Introduction. The article examines the problem of cognitive markers of personal behavior in the digital environment, including frames and representations. The author proposes an analysis of the research results, which was implemented in two stages. At the first stage, groups with different levels of activity in the digital environment are identified, including high, medium and low. At the second stage, a study of respondents’ self-reports using content analysis and a study of respondents’ cognitive frames using frame analysis were carried out. A statistical analysis of the results obtained is proposed to objectify scientific research.

Materials and Methods. The main research methods are analysis of literature on the research problem; author's research questionnaire to study the level of individual activity in the digital environment; content analysis of user self-reports to identify the main cognitive representations associated with the digital environment; Frame analysis of user self-reports to identify dominant cognitive frames.

Results. The study obtained reliable results of the study of cognitive frames and representations of respondents with low, medium and high levels of digital activity. It was revealed that respondents with a high level of digital activity are characterized by a representation of the digital environment as multimodal, effective (useful, necessary) and necessary (like air). In turn, respondents with average and low levels of activity in the digital environment are characterized by a representation of the digital environment as unsafe, as well as a predominance of cognitive frames of recreation, negative influence and uncertainty.

Discussion. The study revealed atypical indicators of users with different levels of digital activity: among the group of respondents with a high level of digital activity – representations of the digital environment as demanding and safe, the dominance of frames of negative influence and insecurity; among the group with an average level of digital activity – the representation of the digital environment as multimodal, effective and necessary, the dominance of opportunity frames; among the group with a low level of digital activity – the representation of the digital environment as multimodal, effective, necessary and demanding, the dominance of compensation frames. Such results suggested the existence of stages of a person’s entry into the digital environment.

Conclusion. Differences in indicators of cognitive frames and representations were established among respondents with low, medium and high levels of digital activity. The results obtained reveal the features of interaction between the personality of a digital user and the digital environment and make it possible to clarify the role of individual psychological characteristics in the organization of behavior in the digital environment. In addition, the conducted research can be the basis for subsequent study of markers of personality behavior in the digital environment.

One of the significant cognitive markers of behavior in the digital environment are representations and frames that influence the formation of the image of this environment in the cognitive structure of the digital user’s personality;

There are differences between groups of digital users with low, high and average levels of digital activity in terms of cognitive representations and frames.

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