,     ,   ,    .       ;  ,    .     ,         .

     ,     . ,     ,   ,          .         ,      .           ,     .

         .      ,      .        ,    .      ,     ,      .      - .

,        ,    .        ,     , ,        .     ,       ,    ,    .

       ,     ,      .             ,     .            ,         ,    [1].

      .      ,       .       ,        .          ,       .

             ,  ,  .       ,       .            , ,  ,      .

         .       ,         .              .       ,     ,    ,     .

      ,      .   ,     ,      .             ,      .

 , -     ,   ,       .                ,      .



 ,     ,           .     ,        .         ,     ,   ,   .         ,         .

          , , ,   .             .       ,         ,           .

    .       ,  ,       .           ;         .     ,            .

     ,         .        ,       ,      .          ,      .

       .          ,       .     ,   ,     .        ,           .

       .   ,    ,    .        ,                ,     .        ,      .

     ,         .        :    ,       .      ,     .

   ,              .           ,      ,       .          ,      .

           .               . ,             ,       .

         ,       .      ,                .      ,             .

         ,     . ,    ,        .            .

,  ,  ,       - .        ,     ,          .                      .





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[9]  ..  . -     . ., 2025.  252 .




3.4.   




         ,       ,     ,    - ,     ,         .         ,    ,  ,   , ,  .

          .           ,    ,    [1].            ,  .             ,    .

        , ,    ,          , ,   .       ;       , ,    .

          ,    . ,     ,   ,   . ,  ,            .  ,       ,     .

 ,          .         ,     .   ,         ,  ,          ,       [2].

             .          , ,     .        .               ,    .

 ,  ,    .  ,       3.3,       ,       .        ,        .         .

     ,            .  , ,             ,      .  -       ,        [3].

       ,    . ,        ,       .            ,  ,      .

           .          , ,  .       ,   ,     .          ,           .

       ,              .              .  ,          .

      ,    :   ,  ,   ,   .          ,           ,       .

         - .      ,     ,  ,        .               .





[1] Freud S. Introductory Lectures on Psycho-Analysis. New York: W. W. Norton & Company, 1966.

[2] Jung C. G. The Archetypes and the Collective Unconscious. Princeton: Princeton University Press, 1981.

[3]  .   /   . .: , 1997. 1056 .

[4] Durkheim . The Elementary Forms of Religious Life. London: Allen & Unwin, 1915.

[5] Elias N. The Civilizing Process. Oxford: Blackwell, 2000.

[6] -10:    (10- ):     :      . - .: , 1994. 304 .

[7] -11.  06.        .  . .: ӻ,  . 2021. 432.

[8]  ..  . -     . ., 2025.  252 .




 II.    





 4.    





4.1.  




       ,        ,    - .     ,         ,   ,        ,                .

     .                .           ,     ,          .             [1].

           - ,  ,           .              .       ,   , ,      ,   .

      .         .        ,     ,      ,     .       ,      .

 -    ,       ,   :   ,  ,      .       ,      ,    . -10/11,  -     ,      ,    [2].

       ,     .                .      ,   ,    .             .

 ,            .      ,   -           .     ,    .  , -           .

        .  ,          ,   ,        .   -,         ,     .         ,       [3].

      -         .   ,   .  ,           ,    .       ,    , ,    .

          .           ,           .             ,            .

                  .     ,       ,    ,        .

    ,      .          . ,       ,   ,  ,         .

   ,        .               ,  ,  .             ,      .  ,          ,    .

     ,            .      ,      .   ,     ,        .                 [4].

      .    ,    .         ,     .      ,    .      ,       .

 ,        .      ;      ,     .        ,     XX  [5].

        .         ,         .     ,     .      ,       ,      ,      .

      .    ,          .      ,  ,         .          ,    ,    [6].

,            ,   -10/11,       .      ,     .                .

          ,       4.2.        ,         .           ,     .

 ,          ,         ,    ,   .            ,         .





[1]  .   /   . .: , 1997. 1056 .

[2] -10:    (10- ):     :      . - .: , 1994. 304 .

[3] -11.  06.        .  . .: ӻ,  . 2021. 432.

[4] Freud S. Group Psychology and the Analysis of the Ego. London: Hogarth Press, 1922.

[5] Durkheim . The Elementary Forms of Religious Life. New York: Free Press, 1995.

[6] Le Bon G. The Crowd: A Study of the Popular Mind. London: Ernest Benn, 1952.

[7] Parsons T. The Social System. New York: Free Press, 1951.

