CULTURAL IDENTITY AND MEDIA SPACE: ISSUES OF INDIVIDUAL, SOCIETY, AND DIGITAL IDENTITY
This article examines the role of media space in the formation, reinterpretation, and fragmentation of cultural identity. It explains
the socio-constructive nature of identity and highlights digital identity within the context of media discourses, platform architecture,
and algorithmic governance. The paper argues that social networks, visual communication, and self-branding practices expand
opportunities for self-presentation while also intensifying the risks of filter bubbles, polarization, disinformation, and
cyberbullying. The article concludes with practical recommendations on media literacy, digital ethics, and the development of
contemporary national cultural content
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