SUBJECTIVE SEMANTIC SPACE OF HUMAN IN CONDITIONS OF DIGITAL TRANSFORMATION OF SOCIETY
The digital transformation of society creates an objective need to study changes in the categorical structure of individual consciousness under the influence of digital technologies. Analysis and reconstruction of not always outwardly manifested structures of subjective experience, expressed in personal systems of meanings and meanings, is a necessary condition for understanding the essence of the changes that the attitude and worldview of a person of the “digital era” undergoes. The article examines the transformation of the categorical-semantic structure of individual consciousness by building its operational model, which in psychology is called the subjective semantic space of a person. The essence and typological characteristics of this phenomenon are revealed, a step-by-step description of the algorithm for constructing a model of subjective semantic space using the semantic differential method is presented. Using the SPSS software package, the authors conducted a factor analysis of the subjective semantic space. As a result of the study and generalization of the systems of values obtained in the process of empirical research, links and variables influenced by digital technologies have been identified. The results of the study indicate the effectiveness of the use of mathematical modeling to study the dynamics of the subjective semantic space of a person in the context of the digital transformation of society.