[8] Castells M. The Rise of the Network Society. Oxford: Blackwell, 2010.

[9] Arendt H. The Human Condition. Chicago: University of Chicago Press, 1958.

[10]  ..  . -     . ., 2025.  252 .




4.2.  




          ,         ,         .     ,       ,       ,   , , ,      .

             ,        - .              ,     ,    [1].       :       ,   ,    .

         :  ?      ;     ,    .            .       ,      ,      ,        .

          ,   ,     .       ,       ,         .        ,         ,       [2].

         .  , ,           ,      .         :    ,     ,          .        ,   -10/11,       [3].

           .      ,     .        ,       .                  .

         . ,            , ,   ,    ,          .           ,       .        ,    ,        [4].

            - .      ,   ,      ,    .        ,              .

 ,           ,       . Ÿ          ,          .     ,       ,     .





[1] Durkheim . The Division of Labor in Society. New York, 1997.

[2] Halbwachs M. On Collective Memory. Chicago, 1992.

[3] -10:    (10- ):     :      . - .: , 1994. 304 .

[4] -11.  06.        .  . .: ӻ,  . 2021. 432.

[5] Erikson E. Identity and the Life Cycle. New York, 1980.

[6] Assmann J. Cultural Memory and Early Civilization. Cambridge, 2011.

[7] Castells M. Communication Power. Oxford, 2013.

[8] Arendt H. Between Past and Future. New York, 1968.

[9] Jung C. G. The Archetypes and the Collective Unconscious. London, 1981.

[10]  ..  . -     . ., 2025.  252 .




4.3.    




                 .           ,          ,           ,   ,     .

     ,     .      ,   ,  ,    ,         .        ,       [1].

               .       ( )    (   ).       ,       .      ,        .

      ,    ,      ,    .   ,   ,      .      ,                   [2].

         .         ,             .  , ,       ,  ,        .

     .    ,               .              ,     .        ,   -10/11,     ,     [3].

     .   ,         ,   ,      .            ,   ,     .    ,           [4].

           - .               ,     .          . Ÿ      ,   ,      ,        .

       . ,    ,      .            ,       .              ,        .

 ,         ,  , ,   .         ,           .                  .





[1] Ricoeur P. Time and Narrative. Chicago, 1984.

[2] Bruner J. Acts of Meaning. Cambridge, 1990.

[3] -10:    (10- ):     :      . - .: , 1994. 304 .

[4] -11.  06.        .  . .: ӻ,  . 2021. 432.

[5] White H. The Content of the Form. Baltimore, 1987.

[6] Jung C. G. The Structure and Dynamics of the Psyche. London, 1980.

[7] Barthes R. Image, Music, Text. New York, 1977.

[8] Lyotard J.-F. The Postmodern Condition. Manchester, 1984.

[9] Castells M. Networks of Outrage and Hope. Cambridge, 2012.

[10]  ..  . -     . ., 2025.  252 .




4.4.      




                 ,     ,       .           ,   ,               - ,   ,       [1].

            ,    [1].  ,     ,    ,  ,        ,     ,          ,    [2].     ,      :      ,     ,   ,     .

       .         ;        , , , ,   .      -      .  ,     ,         ,           [3].        ,           .

       ,          . -,   :       . -,  -:      ,    ,  ,        . -,  :        ,   ,        . -,  :                ,        .

             :     ( ,  ,  )      .        ,         .       ,        ( )    (   ).

   ,          .               .       ,  :    , ,  ,   , , , ,       ,     .  ,            .

             .  ,      , ,             ,       [4].     ,               .           ,           .

       .      ,          ,     ,   ,       .         ,     .           ,             .     :      -10/11   ,               [5].        :      ,         ,      .

      .         ,  ,    .           ,  ,  ,      [6].  ,        ,      ,     .    ,         ,    .       :         ,            .

             .         ,      ,   ,        ,             ,   ,       .          :     ,       ,              .

 ,          ,       .      ,   ,         .               ,       , ,      .                 ,      ,        ,     .





[1] Dawkins R. The Selfish Gene. Oxford, 1976.

[2] Dennett D. Darwins Dangerous Idea: Evolution and the Meanings of Life. New York, 1995.

[3] Kahneman D. Thinking, Fast and Slow. New York, 2011.

[4] Le Bon G. The Crowd: A Study of the Popular Mind. London, 1896.

[5] -10:    (10- ):     :      . - .: , 1994. 304 .

[6] -11.  06.        .  . .: ӻ,  . 2021. 432.

[7] Zuboff S. The Age of Surveillance Capitalism. New York, 2019.

