ETHICAL, CULTURAL AND TECHNOLOGICAL ASPECTS OF INTELLECTUAL PROPERTY PROTECTION IN THE DIGITAL ENVIRONMENT

Abstract

This article examines how ethical norms, cultural attitudes, and technological developments intersect in the modern system of intellectual property protection. The rapid shift toward digital modes of producing and sharing content has altered long-standing assumptions about how copyright should function, often weakening approaches that rely only on formal legal restrictions. As the media sphere adapts to these changes, questions of professional responsibility — such as the accuracy of attribution, transparency of sources, and respect for creative work — become increasingly important. Public perceptions of intellectual labor and the level of media literacy also shape how copyright rules are followed in practice. Particular attention is given to the impact of artificial intelligence, which complicates notions of authorship and accountability when machine-generated material enters circulation. The analysis suggests that current protection strategies are gradually moving away from punitive measures and towards systems designed to prevent misuse through technological and organizational means. In this context, effective copyright protection depends on the coordinated interaction of ethical commitments, cultural practices, and technological capacity.