Self-presentation of the digital generation in social media: contextual and audience bases of the chosen strategies

Abstract

The article presents the results of a study of the self-presentation of representatives of the digital generation on platforms of popular social networks of Runet. Based on the theoretical principles, a hypothesis has been put forward and confirmed regarding the connection of the self-presentation strategy with the context of social networks, including the culture of communication established in each network, its main audience and its own audience, represented on separate communication platforms.