Author: Berdibaev, Aydos

Annotation: The rapid advancement of information technologies has deeply affected how individuals construct and express their cultural identities. In the context of globalization and digitalization, personal culture is no longer shaped solely by local traditions, but increasingly influenced by global media, online platforms, and algorithmic environments. This article examines the contemporary challenges associated with the transformation of personal culture within the information society. It explores how identity, ethics, interpersonal relationships, and cultural authenticity are negotiated amid the proliferation of digital content and mediated communication. Through critical analysis, the paper highlights paradoxes such as the tension between cultural diversity and homogenization, or between self-expression and surveillance. Ultimately, it calls for a rethinking of cultural ethics, digital literacy, and strategies for preserving individuality in a hyper-connected world.

Keywords: Information society, personal culture, digital identity, globalization, cultural homogenization, ethics, cultural change, surveillance, youth culture, digital media.

Pages in journal: 608 - 615