The problem of communication has always been in the center of attention of philosophers. Today it became of current interest because the world is changing and becoming very complicated. Human's position in the world is unstable and it is becoming difficult to survive in a total communication. Virtual communication "displaces" real "meeting" I and Thou. Media just complicate existing structures of communication. In this turbulent world the younger generation (Digital Natives) still needs mentors which are able to direct their intuition and energy in creative direction, to create a sphere of dialogue, to cultivate harmonious personalities. Communication is the substance of human existence, but in the discourse of the media features of communication complicated, they take the nature of rhizome, become chaotic. At the same time human can establish harmony with the outside world and him-(or her-) self. But he (or she) can't overcome the effects of the media (the acceleration of information; the simplification of information; the likening of information; the "dissolution" of person) alone. Therefore, finding ways to harmonize communication in the era of networked media becomes the priority. That is why the main result of the study is identifying requirements of communication which can help human to find announced harmony.

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Under the influence of the values of Western European civilization, the life of contemporary human has been gradually shifted from the supremacy of the practices of material consumption to the practices of self-realization. It is interesting to understand the phenomenon of brand, which goes beyond researches in economics and marketing (D. Aaker, J. Trout and D. Ogilvy). Brand is able not only to take away the individual's world but also helps the individual to stand out, to overcome the ordinary life through brand’s universality which contributes to the establishment of mutual understanding between people. Philosophical anthropology and its theories by H. Marcuse, J. Ortega y Gasset or E. Fromm can become the basis for a new interpretation of brand as a socio-cultural phenomenon that plays a significant role in the human everyday life. The authors substantiate the thesis that brand and human-brand, in particular, can be tools of assembly and can be used as a reference for other people, can overcome the crisis of the identity of modern human.

Технико-технологические трансформации внешнего мира (интенсивное развитие устройств мобильной связи, высокоскоростных коммуникационных технологий) оказывают значительное влияние на существование человека. При помощи технологий человек создал для себя альтернативную природе цифровую реальность, общение в которой дополняет непосредственное общение в мире реальном. Пандемия COVID-19 резко изменила привычный образ жизни людей в глобальном мире и сократила возможности для непосредственного общения. Обострилась проблема одиночества и возможностей его компенсации. В условиях пандемии изменился статус сетевого общения: из дополняющего оно стало основным, а в некоторых случаях и единственным вариантом общения. В статье анализируются возможности компенсаторного общения в сети, посредством которого восполняются коммуникативные потребности человека, ограниченные в условиях пандемии. Представлен антиномический подход к общению как одновременно единению и обособлению. Общение понимается как необходимое условие полноценного человеческого существования. Представлена идея компенсаторного общения, того варианта общения, который дает человеку возможность преодолеть одиночество, способствует формированию новых социальных навыков, развитию личности. Новые средства коммуникации способствуют реализации компенсаторного общения в сети. Онлайн-коммуникация, опосредованная техническими средствами, позволяет преодолеть расстояние, политические, языковые и культурные границы. Примером сетевого общения является общение геймеров в массовой многопользовательской онлайн-игре (ММО) EVE Online. Пользователи онлайн-игр создают свои миры, вселенные. Эти онлайн-вселенные виртуальные, не ирреальные; они позволяют трансформировать характер привычного времяпровождения геймера (декомпенсация и аддикция) в «полигон» для развития социальных навыков, гармонизирующих бытие человека в мире офлайн. Аудитория EVE Online – геймеры, которые подключаются к игре в поисках реального общения, с целью преодоления «пандемии» одиночества. Совместная онлайн-деятельность геймеров становится поводом для общения в форме прямой компенсации, восполняющей дефицит общения с другими в своеобразном «кружке по интересам». Переживание экзистенциального опыта запускает процесс деанонимизации геймера. Результатом общения геймеров на примере EVE Online становятся партнерские, дружеские отношения, выходящие за пределы виртуального мира ММО. The COVID-19 pandemic has shown that the problem of human loneliness in the modern world is more relevant than ever. Restrictions on movement and quarantines have become an obstacle to direct communication. The threat of infection has become a factor in the spread of the “loneliness pandemic”. Communication between people through high-speed communication technologies has become the most appropriate way to maintain working and other relations. The status of online communication has changed. Online communication has become a complementary one. Through the development of high-speed communications, a person has created virtual reality, which has become an alternative to a natural one. Online communication is virtual communication, not surreal. Online communication allows a person to compensate for the negative consequences of their loneliness in conditions of limitation or impossibility of offline communications. The authors of the article analyze the possibilities of compensatory communication in the online format. The essence of compensatory communication lies in the fact that it allows a person to overcome loneliness, form new social skills, and realize opportunities for self-development. The philosophical view of communication is revealed based on the antinomic approach. The antinomic approach presents communication as unity and separation at the same time. The authors argue that communication is a prerequisite for a full-fledged human being. Online communications allow communication to overcome various restrictions, such as border closures, isolation, quarantine. An important type of online communication is the communication of gamers in the virtual universes of massively multiplayer online games (MMOs). EVE Online is an example of such a game. Gamers engage in real interaction in the virtual world of the game. The virtual worlds of games become proving grounds for the development and preservation of social skills. EVE Online’s audience is people who came to the virtual world for real communication. Joint gaming activities compensate for the communication gap between gamers. They have a joint existential experience, so communication of interests transforms into overcompensation. Establishing trusting relationships contributes to gamers’ de-anonymization. Partnerships and friendships that started online go beyond the virtual world of the game into the real world. The authors of the article conclude that loneliness can be overcome to a large extent with the help of online communications, provided that such communications are authentic.

