Objectives:
The article aims to show how ideological polarisation goes beyond conventional political boundaries and permeates various areas of social life. The article uses the category of topos, understood in the dialectical-rhetorical sense (Aristotle) and literary studies (Ernst Robert Curtius), as a tool for analysing the way of argumentation in digital space and the mechanisms of personalising content available to users of online platforms.

Material and methods:
The article uses the philosophical reflection method based on the analysis of the source texts. The theoretical framework is Marshall McLuhan's technological determinism. The article also uses critical studies on the rhetorical-literary studies approach topos, derived from the tradition of Aristotle and Ernst Robert Curtius.

Results:
The analysis proves that internet platforms, thanks to filtering and recommending algorithms, are not a neutral channel of communication but actively influence how users' identities and attitudes are shaped, contributing to the deepening of social polarisation of worldviews. This is revealed by the category of topos, which allows for the recognition of specific rhetorical patterns and schemes for organising content.

Conclusions:
The work focuses on the analysis of the architecture of internet platforms, in particular, the organisation of content by users themselves through the conscious use of repetitive motifs and slogans (memes, hashtags, group codes), as well as mechanisms of algorithmic sorting and personalisation of content. These elements comprise the topical architecture of internet platforms, promoting effective identity identification and conflicts. The indicated mechanisms are illustrated with examples of the topos of conspiracy, awakening and naturalness.