The research problem refers to the consequences of the 3rd industrial, digital, revolution on society and individuals and their (consumer) identity: digital intergenerational gap, technological dependence, technological influence on the behavior and (consumer) identity of individuals and the authoritarian (demotivational) effects of contemporary consumerism. The research subject is the influence of “high-tech culture”  on society and individuals and their (consumer) identity. The main hypothesis is that the impact of digital civilization and culture on society and individuals and their (consumer) identity is ambivalent (de/-humanistic). The scientific goals are: 1) description of the polyvalent impact of digital civilization and culture and computer communication, as well as technological accessories for communication; 2) understanding the digital generation gap and the analogy between (virtual) social groups: “digital natives” and “digital immigrants”  and “netocrats and consumtary” , as contemporary consumers; 3) scientific explanation of the authoritarian and emancipatory effects of high-tech culture and consumerism on contemporary consumers; 4) scientific prediction of new, digital, slave ownership, as a consequence of the development of robotics within the framework of the 4th industrial revolution. The social goals are: expanding knowledge about digital civilization and culture and 2) pragmatic explanation of the dis-/functional consequences of the 3rd and 4th industrial revolution. Desk research [9; 5] is used as a method of collecting and analyzing data from previous research, along with methods of observation, deduction, induction, abstraction, concretization and synthesis. Results are achieved goals.