- Book Chapter
- 10.36690/spmeic-23-44
Personality in the Era of Civilizational Upheaval: Existential Challenges, Consumption, and the Transformation of Values
- Nov 27, 2025
- Alla Kravchenko
The rapid development of technogenic civilization, consumer culture, and transhumanist ideologies has reshaped the boundaries of subjectivity, freedom, and moral responsibility. These processes challenge the traditional philosophical understanding of the human being and demand a renewed humanitarian framework capable of preserving existential integrity amid the pressures of technological and social change. The purpose of the paper is to explore the philosophical and anthropological dimensions of personality transformation in the conditions of modern consumer and digital society, to reveal the mechanisms through which technological progress and economic rationality influence human subjectivity, and to justify the need for a new ethics and educational paradigm that safeguard human dignity and freedom. The methodological framework combines existential and phenomenological approaches (Heidegger, Jaspers, Sartre), the critical tradition of the Frankfurt School (Marcuse, Fromm), and contemporary theories of digital culture and transhumanism (Bauman, Stiegler, Harari, Deleuze). Comparative analysis, hermeneutics, and axiological interpretation are employed to trace the evolution of philosophical conceptions of subjectivity and to reveal shifts in value orientations caused by informational and economic transformations. The study demonstrates that the digital and consumer revolutions lead to a reduction of the human being to a functional role within algorithmic systems, causing the erosion of autonomy, authenticity, and reflective capacity. However, it also argues that through the cultivation of moral and ethical virtues – prudence, justice, courage, love, faith, and hope – it is possible to restore human subjectivity and reaffirm existential freedom. The prospects for further research involve developing an integrative model of digital humanism that unites philosophy, education, and ethics. Such a model should provide a conceptual foundation for rehumanizing the digital environment, forming critical and moral competencies, and strengthening the existential resilience of the individual in the globalized world.
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