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author: Lidiya Kuzomenska


Urgency of the research. Each human community is precisely communicative: its existence and daily life are impossible without communicating in the form of an exchange of thoughts, feelings and intentions, that is, without communication, which requires a certain system of signs - language. Language and communication have distinct signs of an integrative mechanism: they combine sociocultural diversity in action homogeneity based on semantic conventionalism.

Target setting. It lies in the essential conditionality of communicative effectiveness by factor of sociocultural realities. Moreover, not only the difference in sociocultural environments, but their specific historical status quo is important for the prospects of communicative effectiveness: that is, even if we are talking about the sociocultural realities of the same society, but different time periods, the determinative influence of these determinants to the communicative sphere is significantly different.

Actual scientific researches and issues analysis. The scientific heritage which is dedicated to the phenomenon of communication, communicative competence and intercultural communication is presented in the works of H. M. McLuhan, M. Merleau-Ponty, L. Pashko, S. Tulmin, V. Shcherbyna etc.

The research objective. The identification of specific historical differences and sociocultural characteristics of communicative effectiveness, as well as factors having an invariant status for the success of communication and prospects of the increase in communicative skills, acquires priority importance.

The statement of basic materials. The basis of all communicative processes is the language: it is the sign system that provides the communication process and serves as a kind of reservoir from which the communicative culture feeds on. Language is an imperative of communicative activity, communication par excellence. Language is a key means of realizing the communicative potential, namely: at the level of the language post factum and a posteriori, the communicative potential, firstly, acquires expressive content-functional characteristics, and secondly, it realizes itself in practice. Communication is not a simple process of transferring information from a source to a recipient. Its structure is formed by three elements: communication, information and understanding.

Conclusions. Achieving the goal of communicative effectiveness encourages language to take into account sociocultural realities as carefully as possible, since they determine a lot of communicative stereotypes, automatisms and characteristics. And characteristics of sociocultural reality should be regularly updated and assimilated, because even the sociocultural realities of one society in different historical periods of its existence can differ significantly from each other.

Keywords: communicative exchange, communicative efficiency, language as a system of signs, semantic conventionalism, socio- cultural environment, integrative

function.

 

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