The Evolution of the Public Sphere: Interactivity, the Influence of Digital Media, and the Sociocultural Aspect
DOI:
https://doi.org/10.56294/mr2025208Keywords:
democracy, European integration, civil society, public administration mechanisms, digitalization, media technologies, sociocultural developmentAbstract
Introduction: the current priorities in the development of civil society is the active transformation of communication strategies and cultural foundations under the influence of digitalization processes. Today, the public must realize how to respond to new social phenomena – the removal of information from human memory, artificial intelligence, “designed children,” etc.
Objective: the aim of this study is to provide an in-depth analysis of the evolution of the public sphere in terms of interactivity, the influence of digital media, and sociocultural dynamics.
Method: The study uses analytical and synthetic methods, comparison, generalization, and abstraction.
Results: the article examines the potential of the global network and media resources in the context of their influence on social development, the promotion of social trends, and the actualization of trends. The potential advantages and associated risks of large-scale digitalization of the communicative public space are highlighted. It is found that the modern algorithmic nature of sociocultural processes could potentially lead to the risk of personality transformation and absorption by the digital environment, which would have a destructive impact on social development processes. The article examines the characteristics of contemporary social impact projects. The public is undergoing radical transformations, which may become a prerequisite for a fundamental change in the trajectory of promising sociocultural development. The author substantiates how the integration of digital technologies affects cultural development and democratic processes. The author analyzes models of modern management mechanisms against the backdrop of active European integration processes.
Conclusions: it is proven that the current stage of social development is accompanied by a number of problems in the field of communication, which requires high-quality interaction in the social environment based on the synergy of the sociocultural foundation, sustainable national identity, and information and communication technologies.
References
1. Kit N, Mnozhynska R, Diatlova I. Philosophy of Intercultural Dialogue and Globalisation, Understanding of the Impact of Globalisation on the Modern World. Scientific and Theoretical Almanac Grani 2024;27(1):71–78. https://doi.org/10.15421/172409
2. Reianu DG. Civil society in the context of the EU accession: the case of Montenegro. Civil Szemle 2024;21(1):123–135. https://doi.org/10.62560/csz.2024.01.08
3. Bakhtina IS. Administrative discretion in states of full democracy and hybrid regime (on example of Germany and Ukraine). P. A. Persona e Amministrazione. 2023 [cited 4 June 2025];12(1):727–757. https://journals.uniurb.it/index.php/pea/article/view/4307
4. Ortina G, Zayats D, Akimova L, Akimov O, Karpa M. Economic Efficiency of Public Administration in the Field of Digital Development. Economic Affairs (New Delhi) 2023;68(3):1543–1553. https://doi.org/10.46852/0424-2513.3.2023.21
5. Rochefort A. Online advertising, content moderation, and corporate accountability: a civil society perspective. Internet Policy Review. 2025 [cited 4 June 2025];14(1). https://policyreview.info/articles/news/online-advertising-content-moderation
6. Couture S, Toupin S, Mayoral Baños A. Resisting and claiming digital sovereignty: The cases of civil society and Indigenous groups. Policy Internet 2024;16(4):739–749. https://doi.org/10.1002/poi3.434
7. Peck S. Civil society and civic space. In: The Companion to Development Studies. (pp. 143–148). Routledge, 2024. https://doi.org/10.4324/9780429282348-30
8. Donelli F. Persuading through culture, values, and ideas. Insight Turkey 2019;21(3):113–134. https://doi.org/10.25253/99.2019EV.04
9. Shchokin R, Domyshche-Medyanyk A, Prav R, Pryhara O, Borko T. Application of Interactive Technologies to Promote Tourism Services. Economic Affairs (New Delhi) 2023;68(1):279–287. https://doi.org/10.46852/0424-2513.1s.2023.30
10. Dunleavy P, Margetts H. Data science, artificial intelligence and the third wave of digital era governance. Public Policy and Administration 2025;40(2):185–214. https://doi.org/10.1177/09520767231198737
