GAMIFICATION OF HUMAN BEING IN THE CONTEXT OF DIGITAL CULTURE

Abstract

Introduction and purpose of the study. The article is focused analyzing the phenomenon of gamification of human being in the context of current changes in digital culture. The author reveals anthropological consequences of this phenomenon. Methods. Methods of scientific research, making it possible to identify and characterize anthropological consequences of digitalization of human being and culture, are philosophical, anthropological and cultural analyses. Scientific novelty of the research. The author describes the virtual form of gamification of human being, presented in digital self-presentation. The author justifies the emergence of a new type of man, Homo mobiludens, for whom virtual reality becomes a simplified form of being, and technical and technological capabilities create the effect of being there. The expanded possibilities of human existence gamification in education and service sector with the beginning of the global Covid-19 pandemic are shown. Conclusions. The gamification of being, combining together managerial, socio-cultural, technological and marketing innovations, streamlines human life risks in a new digital culture.