Development Of Communicative Competencies Through Innovative Technologies (Based On The Travelogue Genre)

Abstract

The article covers the peculiarities of training in communicative competencies through such technologies as virtual and augmented reality. The travelogue genre is cited as an example. It offers a description of the research that focuses on the evolutionary dynamics of the travelogue genre both in international and national genre studies. Russian research literature has a tendency to substitute the term "travelogue" for terms such as "travel notes", "travel journal", "wanderings" and "globetrotting". Furthermore, the travelogue is considered as an advertising genre in the tourism industry which constitutes a polycode text combining both visual and verbal components and performs a marketing, communicative, axiological and aesthetic function. The goal of the research is to analyze the peculiarities of training in communicative competencies through the technologies of virtual and augmented reality. The travelogue genre serves as an example. The subject is part of the curriculum for bachelor students majoring in "Public Relations" and "Tourism". Digital and VR AR technologies lead to the transformation of the customary communicative pattern, and the role of non-verbal components is increased. The focus shifts to visual thinking and sensory perception of information while the role of the verbal component is reduced. Of important theoretical significance is the research into the interaction between verbal and non-verbal components in the advertising text. The combination and skillful use of heterogeneous codes contribute to the achievement of the chief goal and ensure coherence and integrity of the text in the context of integrated communication.