[8] Castells M. Communication Power. Oxford, 2013.

[9] Boyd D. Its Complicated: The Social Lives of Networked Teens. New Haven, 2014.

[10]  ..  . -     . ., 2025.  252 .




4.5.     




               ,          ,            ,    .           ,        ,    ,       ,   ,  ,     -   [1].             :             .

   ,    ,    :        ,    ,    ,   .            , , ,  ,  ,            ,   ,         .  ,   ,      ,              [2].       ,     .

     .         ,      ,   ,    [3].        ,     ,   ,         .      :           .          ,      ,         ,        .

        .        ,     : , , ,  ,  ,     .                ,      , ,     [4].     ,        ,        .            :       ,  ,    .

 ,          ,   ,    .   ,     ,  ,     ,      [3].        ,     :      ,    ,     .  ,     ,        ,        .         - ,           [5].

     .               .       ,          .    ,   ,      .    ,    ,    :    ,    ,   ,      [2].     ,         :       ,     ,   .

        .      ,    :  ,  ,    ,    .        ,       , ,     .        ,         .               .        ,    ,        , , ,      ,        [6].

     -10/11     ,    :          ,       .    -10/11     : , , , .           ,  ,       ,        [7].               ,           ,        ,     .

        .        ,       [1].      :       .        ,           :    ,   .     : ,     ,       ,  ,          [4].           :         ,        .

     ,         ,         .     : ,    ,      ,     .       ,        ,     .       ,         ,        .

,          .  ,      ,   ,        ,           .       ,      ,     :        ,      ,               [2]. ,                .

 ,       ,      ,  ,  ,          .               ,     .                    ,        - .





[1] Wiener N. Cybernetics: Or Control and Communication in the Animal and the Machine. Cambridge, 1948.

[2] Gillespie T. Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media. New Haven, 2018.

[3] Kahneman D. Thinking, Fast and Slow. New York, 2011.

[4] Zuboff S. The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. New York, 2019.

[5] Pariser E. The Filter Bubble: What the Internet Is Hiding from You. New York, 2011.

[6] Assmann J. Cultural Memory and Early Civilization: Writing, Remembrance, and Political Imagination. Cambridge, 2011.

[7] -10:    (10- ):     :      . - .: , 1994. 304 .

[8] -11.  06.        .  . .: ӻ,  . 2021. 432.

[9] Tufekci Z. Twitter and Tear Gas: The Power and Fragility of Networked Protest. New Haven, 2017.

[10]  .. . ., 2000.  704 .

[11]  ..  : -    . ., 2025.  318 .




 5.     





5.1.    




     ,     ,      :   ,      ,       ,   - .      ,     ,    .          , ,        ,   ,   ,              [1].

              .       :            , , ,  ,  ,  ,  ,      .       ,        ,   ,  ,   ,  [2].    ,            ,    ,         ,      [1].

        ,         ,            [3]. , ,   ,    ,       .       :        ,    ; ,       ,             .           ,      ,            .

        .     ,      :    (   ),       ( ,  ,  ),     (, , ,    ),   (, ,  ,  ),       (, ,  , , ).  ,           , , ,     [4].         ,    ,    ,  , ,     [1].

         . -,          ;       ,  . -,    :   , ,    ,      . -,        ,    -10/11; ,                [5].         ,    ,        ,       .

     -10/11     .       .   ,        ,    ,         [5].        :      ,     /,       ,    .               ,    ,    , , ,     .           ,      - .

         .        ,      ,   ,   ,   ,                 .      XXI   :        ,         .      ,         [6].      ,     ,     ,       .      :  -    ,              .

     ,       .      ,      ,    ,     .     :      ,  ,  ,  ,     ,      .     ,  ,        ,     ,      [4].            ,       ,      ,           .

          . -,     :     ,    ,   ,  ,  ,      . -,      :    -    ,   . -,    :       ,     ,     ,         [1].  ,   - :    ,    ,     ,     .

     .      ,      ,        . ,       , ,    ,      .      :       ,         .

 ,     ,                   ;      ;            ,       .   ,      ,  ,       , ,        ,        ,      .





[1] Wiener N. Cybernetics: Or Control and Communication in the Animal and the Machine. Cambridge, 1948.

[2] Durkheim E. The Rules of Sociological Method. New York, 1982.

[3] Parsons T. The Social System. New York, 1951.

[4] Luhmann N. Social Systems. Stanford, 1995.

[5] Bertalanffy L. von. General System Theory: Foundations, Development, Applications. New York, 1968.

