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The article examines identity processes, which under the conditions of total informatization experience manipulative interventions that transform identity foundations. The communicative approach was chosen to analyze the impact of social communications, implemented mainly in digital formats, on identification processes. As a result, it was found that manipulation as a method of hidden social control is used as one of the technologies for the formation of collective social consciousness. The introduction of certain stereotypes, socio-cultural patterns and attitudes into the identity basis of the individual through the means of digital communication leads to the fact that the individual takes them as the basis for the implementation of identification processes and, as a result, there is a transformation of personal identity.

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The impact of manipulative interventions on the processes of identification and self-identification of a person in the context of digital transformations