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.
Highlights
The general transformations of modern culture require the review of established relationships and identification of cultural trends that produce qualitatively different forms of its functioning
Digitalization is a process of systematization, use and processing of information in digital format
Digitalization is the reorganization of processes through automation and digital communication
Summary
The general transformations of modern culture require the review of established relationships and identification of cultural trends that produce qualitatively different forms of its functioning. Considering the rapid development of ongoing processes and the importance of understanding the various technological impacts, including digitalization, both on culture in general and on the communication transformation, we believe that this issue is relevant and needs further research. If in the classical versions the modernization efficiency was derived almost exclusively from the economic growth, the important role of values, meanings and cultural codes is recognized; it focuses on the creative use of local, even archaic, traditions, etc This is the radical rethinking of the cultural approach in the research, "not as a reconstruction of culture, but as the determination by culture" (Kislyuk, 2011). In our research, we will consider the "communication" as the process of information exchange and social interaction in various spheres of human life. "Digitalization" will be defined as the process of systematization, use, processing of information in digital format, as well as the indication of changes in all spheres of public life that are associated with the use of information and digital technologies, including communication
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