WORLD CULTUROLOGICAL TRENDS OF COMMUNICATIONS DEVELOPMENT IN THE CONDITIONS OF DIGITALIZATION

Abstract

The rapid development of modern digital technologies entails an increase in the quantity and quality of changes in the communication system. Digitalization affects the transformation of communication processes, creating new conditions for information exchange, interaction and communication. The aim is to study the modern cultural trends in the communication development in the conditions of digitalization. In order to achieve the goal, the article provides the terminological analysis of the concepts of "communication" and "digitalization", considers the main features and trends of the digitalization process, analyzes the transformation of communication and highlights the features of digitalization in Ukraine. Methodology. The culturological approach was used as the methodological tool of the research, which allowed to carry out scientific analysis of the studied phenomena through cultural determination and provided a panoramic multidimensional view and polysystemic explanation of the essence of cultural trends in the communication in conditions of digitalization. Results. It is concluded that digitalization is the process of systematization, use, processing of information in digital format to optimize, automate, improve communication and increase its productivity. Modern digitalization processes appear as a cultural trend that affects all spheres of human life, has a global character and creates fundamentally new forms and means of communication. On the one hand, there is an optimization and improvement of communication interaction, on the other – there is a commercialization of the communication environment, its pragmatism and rationalization. Value/originality. The analysis of digitalization as a cultural trend is carried out and the essence of its influence on communication in modern culture is revealed. Practical implications. The results of the research are an analysis of communication transformations in the conditions of digitalization in integrity and systematization, which, in our opinion, will complement the theoretical developments on this issue, as well as will help to develop the practical solutions to overcome the consequences of these transformations and will help to determine these changes in the future.

Keywords

• digitalization
• communication
• trend
• digital trend
• technological trend
• communicative design
• transformations
• culture