COMMUNICATIVE CULTURE IN THE CONDITIONS OF DIGITALIZATION AND MEDIATIZATION

Abstract

The article aims to explore the effects of digitization and mediatization on the evolution of contemporary society’s communicative culture. The central objectives are to assess the influence of these processes, pinpoint the primary challenges and advantages they present to both individuals and society at large, and propose strategies for enhancing communicative competence within this changing landscape. The article raises the problem of digitization and mediatization, which involves the transformation of various aspects of life into digital formats and the integration of media into social spheres, which shape the ways of communication and interaction of people. By analyzing these trends, the authors seek to shed light on how communication patterns and norms have been impacted into the process of education. Furthermore, the article examines the potential challenges that arise from these processes, such as information overload, privacy concerns, and the spread of misinformation. The article outlines the positive aspects of this process, including increased global connectivity, improved access to information, and the democratization of content creation and distribution. Foreign authors (D. Belshaw, B. Hirsch, G. Creeber, R. Martin, L. Manovich, J. Stommel etc), as well as domestic scientists (V. Bykov, D. Galkin, M. Leshchenko, P. Matyushko, O. Ovcharuk, V. Rebrina, and others) define the categories of “digital literacy”, “digital competence”, “digital culture” and related concepts, determine their structure and specific features associated with the rapid development of modern information and communication technologies. Strategies for fostering effective communication skills, media literacy, critical thinking, and ethical digital behavior are discussed in the given study. By enhancing communicative competence, the article suggests that individuals can better navigate the complexities of digitalization and mediatization, while contributing positively to the broader societal discourse. In summary, the article examines the impact of digitization and mediatization on communicative culture, highlights the problems and opportunities of this process, which aims to provide recommendations for strengthening communicative competence in the context of these transformations, ultimately striving for more effective and appropriate communication in the age of digital technologies.