The article explores how human thinking patterns and approaches are evolving in the digital age. Thanks to technologization and digitalization a large number of new opportunities, were acquired, but some of them have negative consequences, including: the development of “clip thinking”, the inability to conduct in-depth analysis of incoming information, and the emergence of false knowledge. It is important to understand that it aff ects the formation of worldviews, attitudes and values. Therefore, the study of such social transformations is very important. The authors reveal the prerequisites for the emergence, essence and main criteria of the concept of “clip thinking” as a consequence of digitalization based on the analysis of theoretical and methodological sources, secondary data, and the analysis of primary data obtained as a result of a sociological study (survey). The concepts of outstanding sociologists of the late 20th century and other contemporary scientists became the theoretical and methodological basis of the article. The ideas and theories of J. Baudrillard, N. Carr, W. Lippmann, M. McLuhan, A. Moles, G. Marcuse, E. Toffl er, F. I. Girenok, L. V. Kalashinova, E. A. Braslavskaya and others were analyzed. Empirical data were obtained during the sociological survey. The audience (respondents) were Moscow stu dents over the age of 18 (the representatives of the Zoomer generation). The important result of the research was the author’s defi nition of the concept of “clip thinking” in the context of its sociological understanding. The authors note that in modern Russian socio-humanitarian thought, the defi nition of “clip thinking” is relatively young and poorly studied. That’s why the developed defi nition is so important. The authors have proved that in the context of digitalization of knowledge, clip thinking is an irreversible result. The accompanying processes in the formation of clip thinking are: stereotyping, primitivization, the development of pseudoscientifi c knowledge and post-truth. A signifi cant outcome of the research is the set of recommendations aimed at fostering critical thinking as a means to counteract the negative eff ects of clip thinking.