Introduction. The subjects and actors of social re- ality have entered the digital age. This is expressed at several levels: first of all, in objects and technol- ogy, also at the level of everyday life of a modern person and social groups and worldview in general. A philosopher, like no one else, is capable of seeing such transformations and their subsequent reflec- tion. This reflection is carried out simultaneously in the bosom of classical social and humanitarian disciplines, including philosophy, sociology, cultural studies, for example, and in the space of new areas of scientific knowledge. Such a new discipline, the focus of which is digital, is digital anthropology. The article presents a summary of the speeches of the leading speakers of the methodological school “Digital Anthropology: Theoretical and Applied As- pects”, which took place in May 2022 at South Ural State University. The purpose of the article is to identify and to analyze possible directions of philosophical reflec- tion of the digital in the context of conceptualizing digital anthropology. Methods. The study is based on general scientific methods, analysis and synthesis, induction, deduc- tion, abstraction. The analysis of the speeches of the speakers of the methodological school “Digital Anthropology: Theoretical and Applied Aspects” was carried out primarily on the basis of the interpreta- tion method and systematic approach. Scientific novelty of the study. The article pre- sents specific steps in building a discourse about digital through analyzing the speeches by Russian philosophers and their subsequent discussion within the framework of the work of the methodo- logical school “Digital Anthropology: Theoretical and Applied Aspects”. Results. The exposition of speeches within the framework of the methodological section varied thematically from the ontological, anthropological and axiological aspects of digitalization to specific cases of Internet Studies. As part of the work of the methodological school, the following topics were presented: “The problem of values in digital culture” (Yury Yu. Vetutnev), “Impact content in social media” (Sophia V. Tikhonova), “Construction of ideas about the past in social media” (Denis S. Artamonov), “Repost and like as “alternatives” to traditional scientometrics” (Elena E. Chebo- tareva), “Value-semantic dimension of subjectivity: opportunities and threats of the digital society” (Sergey V. Borisov), “Digital literacy in conditions of surveillance capitalism and Network-centric war- fare” (Kirill E. Rezvushkin), “Feature films and digital technologies: the future of one illusion” (Taras A. Varkhotov). Conclusion. In the work of the methodological school, a wide range of problems related to digital everyday life was identified. These problems actual- ize the axiological, social, anthropological optics of research. All participants of the school showed from different perspectives that new tasks arose for philosophy to comprehend and conceptualize the changing reality. The philosopher, living in the digital space, is able to reflect on the digital and build a discourse about it. In our opinion, the con- cept of digital anthropology claims to take the place of such a discourse.