Digital Subject in the Culture of Everyday Networking: Challenges and Prospects

In this paper, the digital subject of network culture, whose everyday life is connected with virtual and actual realities, is actualized. The aim of the study is to understand the phenomenon of the digital subject in the socio-cultural space, its influence on everyday life, as well as to consider the degree of radicalism of the challenges and prospects of the widening expansion of the digital. The post-subjective approach to human activity in socio-cultural processes that expand subjectivity and call into question the anthropological model is substantiated. The present article considers the ambiguity of the digital subject, whose activity in the electronic space is losing its dominant values, giving way to the leading place to artificial intelligence. It was revealed that neural network algorithms act on behalf of a real subject based on an analysis of his preferences, assimilated by artificial intelligence, which reduces the subject to his digital image. It is concluded that the unprecedented information mode of sociocultural ontology produces deep contradictions that complicate a person’s orientation in the axiological content of the era. The duality of the foundations of existence, saturated with digital phenomena, is highlighted. On the one hand, the challenges of networked everyday life form a new type of culture and a digital subject in it, and on the other hand, they turn a person into a means of implementing artificial intelligence technologies. The changing role and significance of the digital subject is transforming the cultural prerequisites for making mass decisions and developing new forms of morality.