SOCIO-CULTURAL CHANGES IN GLOBAL COMMUNICATION IN THE CONTEXT OF ARTIFICIAL INTELLIGENCE AND SOCIAL NETWORKS
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Abstract
This article analyzes the influence of artificial
intelligence (AI) and social networks on global communication in the
context of globalization from a socio-cultural perspective. The author
examines how AI technologies transform communicative practices, the
transformation of cultural codes, new models of identification emerging
in social networks, as well as issues of power relations in the digital
environment. The article also analyzes paradoxical processes such as
cultural homogenization and fragmentation resulting from the
interaction of AI and social networks. The concluding section provides
practical recommendations for ensuring socio-cultural sustainability in
the context of digital globalization.
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