The Digital World in Narratives “predictive analytics”

Abstract

The article attempts to methodologically understand the controversial area of “predictive analytics”. The author conducts a critical analysis of this methodological approach. The essence of “predictive analytics” and the limitations of this approach as a narrative of the modern digital world are shown. A number of conclusions are made, including the risks of losing individuality, connections with the real socio-cultural environment; the emergence of new types of dependence and subordination; understanding the prospects for constituting the subjectivity of actors of social action and communication. The author of the article puts forward the thesis that the discourse of communicative rationality corresponds to the symbolic mechanisms of identification relevant to modern transformations of identity