The article presents the results of the second stage of the research project, which involves the development of a methodology for the automated analysis of digital social identity based on the VKontakte social network, as well as the search for the relationship between the visual component of the social profile and the psychological characteristics of the respondents. In the course of the study, a comparative analysis of the tools based on the use of machine learning technologies was carried out for the automated analysis of text and visual data, which form the basis of the information image of social identity. Using cluster analysis, strategies for building visual identity were identified. To identify digital factors that mediate the formation of social identity, we used a correlation analysis of the data obtained using automated analysis of graphic data and the results of psychodiagnostic research. Strategies for building visual identity have formed multiple relationships with the psychological characteristics of users. Based on the obtained relationships, a conclusion was drawn about the wide possibilities of an automated analysis of digital social identity.

parser, automated data processing tools, psychosocial paradigm, social networks, social identity

Nizomutdinov Boris Abdullochonovich,  ,  orcid.org/0000-0002-4090-9564,  ITMO University

Uglova Anna Borisovna,  ,  orcid.org/0000-0002-8072-0539,  Herzen University

Tropnikov Aleksandr Sergeevich,  ,  orcid.org/0000-0002-4179-536X,  ITMO University