RESEARCH ON THE LEVEL OF NARCISSISM AMONG UKRAINIAN YOUTH: SOCIOCULTURAL FACTORS AND PSYCHOLOGICAL CONSEQUENCES

Abstract

The article explores the phenomenon of narcissism among Ukrainian youth in the context of rapid sociocultural transformations, the digitalization of the communication space, and changes in the value orientations of society. Particular attention is given to the impact of globalization processes, the spread of social networks, and internet culture, which shape new models of self-presentation, influence the reassessment of personal identity, and intensify the pursuit of external validation. In the conditions of the growing role of digital technologies, young people increasingly face information overload, heightened social expectations, and the necessity of constructing an attractive public image, which significantly affects the formation of personal values and behavioral strategies. Sociocultural shifts contribute to the transformation of concepts of success, self-realization, and interpersonal relationships, which, in turn, determine the specific manifestations of narcissistic tendencies among the younger generation.

The aim of the study is to identify the level of narcissistic tendencies, analyze the sociocultural factors influencing their formation, and determine the possible psychological consequences for personal development and interpersonal interaction. The theoretical framework is based on contemporary approaches to understanding the phenomenon of narcissism, considering it in the context of the interaction between personal and social determinants. The empirical research was conducted using psychodiagnostic methods, which made it possible to identify the levels of grandiose and vulnerable narcissism and to trace the correlations between self-esteem, emotional state, quality of interpersonal relationships, and the influence of the digital environment.

Special attention is paid to the role of social media, online platforms, and information flows in shaping new models of self-presentation, constructing ideals of success, and enhancing the desire for external approval. The findings indicate that excessive focus on public image and dependence on external evaluation contribute to increased anxiety, emotional burnout, and depressive symptoms, as well as complicate the establishment of deep interpersonal connections.

The obtained results can be applied in practical psychology, particularly for the development of preventive, diagnostic, and corrective programs aimed at strengthening the psychological well-being of Ukrainian youth and fostering healthy strategies of self-presentation and self-esteem in the context of modern social challenges. The practical significance of the research lies in its applicability for psychologists, psychotherapists, educators, and social workers to enhance the psychological resilience of the younger generation and prevent the development of destructive narcissistic tendencies.