Real and virtual worlds — is a false dichotomy between the “real” world (the world of physical space and presence) and the virtual world, generated by the Internet. Usually used as a rhetorical technique to draw a distinction between real events and the imaginary worlds, and network interactions which, in their turn, are considered by the speaker to be less important or less “real”.

The term IRL (In Real Life) — means “in the real world”, i.e. not on the Internet. The division between the real and virtual worlds is a serious methodology mistake. When we try to invent such division, we face a number of invincible obstacles. How to put up with the fact that virtuality is often a sequential superstructure of the reality? In what world does the augmented reality have its home? To be continued.

The opposition which is conjured up in mind must ascend to the contrast “genuine — fictitious”, which was strongly influenced by the Marxism concept of false consciousness.

From a methodological point of view, it would be more correct to talk about the complexity of online and offline, and about the new digital experience for a person, rather than about two different worlds. Almost all spheres of human life are presented both online and offline: shopping, finances, network of friends, etc. From this point of view, the Internet is augmented reality, expansion, additional layer that is a full-fledged part of reality.

It can be assumed that on the mundane level the concept of division into two worlds has arisen in the users’ minds when the Internet was accessible only through a desktop computer, which, in fact, acted as a portal in virtuality. All the rest of the time person was in a kind of the physical real world.

Hence comes the term AFK (Away From Keyboard). It is an acronym, meaning that the person is not in front of a computer. The term faded into insignificance with the spread of mobile Internet. Now person is online actually anytime and anywhere.

There is no Internet

The presence of such opposition in the minds of users is far from harmless. Such a method to define the object domain breaks the link between politics, economics and technological sphere. Journalist Evgeny Morozov notes, that as soon as you come across the statements like “this device is a great thing because it represents a major breakthrough in technological progress”, it is a signal that you are forced to think in “tag categories” and seal the problem. The Internet in this form appears to be the reality out of reach, something which is taken as given, that we are unable to influence and regulate. It worth reminding yourself sometimes that there is no Internet. There are separate services and IT-companies, lobbying for their interests. Wires, servers, all of this are parts of the physical world, of our economy and politics. It’s definitely much easier not to rise to political discourse, and to narrow everything down to “the Internet” and “technological innovations”.


Freedom from the Net as the new luxury — in modern society the ability to disconnect from the Internet is perceived as one of the elements of luxury life.

For many people their work and communication are so closely connected to the Internet that they just can’t take the liberty to disconnect from the Net. If earlier participation in the Network used to be our opportunity, now it becomes our duty. Unplugging may bring about information poverty, which in turn will lead to the financial poverty. Life out of the Net is affordable only to the very rich people, or to the outcast and freaks living out of society.

The fact that disconnection is perceived as an article of luxury is underpinned by the semiotic analysis of luxury brands advertising. It is not a common practice to show people burying themselves in their phones in the commercials which emphasize the status, independence, elitism and exclusivity. Advertising heroes either enjoy high quality stuff, bright feelings, communication, world exploration, or practice introspection. And you won’t find any virtuality or techno addiction. And if one man with the phone in his hand seems to be just self-sufficient, the people in a group staring at their phones without blinking seem to keep aloof from each other. Virtual world will have enough room for everyone who lacks skills or money to savour physical reality.

The luxury attributes are freedom and independence. Technical devices may be perceived as a bandage, which is put on to bounce back the injured human, to recover their abilities. Like De Daumier-Smith’s in his Blue Period, when we personally face this bandage, it flashes on us that human has such an imperfect nature.


Jealousy and social networks — a painful reaction to the information found in social networks. This reaction pushes users to spy virtually on their partners and to worry about each “like” or comment made by the virtual friends on the page of their significant other.

Social network is full of rumors, gossips, peeking and jealousy. People are eager to be totally aware of their close person’s life: his or her works, contacts, behaviour. Users often visit the social network pages of their partners to monitor their behaviour. The points that a person scatters their attention over, are well- structured: here’s the photo, that’s the wall, here you have the message from other people. User wants to catch everything in a flash, but the essence of perception is such that human’s eye can’t embrace the whole picture. Person breaks into points-trotting adventure that creates the illusion of control, which deludes us into false feelings that we see the personality in its entirety.

Man may not like the fact that someone else is interacting with his partner. If someone has sent a song on his girlfriend’s wall, this can be interpreted as the fact that there are invisible points of contact with this person. She may feel the utmost pleasure there or go through such emotional experiences that she lacks with her partner. Often these speculations are just fantasies and illusions. Thinking in such a way can infuriate a person and drive him to a state of anxiety that he would have never fell into if had stayed cool-headed and hadn’t evincesd his morbid curiosity.

The only advice that can be given is to have a candid conversation and cut down on the page visits.


The “Digital Vocabulary” is a unique project. Nowadays, a great many write about technology’s impact on mankind (I’ve read almost everything of that, therefore my judgement can be called authoritative), but only Alex and Dmitry could comprehend, make it loud and simple, show it from an unexpected point of view, bring in their own insights and create a fabulous in its depth analytical portal, which considers all the aspects of the homo digitalis life. It is remarkable that both voluntarily Internet-addicted and committed techno luddites and media ascetics would find a lot of exciting things. Highly recommended to all fans of pushing the boundaries of reality: “Digital Vocabulary” provides a detailed 3D-model of the digital world and tools to its contemplation.

