The article considers topical issues of personal self-determination in the conditions of everincreasing complexity of information exchange in digital communication environments. The ideas of cyber-anthropology on the informational nature of personality are under debate. The purpose of the article is to reveal the correlation between philosophical and informational approaches to the individual consciousness unity in the interpretation of a self-identification process in terms of a multi-agent system. Analysis of information and semantic structures in the process of personal identification is based on system methodology and the cognitive paradigm. The new practices of information consumption, selfrepresentation, community organization, manipulations with technological artefacts in everyday life are emphasized to form digital generation representatives' clip thinking and cognitive orientation towards fractal narrative as a way of creating narratives, concepts, and cognitive practices. The process of selfidentification is closed in the circle of virtuality. The consciousness unity, which maintains integrity of the personality, is replaced by the modules of digital cyberspace. The Internet can be associated with a creative laboratory where a modern human being experiments with his own identity. The opportunity to experiment with one's identity in virtual environment leads to the fact that in the modern world personal identity is constantly being transformed and thus remains incomplete. A "virtual person", exercising one's self-identification many times in a digital space, turns into a function of the information technology structure and loses its individuality.

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Purpose of the study: Sociological analysis of the university education digitalization; identifying the evaluative positions for the educational process agents; study of motivational factors for applying to online courses; comparative analysis of evaluative positions in terms of information exchange effectiveness in the digital learning environment and education quality. Methodology: We utilize sociological survey and comparative analysis to identify significant motivations of agents, to evaluate the quality of education by criteria of freedom of choice, preference for the learning format, individualization of the educational route. The empirical base consists of sociological data obtained by online and offline questioning. Principal Findings: The revealed trends of diversity and target conjugation in the university educational environment agent’s positions reflect the institutional shifts in the educational system. These bring about changes in the social role repertoire, the revision of norms and values in the context of the rapid growth of digital practices. Applications of this study: The study results can serve as a basis for improving the university's educational policy and technologies for information support of the educational process. Identifying the problem points of agency and their target conjugation seems to be a tool of social technology to achieve the effectiveness of digital education. Novelty of this study: We give accent to multi-agent approach in the study of distance learning, a comprehensive assessment of information exchange and motivational factors of interacting agents in the university educational environment, education quality evaluation by the criterion of meeting the expectations of students, teachers and administration in the context of learning environment digitalization.

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