Аннотация: Currently, products/technologies/platforms of the digital economy are more and more widely used in almost all sectors of the Russian economy. In addition, the activity of their use in everyday life is actually growing daily. These processes are accompanied by a rapid increase in the number of users of various products of the digital economy. Naturally, each specific user or their group forms their own specific social ideas about a particular product/technology/platform of the digital economy. This phenomenon of digital reality is not yet fully represented in the studies of scientists and economists, which confirms the relevance of this article. The main goal of the study is to develop a new methodological approach that allows to identify and analyze social ideas about products/technologies/platforms of the digital economy, taking into account the skills of their safe use by different groups of users. The subject of this study is the substantiation of a new methodological approach to identifying the social perceptions of users about products/technologies/platforms of the digital economy. The object of this study is the development of tools for identifying social perceptions of users about products/technologies/platforms of the digital economy. The methodological basis of the research was the questioning of various groups of users and the processing of the survey results. In addition, the paper substantiates the use of ranking scales, the method of subjective explication and the method of subjective definitions. The novelty of the research lies in the adaptation of a number of well-known provisions of the theory of social representations in relation to users of products /technologies/platforms of the digital economy in their production and household activities. As a result of the study, a new methodological approach was developed that will allow us to identify social representations of different user groups about products/technologies/platforms of the digital economy and analyze the features of their formation.
Ключевые слова: products/technologies/platforms of the digital economy, users, social representations, methodological approach, tools.