Silvia Petrova, Chief Asst. Prof.

The text focuses on the concept of lifestyle and the contemporary techniques for its construction. It traces the transition from Anthony Giddens’ concept of lifestyle (based on the reflective project of the Self) to the new forms of constructing the project for oneself with the help of the Internet and new technologies. The digital individuality is experienced as a fiction – everyone wants to be different, precisely because everyone is the same. At the same time, however, the search for uniqueness is achieved only through familiar, infinitely repeated forms. Today’s lifestyle is inevitably a combination of real and virtual elements, in which novelty is achieved through constant repetition and “improvement“ of what already exists.