FORMATION OF CRITICAL ALGORITHMIC COMPETENCE AND UX-ORIENTED SELF-PRESENTATION OF FUTURE DESIGNERS IN THE PLATFORM ECONOMY

Abstract

Summary. The transformation of graphic design in the context of algorithmic capitalism and the platform economy necessitates a rethinking of the professional training of future designers, particularly in relation to their ability to critically engage with algorithmically mediated environments and to construct effective UX-oriented self-presentation. In contemporary digital ecosystems, design operates as a means of visual communication and a mechanism of behavioral influence, shaped by platform infrastructures, data-driven logics, and attention economies. Therefore, the formation of critical algorithmic competence and the ability to design self-presentation strategies in accordance with platform-specific conditions become essential components of professional development.

The article aims to theoretically substantiate the essence and structure of critical algorithmic competence of future designers and to identify the features of UX-oriented self-presentation (personal brand and portfolio) in a digital platform environment.

Methods. To achieve this goal, methods of analysis, systematization, comparison, and theoretical generalization of scientific research in the fields of design studies, digital culture, UX design, and algorithmic literacy were applied. This enabled the conceptualization of critical algorithmic competence and the development of its structural model.

Results. The study defines critical algorithmic competence as an integrative professional ability that includes understanding algorithmic environments, critically analyzing UX mechanisms and visual communication solutions, designing ethically responsible and non-manipulative design products, and adapting content and self-presentation to the logic of algorithmic visibility. A four-component structure of this competence (cognitive, analytical, projective, and ethical) is proposed. It is established that the personal brand of a designer in a platform environment functions as a dynamic performative identity shaped through continuous interaction with algorithms. The portfolio is interpreted as an algorithmically adapted UX product that requires deliberate design of information architecture, user scenarios, and interaction strategies.

Originality. The article develops a theoretical model of critical algorithmic competence of designers and substantiates its role as a key component of professional training in the context of the platform economy. The concept of UX-oriented self-presentation is expanded by interpreting personal branding and portfolio as elements of algorithmically mediated professional activity. A conceptual map of critical algorithmic competence is proposed, allowing it to be understood as a dynamic, multi-level system functioning at the intersection of individual knowledge, professional practices, and platform infrastructures.

Conclusion. The formation of critical algorithmic competence is a necessary condition for preparing future designers to operate in algorithmically governed digital environments. It enables designers to combine technical awareness with critical thinking and ethical responsibility, to resist manipulative practices, and to consciously construct their professional presence in platform ecosystems. The results of the study highlight the need to integrate issues of algorithmic literacy, digital ethics, and UX-oriented self-presentation into the content of higher design education. Prospects for further research include the development of methodological approaches, educational models, and practical tools for fostering this competence, as well as empirical studies on its formation and effectiveness.