Technologies of generative artificial intelligence (hereinafter referred to as GenAI) are becoming an integral part of society, taking part in various socio-cultural and socio-economic spheres, and therefore they actualise the problem of socio-cultural reproduction. Despite the active development of this research vector in terms of generative synthesis effects and risks, there is no detailed conceptualisation of transition processes between the current and predicted states. The purpose of the article is to reveal the essence of the process of forming socio-cultural distortions when interacting with the GenAI. The methodological basis is the actor-network theory. The study reveals the actor structure of interaction with the GenAI as part of the composition of social and generative actors and data array mediating their connection. It is argued that the resulting nature of socio-generative interaction is determined by the social predestination of the data array, which we propose to distinguish in four variants. Moreover, these variants set four types of relationship between the actors, and in the end, socio-cultural meaning-making occurs. The process of transition including the direct one (in which the information-objective result of social-generative interaction transfers to its socially subjective representation) and the revers one (in which the generative-subjective result transfers to its socially objective representation) are conceptualised. It is concluded that this process is a recursive cycle of distorting reproduction of the socio-cultural system. The results contribute to the conceptualisation of the phenomenon of the AI and its role in social systems, complement the discussion regarding the likely effects and risks for society and can serve as a basis for developing regulatory solutions in various areas of the GenAI use.

The article examines the transformation of legitimation of political power amid digitalisation and competition between traditional political elite and digital elite representatives. This process is linked to the growing networked nature of contemporary society and increasing role of social media platforms in daily life. Based on empirical analysis of social media accounts of politicians and influencers, the study identifies differences in online engagement effectiveness, communication strategies, and nature of published content. Online activity of both groups and engagement of audience into communication are analysed. The findings show that the digital elite representatives significantly outperform the politicians in audience size and loyalty. To consider the obtained indicators, qualitative content analysis methods are applied, and a typology of posts by digital and political elites is developed. The limited effectiveness of the politicians’ online engagement is attributed to their reliance on formal, structurally one-sided communication practices. In their public activity, they mainly focus on strengthening systemic legitimacy, which reduces their effectiveness on social networks. By contrast, the digital elite agents employ more personalised, emotional, and interactive ways of presenting information, generating audience interest and boosting popularity. Thus, the key difference between the two elites is that public communications of the official avatars are primarily aimed at building trust in government, rather than gaining personal popularity for its actors. The article stresses the need to adapt state communication to the new realities of digital competition for citizens’ attention and trust.

This article explores the transformation of social policy in the context of digitalisation at the level of the Russian Federation’s regions. The purpose of the study is to identify the impact of digital technologies on the implementation of welfare state principles and reduction of social inequality in various regional contexts. Empirical cases include Saint Petersburg, Tyumen Oblast, Kabardino-Balkarian Republic, and Zabaykalsky Krai – the regions representing contrasting levels of digital maturity, budgetary capacity, and institutional development. The methodology is based on qualitative content analysis of strategic documents and public speeches, comparison of digital indicators (internet penetration, use of the “Gosuslugi” platform, digital literacy), and secondary analysis of statistical and regulatory sources for 2021–2024. The results enabled the identification of four regional models of digital social policy, differing in terms of technological integration and social inclusiveness. A stable correlation is established between institutional capacity and depth of digital transformation. The study highlights the importance of cultural adaptation of digital services and infrastructure development in remote and ethnically diverse areas. The findings confirm that digitalisation can either reduce or exacerbate social stratification, depending on management strategies and resource availability. These results can be applied in sociological and public policy studies of the digital state, in the design of inclusive digital services, and in the development of regional social support programmes.

