УДК 37.015.311:379.823
FORMATION OF "CLIP CULTURE" AND ITS IMPACT ON DEVELOPMENT
AND SELF-IDENTIFICATION OF PERSONALITY IN INFORMATIONAL
SOCIETY

©NIKITENKO, VITALINA
Zaporizhzhia State Engineering Academy (Zaporizhzhia, Ukraine)
E-mail: vitalina2006@ukr.net, ORCID 0000-0001-9588-7836

Abstract. The urgency of the research is that the conditions for the formation of a "clip
culture" of a virtual person in the virtual world are analyzed. The term "clip culture" was put
into circulation by O.Toffler and compared with the virtual culture of the information society.
Setting objectives. The problem of analysis is due to the fact that the person today is formed
in an artificially created virtual world, which distorts the personality and forms its torn and
inadequate image. This type of society as a virtual-online needs its interpretation and analysis
of a new conceptual-categorical apparatus. Analysis of recent research and publications. A.
Toffler, as one of the major theoreticians of the information society, has clearly defined the
attributes of a new born culture - its figurative, de-massified, virtual character. Z. Baumann
noted this situation, who wrote about the society of individuals, vulnerable fragmentation, "an
individualized postmodern society". Problems of clip culture "of the virtual person of the
postmodern era were also considered by D.Bayr, D.Bell, Dzh.Gelbright, M.Castells, J.Masud,
V.Frexis and others. The selection of unexplored parts of the general problem is the
conceptualization of the concept of "clip culture" and its discovery in the postmodern society.
At the core of the study is the conceptualization of the basic schemes of "clip culture", which
is synonymous with virtual, and revealing its influence on the development and selfidentification
of the individual. The task statement is the use of synergistic methodology,
which makes it possible to analyze the "clip culture" of the postmodern era and its impact on
the personality. Presenting of the main material. To analyze the phenomenon of "clip art
culture" as a social and cultural phenomenon; the influence of clip culture on personality in
postmodern society is revealed; the attributes of clip art are defined - its figurative, demassified,
virtual character. Conclusions - the concept of clip culture and its influence on the
development and self-identification of the individual in the information society are formed.
Key words: clip culture, virtual person, information society, identity, self-identification,
game, meaning

FORMATION OF "CLIP CULTURE" AND ITS IMPACT ON DEVELOPMENT
AND SELF-IDENTIFICATION OF PERSONALITY IN INFORMATIONAL
SOCIETY