Algorithmization of the Self: The Digital Exploitation of Meaning

The purpose of the article is to analyze the impact of algorithmic systems and digital technologies on the formation of the Self (subjectivity) in the conditions of the information society and to identify the consequences-risks of human interaction with artificial intelligence and digital systems. The complex theoretical problem of the non-human dimension of the modern world is outlined, where digital technologies involve a person with his voluntary consent (according to B. Chung Han) in the structure of his own sign system. The digital space forms meanings without the direct intention of a person, moving the world towards algorithmic control and embedding in its product the myth of freedom, neutrality, independence. It is analyzed how, operating with codes, protocols, large language models (LLM) create the illusion of subjectivity, involving multimodal signs - text, visuality, behavior, interface, metadata. It is established that social network algorithms direct user behavior into the plane of a recommendatory sign, as a result, visual images become values ​​of behavior. Traditional semiotics, where meanings were constructed by humans, is being replaced by E-semiotics, where meaning is generated automatically depending on search textual queries, clicks, and human activity/inactivity on the network. It is proven that a mechanical operation on signs forms meaning as a side effect of pattern matching, as opposed to an interpretative act. Entry into digital discourse occurs through writing a prompt, the result of which is a patterned operation on signs, not a new text. The transformation of human subjectivity into a link (one of) in the chain of participants in building a semantic construction is substantiated. It is shown how random order strategically controls the variability of the conclusion, thus ensuring the adaptability of the created text (according to D. Picco), and meaning becomes a product of system configuration.