PROFESSIONAL ETHICS OF FORMATION AND REPRESENTATION OF THE DIGITAL IMAGE OF A PRACTICAL PSYCHOLOGIST IN THE CONDITIONS OF DIGITALIZATION OF SOCIETY

Abstract

A theoretical generalization of the ethical foundations underlying the formation and representation of the digital image of a practicing psychologist under conditions of the digitalization of society, namely: clarifying the essence of the concept of «digital image of a psychologist» and its structural components; systematizing the typical ethical risks arising in the process of a specialist's digital self-presentation; substantiating the principles of the ethically responsible formation of a psychologist's digital image; and developing practice-oriented recommendations for specialists and institutions of professional training. Methodology. Analysis, synthesis, and systematization of scholarly publications; comparative analysis of ethical codes and guidelines concerning digital formats of psychological practice; categorical analysis of the concepts of «image», «digital image», and «professional ethics». Scientific novelty. The components of a psychologist's digital image (content-related, communicative, visual, and reputational) are identified; the risks of digital self-presentation are systematized (breaches of confidentiality, dual relationships, pseudoscientific content, the blurring of boundaries between personal and professional spheres, and the commercialization of trust); for the first time, a model of an ethically responsible digital image is proposed, grounded in the principles of authenticity, informed consent, competence, and digital hygiene; practical guidelines for institutions training psychologists and for professional associations are also identified. Conclusions. A psychologist's digital image requires separate ethical regulation that complements classical deontological codes with norms of digital interaction, and the training of psychologists should cultivate skills of reflective and ethically balanced digital self-presentation