author: Kuzomеnska Lidiya
Urgency of the research. Communication involves the transfer of information and the exchange of information in various forms, through various channels and technologies. Communication forms the basis of human consciousness, cognition and social life in general. The essence of the person is largely generated and reflected on the level of communication, outside of which the substantive signs of the person are blurred, inexpressive.
Target setting. One of the major problematic epicenters of modernity in general and communicative practices, in particular, is the accelerated erosion of identity as a set of essential personality traits. In addition, the problematic aspect is the dynamization of the improvement of technologies for the manipulative influence on the public consciousness.
Actual scientific researches and issues analysis. The philosophical analysis of various levels and subject branches of a consumer society was carried out by Z. Bauman, ZH. Bodriiiar, H. Debor, F. Dzheimison. The problems of consumerism in their scientific works were covered by S. Moscovici and R. Harre, of anti-consumerism by G. Marcuse, E. Potter, N. Klein, of advertising, branding and rebranding by G. Armstrong, F. Kotler, J. Rossiter.
The research objective. The information picture of modernity is extremely diverse and multidimensional. Effective functioning within the framework of this communicative space is possible provided that the level of communicative culture is permanently increased.
The statement of basic materials. The dynamics of social processes have always been substantially determined by the level, efficiency, and peculiarities of communicative interaction between people. The reason for the communication difficulties that arise when people communicate in a culturally heterogeneous society is in such characteristics of speech as intonation, rhythm, choice of lexical, phonetic and syntactic options.
Conclusions. One of the important aspects of the communicative horizon of modernity is that although the factors of intonation, rhythm, choice of lexical, phonetic and syntactic options influence the expressive qualities of information and not its semantic and informative parameters. However, studies of interracial and inter-ethnic situations prove that it is these language differences that determine the foundation of misunderstanding, leading to the emergence and agreement at the level of latent and everyday practices that racial and ethnic stereotypes are exposed to.
Keywords: communicative horizon, linguistic reality, communicative culture, information society, information entropy, identity crisis, virtualization.
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