The article reveals the concepts of style and stylist’s personal brand. The importance of the role and functionality of a personal stylist for the modern consumer is substantiated. The article also highlights the importance of building personal brand in the field of personal stylist services in digital environment to increase communication and cost-effectiveness of the personal stylist. During the writing of the article, the target audience has also been analysed using the 5W method developed by M. Sherrin ton which is an important tool for determining it. The choice of optimal communication channels for the personal stylist in the digital space with their potential target audience is also considered using the example of Anna Abramova. As part of the research conducted to write the article, the Telegram channel “s nyurk-oj pro fashion” by stylist Anna Abramova (more than 10,000 subscribers) has been selected as an example of successful personal brand in the fashion industry. The channel analysis reveals the key aspects of effective communication. It is concluded that the development of personal brand for a stylist is necessary, since an increase in popularity provides new customers and loyalty, which enhances economic efficiency of the professional. Also, it is important that today the services of the stylist are in great demand, which is monitored through job search services, queries, and statistical data.

As a result of highly developed modern information systems and technologies, cases of fraud have become more frequent and new schemes of fraud appear. The purpose of this study is to describe the phenomenon of financial fraud in the modern digital world and behaviour of citizens who are subjected to fraudulent deception attempts for the subsequent development of recommendations to combat it. The main research method is a sociological survey. The base is made of students from the economic university as a social group with a higher level of financial and digital literacy. The survey concluded that phone calls are the most common form of fraud. Financially literate people are critical of calls from unfamiliar numbers and information that the opponent reports. On the other hand, the confidence that a competent person will not become a victim of fraud reduces the need for knowledge about actions after the theft of funds. Recommendations are made that citizens should be more attentive and critical of suspicious information and calls to perform any actions in the Internet space or by phone; the state should inform citizens about forms of fraud, ensure greater detection of crimes and protection of assets of the Russians and organisations; in turn, firms should intensively protect their information portals, inform customers about possible actions of fraudsters and methods for protecting their personal data.

The purposes of this article are to comprehensively analyse the level of integration of digital technologies into the management of the social sphere of the Rosgvardia, to identify the characteristic features of their application, and to determine the key obstacles that arise on the path of digital transformation. The paper examines digitalisation processes in the management system of this department with an emphasis on assessing the effectiveness of the solutions used and identifying factors that contribute to the successful implementation of innovations. In addition, the article is aimed at substantiating the need for a deeper and more comprehensive implementation of digital tools in the social management of the Rosgvardia, considering the main challenges and prospects associated with the development of the digital environment within the organisation. The results of the sociological study have determined the degree of penetration of the digital technologies into the social sphere management of the Rosgvardia, which has allowed for a deeper understanding of their impact on the efficiency of management processes and identification of advantages over traditional management methods. The empirical data obtained as a result of the questionnaire survey have made it possible not only to calculate the index of the digitalisation level of the social sphere of the Rosgvardia, but also to identify a number of barriers hindering the implementation of modern digital solutions. The conducted assessment of the flexibility, transparency, and effectiveness of management measures aimed at digital transformation have made it possible to find problematic aspects that hinder a deeper implementation of the digital technologies in the department’s social management system. This, in turn, opens prospects for improving the efficiency of this system.

The article considers the impact of digitalisation on international information security, analyses new challenges and threats arising from the expansion of digital space. The authors have determined the social risks of management processes caused by digital transformation. The study is based on M. Castells’ theory of digital communications, Z. Bauman’s definition of the fluidity of digital reality, and Sh. Zuboff’s ideas about the managerial substitution of information platforms. The main methods of empirical research are literature reviews, secondary analysis of existing works on the topic conducted by the authors of the article. Based on the results of the analysis, the authors suggest that digitalisation represents, on the one hand, a powerful resource for the development of management systems, but, on the other hand, a source of new threats, above all, in the field of international information security and social risks. Considering the cross-border nature of digital processes, a comprehensive approach to their regulation is required, which implies the development of international digital law; coordination of efforts of states in the field of cybersecurity; improvement of digital literacy among managers; introduction of ethical principles in algorithmic management. As a result, the social risks of management processes are identified, and the vector of their minimisation and strengthening international cooperation and information security in the digital economy is determined.