Currently, the process of digitalization of society affects absolutely all spheres of human activity and forms a completely new information environment that opens up access for every person to any sources of information. The digital educational environment provides a number of advantages for all participants in the educational process and creates prospects for a personal growth. But, despite the readiness of modern students to use new information technologies, the rapid digitalization of the educational environment creates a number of threats and risks to psychological safety. In connection with the restrictive measures during the COVID-19 pandemic, the abrupt transfer of the educational process to a distance format and, as a consequence, the weakening of personal contact, the problem of preserving and maintaining the psychological well-being of students has become even more urgent, since the effectiveness of training and positive personal development. The article presents the results of a study, the purpose of which was to study the characteristics of psychological well-being of students during the transition to distance learning. The empirical object of the research were students of 1-3 courses in the amount of 107 people aged from 18 to 22 years old, enrolled in bachelor's programs in technical and humanitarian areas of training. The data obtained in the course of the study on a number of parameters: the emotional component of subjective well-being, the level of socio-psychological adaptability, strategies of stress-coping behavior, such components of resilience as involvement, control, risk taking, made it possible to carry out a correlation analysis, draw interesting conclusions, outline the prospects for further studying the problem.

The article substantiates the point that deontologization of culture as a process of collapse of principal value foundations resulted in the absence of stable worldview guidelines and in the establishment of principles of relativism and pluralism. Cultivation of an unlimited choice in the absence of a value-semantic hierarchy, which is characteristic of the Western European culture organized around mass consumption, has led to the inability to create stable identification models. As a result, one of the main problems of contemporary society has become the loss of a stable, holistic identity by a person. The instability of existence, the loss of valuesemantic foundations assigned a task of constant self-construction of identity to a person. The principle of consumption as the dominant feature of modern times characterizes an individual lifestyle of a person. In the process of the historical transition to a consumer society, the source of identity formation shifted from the labour sphere to the sphere of consumption, leisure, entertainment. Self-identification of a person is closely related to consumerism. To a large extent, identity began to be determined by the consumer role rather than the class affiliation. As a result, consumption has become one of the main sources of self-identity. In consumer culture, identity is deprived of a fixed centre and appears as an infinitely transformed, mobile thing shifting into the sphere of individual needs and desires; conscious feeling of oneself as a holistic identity becomes unclaimed. The ideology of consumption determines the lifestyle, preferences and character of a person. The media, which are the main identification tools in modern popular culture, offer models and patterns of behaviour that contribute to the formation of a consumer engaged in the search for the quality of his/her individual life.