Behavioral Model and Identification Strategies in the Cultural Field of the Postindustrial Information Society Using the Example of Social Networks and Consumption

The article analyzes how modern technologies and media influence the formation of personal and collective identity in the postindustrial information society. It examines the behavioral models of social media users, con-sidering the digital environment as a platform for self-expression and identity construction. Particular attention is given to how individuals seek to assert their uniqueness and simultaneously align with specific groups through consumption and demonstration of certain goods and brands on social networks. The article also dis-cusses the mechanisms by which social media influence the perception and behavior of users, forming new forms of social interaction and symbolic exchange. Examples of using social networks to create various identi-fication strategies are explored. The article provides data on how the consumption of certain brands and goods is used to demonstrate status, values and cultural preferences, as well as how these practices reflect broader postindustrial information society cultural trends. The authors argue that in the conditions of the postindustrial information society, the boundaries between the real and virtual world are blurred, and social networks are be-coming an important element in the process of identity formation. Thus, the article offers an in-depth analysis of the interaction between consumption, social media and cultural processes, revealing new aspects of behav-ior and self-expression in modern society.