Abstract. The article deals with the problem of anthropological crisis in the perspective of the theory of cognitive capitalism, which establishes direct relationship between the activation of crisis phenomena and the perception of the individual as a bearer of "human capital". Capitalization of a person is the next stage of his/her economic and social alienation, since the personality is reduced exclusively to a set of economically profitable and demanded skills and abilities. Diagnosis of anthropological crisis should be complemented by taking into account the specificity of digital reality and its influence on the structure of the society and the trajectory of social interactions.
Key words and phrases: когнитивный капитализм, человеческий капитал, цифровое неравенство, отчуждение, личность, неофеодализм, cognitive capitalism, human capital, digital inequality, alienation, personality, neo-feudalism