Introduction. The article discusses the features and role of digital media in shaping public and individual consciousness. The main modern trends in the development of digital media and forms of information activities of digital media are analyzed. The positive opportunities of digital media in shaping public outlook are compared with the potential risks of the negative impact of digital media on public consciousness. Methodology and methods. The methods of analytical review of digital media activities, generalization of trends in the development of digital media and critical predictive study of risks associated with the development of digital media are used. Analysis. Digital media are understood as media whose means of distribution are modern network technologies and communications. In modern society, digital media are increasingly competing with traditional media, pushing them to the periphery of the information space. At the same time, a qualitative transformation of the method of presentation and the content of information occurs. The role of visual and multimedia content, which contributes to a more emotional perception of information, increases, audience fragmentation and the formation of «information bubbles». The development of modern digital media is associated with numerous risks of negative impact on audiences using fake and deep fake technologies. A significant risk is associated with the promotion of initiatives and values of marginal socio-cultural subjects who introduce destructive views and an agenda of hatred and disunity. Results. Modern digital media have and are constantly increasing serious potential in the sphere of influence on the integrity of public consciousness. This potential carries both positive opportunities and serious risks of negative impact on public consciousness. All this requires improving legislative regulation in the field of digital media.
