Virtual subcultures as a phenomenon of modern digital society

Abstract

The article examines virtual subcultures as a phenomenon of the modern digital society. At a time of rapid development of the Internet and artificial intelligence, it is important to study in more depth the causes of emergence, peculiarities of functioning, and the impact of online subcultures on social processes. The problem raised in the article is the formation of new digital identities, the process of creating and maintaining a personality in a virtual environment. The article analyzes how virtual subcultures affect communication, interaction, and behavior of people, what factors contribute to their development, as well as their positive and negative impact on society. The study showed that virtual subcultures are actively shaping new social models, influencing socialization, identity, and communication. They have become an integral part of young people’s lives, offering new ways of expressing themselves, interacting, and associating by interests regardless of geographic location, which changes traditional approaches to social interaction. The significance of this study lies in the fact that it provides a deeper analysis of the mechanisms of virtual subculture and its impact on society, including young people. The findings can be useful for sociologists, psychologists, educators, and anyone involved in researching the digital environment, as they will help to better understand the trends in the development of modern online communities and their impact on society.

Key words: subculture; Internet; virtual subcultures; youth; socialisation.