Irina Gusinskaya
Deputy Editor-in-Chief, Head of Interactive Publishing at Alpina Publisher

Our most precious, irreplaceable resource is our time. For me personally, books are one of the wisest ways we can invest that time. A book is the direct transfer, mind to mind, of the thoughts of another human being. Today, we are assailed by a thousand distractions every hour, as various sources of information compete for our attention. Those of us who grew up in the pre-Internet era know the slow time experience of immersion in a powerful or moving book. And when we switch our attention to Facebook, or Reddit, or any of a million and one other potential distractions, we are losing our time to an insidious digital addiction.

The shallow accretions of Internet data doses are finely tuned to captivate our attention, titillating our minds with illusory promises of satisfaction which can never be fulfilled except by more of the same, in an endless cycle of meme, news flash and tawdry ‘human interest’ stories, optimized with click-bait headlines. What we gain in content, we lose in meaning.

We are also losing our privacy, our innocence and most importantly, we are losing the ability to think deeply about important subjects. As long as we embrace too-easy gratification, we will continue to remain in thrall to the digital domination of instant information. I am concerned that human beings are subjecting themselves to a new way to trigger neuro-chemical changes in our brains, that may ultimately lead to a decline in the quality of our human relationships.

I therefore advocate and support the message of entering slow time. Take a hike in nature. Disconnect from the constant digital flood. Interact with your friends. Share a meal together. Switch off from every external distraction, and embrace the flow of life beyond the digital fix. Your future may depend upon it.

Paul Gillingwater
Journalist & Filmmaker. Managing Editor at The Local Austria

There is hardly anything more natural to a man than attempts to understand themselves. Every day we think over our behavior, analyze feelings and motives. Technologies are a part of our lives — the further, the greater their impact. It means that our condition, relationships with close ones, friends and colleagues also depend on new world structure. The “Digital Vocabulary” project, laid-back, by dint of observations and researches explains where we have come to, where we are going to, and why everything is the way it is. In other words, it gives meaningfulness to our actions.

Anastasia Chernikova
IT Journalist, Editor at Hopes & Fears

It’s about time someone(s) put together a GPS for navigating the digital gadget landscape. And Alex and Dmitriy have succeeded in this wonderfully! More than a dictionary of terms that only a geek could love, this vocabulary introduces and explains key terms in both their technical and cultural significance. Moreover there are highlighted key sentences in each section for those who have only an “Internet minute” to cover the material.

Tom Mahon
Technology Publicist, Journalist and Activist
Author “Charged Bodies: People, Power, and Paradox in Silicon Valley”

I’m getting old, the twinkle in my stardust is fading like a birthday candle. I remember the time when a friend told me about a lecture he’d just attended, it was a time with no personal computers and no mobile phones – yes, such a time actually existed, I was born in that time. My friend told me that the lecturer had said “In the future, there will be two kinds of people, technocrats and technopeasants,” Well, here we are in the future (a future sadly bereft of hover scooters) and I guess that prophetic lecturer was right. I had chosen to be on the side of the technopeasants because I figured that the world of theatre, “to which I am shackled like a boozer to his bottle, a dogged gambler to his game…” would not be impinged upon by the technological revolution. Well, I was wrong and the reason I was wrong is because the technological revolution has gotten rid of the actor and replaced him with an uber-marionette of cosmic proportions – it has changed the mind of man – it may be that we are no longer able to “hold a mirror up to nature” as creative artists but that the quantum and intra worlds of meta-linguistics are actually dragging us by the ego into the whirlpool of narcissism, where we are being devoured by vicious metal sharks and turned into bloody chum – until that is the human voices of digital detox wake us, “and we drown.”

Martin Cooke
Artistic Director, English Actors International

The Digital Vocabulary Project is a nuanced perspective to how we, digital media practitioners and theorists look at the digital landscape. The Internet of Things and Big Data have massively revolutionized our lives in profound ways. These technological and structurally changes to our personal and professional lives, has brought about social, cultural and political implications. This nuanced perspective is what project presents to its readers. As a marketing communications professional I have seen numerous studies and analyses written about how the digital revolution is and will continue to create tremendous economic opportunities for brands and marketers. I have also heard perspectives on how consumer behavior is greatly influenced through these advancements in technology. But what Alex and Dmitriy bring to the table is a psychological and sociological perspective to these changes. The Digital Vocabulary Project zeros in on the central theme of digital anthropology — which is increasingly important in this day and age, as we progress into an even more technologically advanced world.

Florent D’Souza
Consultant. Aspiring entrepreneur. Strategist. Marketing communications professional. Polymath.

“Digital Vocabulary” is an extremely time-sensitive project. A few years ago, warnings regarding new technologies could be considered far-fetched. However, today we understand that the principle “I’ll turn it off if I please” no longer works: technology has been long now deciding when it is time to switch us on and off — by operating cycles, TV-program schedules, alarm clocks in smartphones, mobile apps, games and wearable devices. An important thing is that operational guidelines go hand-in-hand with theory. Thus, it allows not only to adapt to the prevailing conditions but also to suggest how the situation will develop further. And then, apparently, the next initiative by “Digital Vocabulary” authors will be required — new technologies and social changes are not long in coming.

Anton Gumenskiy
Media Researcher, Lecturer Theory of Communication Faculty of International Journalism at MGIMO
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