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The relevance of the research is conditioned by the fact that in the modern world, the global spread of mass communication significantly transforms the traditional systems of people interaction and communication. Publicity comes directly into contact with privacy and transforms it, which leads to a number of contradictions, including ethical ones. The aim of the research is to study the forms of openness and privacy in the Internet space, determined by the context of social networks. As a research method, we used the questionnaire method, which allows us to investigate the motivational, emotional, and behavioral aspects of social openness and privacy in social networks most effectively. The article considers aspects of the relationship between private and public spheres in the Internet space, and identifies the motives for demonstrating private life. It is revealed that modern users believe that posting reliable information about themselves is a safe process. It is determined that the virtual image often broadcasts the social success of the user; event saturation of the user's life; creation of an intellectual and spiritually developed virtual image of the user. It is shown that users primarily associate the placement of private information about themselves with feelings of anticipation and expectation of responses, likes, and comments from other users. It is determined that the presence of an undefined public is perceived as a positive side of social networks. It is revealed that there is a difference between the information that users post about themselves and their life in social networks, and the information that they present about themselves and their life in reality. For the first time, it is shown that users of social networks not only voluntarily refuse privacy, but also produce a simulation of intimacy, filter information provided to social networks. Virtual space is fixated on the production of images that are consumed as a commodity. A number of behavioral changes have been revealed in users: social approval, the desire to demonstrate the brightness and saturation of their lives are of great importance. [ABSTRACT FROM AUTHOR]