Analysis of Cultural and Identity Transformations in the Modern World

The issue of identification is becoming critical in the context of globalisation. On the one hand, globalisation stimulates the processes of cultural rapprochement and mutual infiltration. On the other hand, it is sharply criticised because of the desire to preserve one's culture and, accordingly, one's identity from "Westernization." The development of digital media exacerbates the problem of self-identification and socialisation of people through integration into virtual reality and the formation of online identities. This requires identifying the main trends of modern cultural and identity transformation and their careful analysis in the context of globalisation and the formation of the information society. The main methodological approaches of our study include constructivism, which allows us to identify the critical areas of identity construction in the global world, and structuralism, which identifies its main elements. Primary research methods: analysis of documents and sociological survey data, correlation analysis and case studies, synthesis, deduction, induction, generalisation, and systematisation. The study found that migration is a critical factor in modern identity transformations. Thus, it contributes to the launch of diametric processes: on the one hand, it influences the emergence of a hybrid identity as a product of cultural synthesis, and on the other hand, it actualises the processes of ethnic, religious, cultural, and national identification. Cultural globalisation promotes the exchange and borrowing of cultural values between peoples. At the same time, it increases resistance to Westernization by introducing practices of cultural isolation and a return to traditional values (cultural and religious). The formation of internet identity brings to attention the problem of constructing a virtual identity that is significantly different from the real one.