11. Pappas IO, Mikalef P, Dwivedi YK, Jaccheri L, Krogstie J. Responsible digital transformation for a sustainable society. Information Systems Frontiers 2023;25(3):945–953. https://doi.org/10.1007/s10796-023-10406-5
12. Causadias JM. What is culture? Systems of people, places, and practices. Applied Developmental Science 2020;24(4):310–322. https://doi.org/10.1080/10888691.2020.1789360
13. Inglehart RF. Cultural evolution: People’s motivations are changing, and reshaping the world. Social Forces 2020;98(4):1–3. https://doi.org/10.1093/sf/soz119
14. Saner R, Yiu L, Nguyen M. Monitoring the SDGs: Digital and social technologies to ensure citizen participation, inclusiveness and transparency. Development policy review 2020;38(4):483–500. https://doi.org/10.1111/dpr.12433
15. Biancardi A, Colasante A, D’Adamo I. Sustainable education and youth confidence as pillars of future civil society. Scientific Reports 2023;13(1):955. https://doi.org/10.1038/s41598-023-28143-9
16. Hadiati E, Setianingrum DA, Dwiyanto A. Exploring the Landscape: Challenges and Opportunities for Civil Society in the Era of Society 5.0. KnE Social Sciences 2024;9(3):123–138. https://doi.org/10.18502/kss.v9i2.14971
17. de Oliveira DJ, Vasconcelos Oliveira MC, do Val AP. Three Highlighted Agendas in Unesco's Cultural Diversity Agenda: Digital Environment, Preferential Treatment and Civil Society Participation. Brazilian Journal of International Law 2020;17(3):76–93. https://doi.org/10.5102/rdi.v17i3.7049
18. Ministry of Digital Transformation. Level of digital skills of Ukrainians, 2023. https://thedigital.gov.ua/
19. Kussainov K, Goncharuk N, Prokopenko L, Pershko L, Vyshnivska, B., Akimov O. Anti-corruption Management Mechanisms and the Construction of a Security Landscape in the Financial Sector of the EU Economic System Against the Background of Challenges to European Integration: Implications for Artificial Intelligence Technologies. Economic Affairs (New Delhi) 2023;68(1):509–521. https://doi.org/10.46852/0424-2513.1.2023.20
20. Lynn T, Rosati P, Conway E, Curran D, Fox G, O’Gorman C. Digital technologies and civil society. In: Digital Towns: Accelerating and Measuring the Digital Transformation of Rural Societies and Economies. (pp. 91–108). Cham: Springer International Publishing, 2022. https://doi.org/10.1007/978-3-030-91247-5_5
21. Vergnolle S. Putting collective intelligence to the enforcement of the digital services act: Report on possible collaborations between the European commission and civil society organisations. Cnam Paper Series, 2023. https://doi.org/10.2139/ssrn.4435885
22. Fuchs C. The digital commons and the digital public sphere: How to advance digital democracy today. Westminster Papers in Communication and Culture 2021;16(1):9–26. https://doi.org/10.16997/wpcc.917
23. Kovalchuk ND, Ovsyankina LA. The problem of dialogue in the context of global processes of our time. Educational discourse 2020;27:7–16. https://doi.org/10.33930/ed.2019.5007.27(10)-1
24. Modood T. Must Interculturalists Misrepresent Multiculturalism? Comparative Migration Studies 2017;5(15):1–17. https://doi.org/10.1186/s40878-017-0058-y
25. Yermachenko V, Bondarenko D, Akimova L, Karpa M, Akimov O, Kalashnyk N. Theory and Practice of Public Management of Smart Infrastructure in the Conditions of the Digital Society' Development: Socio-economic Aspects. Economic Affairs (New Delhi), 2023;68(1):617–633. https://doi.org/10.46852/0424-2513.1.2023.29
26. Olefirenko T, Tsvietkova H, Matviienko O. National and cultural identity: experience of foreign countries. In: Tsvietkova H, (Eds.):Pedagogy and Psychology of Postmodernism: Values, Competences, Digitalisation: A Collective Monograph. (pp. 3–17). Aerzen: Heilberg IT Solutions UG (haftungsbeschränkt) InterGING Verlag, 2021.
27. Gil O. AI Philosophy: Sources of Legitimacy to Analyze Artificial Intelligence, 2023. https://doi.org/10.31219/osf.io/39njx
28. Zapata-Barrero R, Mansouri F. A Multi-scale Approach to Interculturalism: From Globalised Politics to Localised Policy and Practice. Journal of International Migration and Integration 2022;23(2):775–795. https://doi.org/10.1007/s12134-021-00846-w.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Mykola Rusyniuk, Oleksii Bashmanivskyi , Lesia Pron , Dariia Smolych (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
