Subjectness of digital communication in the context of technological evolution of the Internet: features and transformation scenarios

The work aimed to study the peculiarities of the subjectness of the phenomenon of digital communication in the context of intensive digitalization of key spheres of life of modern society, as well as to identify the prospects and threats of introducing self-learning neural network algorithms and artificial intelligence technologies into communication processes unfolding in the social and political sphere. One of the study's key objectives was to identify scenarios of possible social changes in the context of society digitalization and the traditional social practices transformation in terms of the emergence of new digital subjects of mass public communication that form the pseudo structure of digital interaction between people. As a methodological optics, the work used the method of discourse analysis of scientific research devoted to the implementation and application of artificial intelligence technologies and self-learning neural networks in the processes of socio-political digitalization, as well as the method of critical analysis of current communication practice in the socio-political sphere. At the same time, when analyzing the current practice of digitalization in foreign countries, the case study method was used. In turn, to determine the scenarios for the transformation of traditional social space and social practices, the method of scenario techniques and scenario forecasting was applied. As a research result, it was concluded that the introduction of technological solutions based on artificial intelligence algorithms and self-learning neural networks into contemporary socio-political communication processes creates the potential for the problem of identifying the subjects of communicative acts in the socio-political sphere of the contemporary society life. Based on the results of the study, it is shown that artificial intelligence and self-learning neural network algorithms are increasingly being implemented in the current practice of contemporary digital communications, forming a high potential for information and communication impact on the mass consciousness of technological solutions that no longer require self-control from human operators. The work also concludes that in the current practice of social interactions in the digital space, a person faces a new phenomenon – interfaceization, within which self-communication stimulates the universalization and standardization of digital behavior, creating, disseminating, strengthening, and imposing special digital rituals. The article proves that digital rituals blur the line between digital avatars' activity based on artificial intelligence and the activity of real people, resulting in the potential for a person to lose their own subjectness in the digital universe.