This essay considers how technologically based cultural transformations impact the shaping of individual and collective identities, including “digital identities.” The extension of the human cognitive system by means of the Internet and digital artefacts has produced the potential to shape multidimensional and dynamic identities (e.g., in the form of “communities” created ad hoc on the web), as well as artificial-intelligence “identity” processes accompanying commercial applications. In the context of these processes, the author discusses how the attitudes of “predatory” Internet users are formed, the problems of the victims of such activities, and the potential threats in relation to the development of AI. The author uses an interdisciplinary theoretical approach (sociology, psychology, research on AI) to analyse these phenomena. The research material consists of the content of media messages (including films and documentary series, Internet journalism on online behaviour and texts popularising AI, and content posted on social media).
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