Specifics of social practicеs transformation under the influence of virtual reality

The article is devoted to the study of the influence of virtual reality on social practices. The purpose of the study is to highlight the specifics of the transformation of social practices under the influence of virtual reality. The research methodology is based on the idea of hypertext as a phenomenon not only of the information environment, but also of the social one. The research materials includes practices presented in news feeds and analysis of expert opinions in relevant fields. An analysis is carried out in four sociospheres: family, work, leisure, shopping, and services. It is shown that under the influence of virtual practices, a new structuring of social space takes place according to the principle of hypertext. Modern man transfers the practices of the internet space (scrolling) into the real world, gets used to leaving the “boring” page of reality, just like in virtuality, switching to other practices. A request for hypertext gives rise to multifunctionality of practices and the emergence of hybrid phenomena at the intersection of different social institutions (phygital sport, virtual family, rest at work, cafe in the library, etc.). Under the influence of virtual practices, a demand arises for a new type of personality that meets the requirements of multifunctionality: competition with a variety of virtual actors obliges a person to be able to play out as large a repertoire of roles as possible, adequately switching them depending on the interaction situation.

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