IDENTITY FRACTALS: THE STRUCTURE OF MASS CONSCIOUSNESS AND THE CHALLENGES OF INTEGRATION IN AZERBAIJAN

This article proposes a fractal concept of mass consciousness.Based on an interdisciplinary analysis of sociological data and contemporary political narratives, key identity fractals in the Azerbaijani context are identified: language policy, the personification of power and historical memory.It is shown that the digital environment acts as a catalyst and amplifier of these patterns.It is established that the dominance of national identity, low levels of mass reflection and binary thinking are systemic barriers to macroregional integration.The article concludes that overcoming these barriers and transitioning to a positive regional development scenario is possible through the targeted development of mass reflection and the construction of new, integrative identity fractals.