ECHO CHAMBERS: INTEGRATION AND POLARIZATION IN THE CONTEXT OF DIGITAL CULTURE

Abstract

The dynamics of the development of digital culture give rise to new information and communication phenomena that influence the configuration of online and offline interactions. Such phenomena include "echo chambers" and "filter bubbles", which are the subject of this study. The analysis of the essence and operating conditions of these information formations is based on experimental data from Russian and foreign scientists. It is substantiated that the machine mechanisms of personalization of social media stimulate the formation of information bubbles, the communication processes in which have opposite tendencies: towards unification based on common axiological patterns and towards isolation, polarization with other communities based on the principle of negative identification. Factors that reduce the effectiveness of smart algorithms and neural network filters have been identified. On this basis, a conclusion was made about the possibility of going beyond the boundaries of closed "echo communities", and the resource potential of the user is associated with cognitive-psychological and IT-skills.