[6] Morin E. On Complexity. Cresskill, 2008.


5.2. 





















      ,       ,   ,    .        ,   XXI  -     ,      .         ,       ,     ,     ,       .          :   -      , ,          ,        [1].

 :         .         ,         ,              .           ( , , , , ),       ,                        [2].    ,          ,   ,  ,     .

        .        . ,              ,       ,      ,    : , , , ,  , -.   ,      ;       ,       ,   ,          ,    [3].    :       ,      ,            .

         .          ,             . ,      4.5,    :       ,        ,             [4].   ,  ,    ,    ,   , ,     .      ,       ,          [5].       ,        ,       .

        .  -      :      .         .  , ,         ,    ,           [6].       :       ,      ,           .       ;       ;       ;            .    ,          [1].

        ,         ,       .  , , ,  -       ,                 [7].     ,       ;   :       ,      ,     (,   )   (,  ).      ,       ,            .

      .       : ,          ,       , ,   .      ,          :    ,        [8].       :     ,      .  ,      ( ,  ,  ),         ,  ,   . ,        ,     :    , ,        .

          .   3.3  ,        .      :     ,   , , , ,            .         , ,  ,   ;            -10/11,           [9].        :       ,      .         ;    ,                      .

       .       ,     :    ,    , ,     .          ,  ,   ;                  ,     -10/11 [9].             :      ,      .  ,  ,              .

      .        ,      .       .    ,     : , ,  ,   ,       . , ,          .       :             ,     ,    .       ;     ,  ,     .    ,            .

      .          ,                .          :      ,           .      :     ,         .            ,      ,          [10].

,         .   ,     :       .   ,   :   ,     ,     .    : ,   -   ,      ;  ,               .  ,       ,   -             .

            .     ,    ,      :     ,         .    5.3             ,    ,         XX     .





[1] Wiener N. Cybernetics: Or Control and Communication in the Animal and the Machine. Cambridge, 1948.  212 p.

[2] Castells M. The Rise of the Network Society. 2nd ed. Oxford, 2010.  656 p.

[3] Rogers E. M. Diffusion of Innovations. 5th ed. New York, 2003.  576 p.

[4] Gillespie T. Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media. New Haven, 2018.  344 p.

[5] Kahneman D. Thinking, Fast and Slow. New York, 2011.  499 p.

[6] Bandura A. Social Learning Theory. Englewood Cliffs, 1977.  247 p.

[7] Sunstein C. R. #Republic: Divided Democracy in the Age of Social Media. Princeton, 2017.  352 p.

[8] Barabsi A.-L. Network Science. Cambridge, 2016.  473 p.

[9] -10:    (10- ):     :      . - .: , 1994. 304 .   1243 p.

[10]  .. . ., 2000.  704 .




5.3.   




                ,        :    ,  .                 .     ,     ;         ,      .  ,           : ,  ,    ,              [1].

       :   ,  ,  .       .      ,          ,     ,   ,       .  ,             (    ). ,       ,            ,       [2].

     :          .     ()        .  -      : ,   ,  ,  ,  ,  .       ,    ,  ,   ,       .        ;     ,  ,  ,          [3].

    .         (,  , /,  ),      .        ,      , ,  , ,     .   ;     ,   ,   ,   ,       .      3.3:       ,       .     ,        [4].

       -  .   ,           ,       .     ,          .         ;           .  ,        :      ,     ,     .              [5].

       ,        .         :  -       ,     ,       ;              [1].      . -,    :     ,          . -,    :          (   )       ( ).

       .      ,          : ,     ,         ,     . -10/11      ,            [6].          ,      :  ,   ,  ,    ,  .        ,        ,         .       ,        .     ,     [7].

          .   ,     5.2,        ,     .    ,          .     ,              ,       .                  ,     ,        [8].        ,   :    ,             .

      ,     .   , ,        ,  .        ,   ,     ,         .     ,       ,    ,        .    :      ,              [9]. ,       ,     (,      ),  ,     ,  .

       .         ,     .        ,      ,      .          ,       ,    ,    .                ,   ,   ,    .       ;         [10].

          . -,        ?      ?     .  ,          :  ,   ,   ,      . -,     :   ,    ,    . -,       :             .      5        ( VI),        .

,          .      ,         .    ,    :        ,        .         ,       ,           [1].       :  ,  ,  ,   ,  ,        .          :       ,      ,       .

       ,    :   ,       .          ,              ,        ,   ,    .





[1] Wiener N. Cybernetics: Or Control and Communication in the Animal and the Machine. Cambridge, 1948.  212 p.

