The DIVIR project is focused on an interdisciplinary study of digital identities and virtual masks as complex constructions emerging at the intersection of media, culture, society, and the economy. It is based on the assumption that contemporary identities in digital environments are shaped through narrative, visual, and communication strategies that carry tangible social and cultural implications. The research addresses theoretical and empirical gaps in existing studies, which often approach digital identities in a fragmented manner and without integrating different disciplinary perspectives. A particular emphasis is placed on understanding the relationship between self-presentation, audiences, and platform environments in which identities are produced and circulated.
The research methodology is based on a combination of quantitative and qualitative approaches in order to capture the multidimensional nature of digital identities. The quantitative component includes survey research and statistical data analysis aimed at identifying patterns in the perception and consumption of digital personas. The qualitative component encompasses discursive, narrative, and visual analysis of digital content, as well as semi-structured interviews with relevant actors. The methodological framework is further expanded through digital ethnography and the analysis of platform practices, enabling an understanding of the dynamics of presentation, interaction, attention, and visibility.
The project is designed to integrate theoretical insights from multiple fields into a unified analytical framework. The research problem is examined from communicational, philological, sociological, and economic perspectives, with the aim of achieving a deeper understanding of how digital identities are formed, maintained, and utilized in contemporary society, particularly within the context of digital media.
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