Living in a Digital Society: from the Point of View of One Social Psychological Perspective

Technology has become ubiquitous, and without it it is hardly possible to imagine everyday human life. As a result of their active use, the individual feels as if he is an important participant in various processes taking place in a globalized world. The purpose of this theoretical and analytical study is to analyze the potential of the social representations theory to study the transformations that occur to a person in a digital society. Theory makes it possible to answer the question of how a person builds an explanation for a new phenomenon and builds his behavior in accordance with it. The modern era is an era of visual culture, where the power of texts (which corresponded to the generation of parents) was replaced by the power of pictures (at the level of the adolescents and young people). This feature can be viewed through the prism of the ideas of this theory, speaking of figurative and linguistic rhetorics. Finally, the theory of social representations allows us to articulate the processes of communication, social representations, and explain how the latter regulate social behavior and social relations in the digital society.