[2] Meadows D. H. Thinking in Systems: A Primer. White River Junction, 2008.  240 p.

[3] Prigogine I., Stengers I. Order Out of Chaos: Mans New Dialogue with Nature. New York, 1984.  349 p.

[4] Alexander J. C. Trauma: A Social Theory. Cambridge, 2012.  224 p.

[5] Watts D. J. Six Degrees: The Science of a Connected Age. New York, 2003.  368 p.

[6] -10:    (10- ):     :      . - .: , 1994. 304 .   1243 p.

[7] -11.  06.        .  . .: ӻ,  . 2021. 432.  (online ed.).

[8] Schelling T. C. Micromotives and Macrobehavior. New York, 1978.  252 p.

[9] Sunstein C. R. #Republic: Divided Democracy in the Age of Social Media. Princeton, 2017.  352 p.

[10] Barabsi A.-L. Network Science. Cambridge, 2016.  473 p.


5.4. 





















           :      ,       [1].              ,    ,    ;               ,     ,    ,       [2].  ,      ,            :        ,            .          :         - ,   ,        ,  ,      [1].

    ,    .      ,      ;        .    :        ,             ,   ,     ,  ,   .        .        ,  ,    ,    .                [3].

    ,           - .       :   , , , , , ,  ,  .      : , , , , ,  ,  ,   ,  KPI  ,    .      ,            .        ,  ,  ,      :      ,       ,   .   ,             [4].

     ,      . -,         .    ,    ;  ,    ;   ,     . -,    ,     .       ,    :      ,      ,       ,       [5].        ,      ,     ,    ,   : ,    ,   ;      ;         [6].

        .      :      ,         ,        .  -10/11     ,               [2].          ,   :         ,   ,        ,      ,   ,   .         ,       [7].

-,      ,   .     ,    ;    ,  ,   ,     .     :     ,        . ,    ,     ,    ,     .     :    ;     ;     ,    [8].

-,            .        ;  ,  ,      ,          .    ,        ,    [9].           ,   ,    .  ,        ,    :        ,      .

         ,        .             .      :     ,       ,   ,        . ,    ,    - ,      :  ,  ,   ,      .    ,      4.5     ,    ,             [6].

    :               .           ,    ,  .                .          -,       ,   .  -10/11  -       ,           [2].           ,   ,     ,      ,      [10].

         ,    .  ,      ,           ,    ,      ,        .  ,    ( 8)      :   ,     ,    ,         .     :     ,      , ,  .        ,     .

    ,        .     ,          :     ,   ,        . ,       ,   ,            .     5.4        ( 9):       ,       ,   ,  ,      .  ,      ,    .

,         ,       VI.  ,    ,    ,     .  ,        ,           .   ,     ,     :  ,         ,   ,       .          ,          ,         .

           .  ,        ,   ,   :       ;        ;       .            :              ,   ,       - .





[1] Wiener N. Cybernetics: Or Control and Communication in the Animal and the Machine. Cambridge, 1948.  212 p.

[2] -10:    (10- ):     :      . - .: , 1994. 304 .   1243 p.

[3] -11.  06.        .  . .: ӻ,  . 2021. 432.  (online ed.).

[4] Luhmann N. Social Systems. Stanford, 1995.  627 p.

[5] Campbell D. T. Assessing the Impact of Planned Social Change. Evaluation and Program Planning. New York, 1979.  268 p.

[6] Zuboff S. The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. New York, 2019.  704 p.

[7] Sunstein C. R. #Republic: Divided Democracy in the Age of Social Media. Princeton, 2017.  352 p.

[8] Merton R. K. Social Theory and Social Structure. New York, 1968.  702 p.

[9] Meadows D. H. Thinking in Systems: A Primer. White River Junction, 2008.  240 p.

[10] Kahneman D. Thinking, Fast and Slow. New York, 2011.  499 p.

[11]  .. . ., 2000.  704 .

[12]  ..  : -    . ., 2025.  318 .




5.5.    




   ,        -         ,        ,     .      :               , ,     ,  ,           .  ,          .          : -         , ,    ,           ;           ,   , ,           [1].

     ,   .            ,    ,       ,      [2].        :     ,    ,    ,    ,  ,    .      ,     ,    2.    ,      , , , ,    .  ,  ,   ,    4,     :      ,     [3].




  .


   .

   ,     (https://www.litres.ru/book/igor-novitskii-34116582/sotsial-naia-psikhoinzheneriia-ontologiia-metodologiia-i-in-74711477/)  .

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