The paradigm shift in intercultural communication in digital space

Rostov State Transport University (RSTU), Rostovskogo Strelkovogo Polka Narodnogo Opolcheniya Sq., 2, Rostov-on-Don, 344038, Russia

^* Corresponding author : cherkasovaln@yandex.ru

Abstract

The paradigm of intercultural communication has changed its vector orientation in a period of digital space expansion. Previously existing behavioral patterns, which included basic components, have led to the emergence of new behavioral patterns through the development of high-tech production, the media industry and media space. The functional approach made it possible to identify the strengths and weaknesses of digitization, the specifics of communication space in the spheres of science, technology and education and to predict possible changes in intercultural communication on the basis of the developing digital platform. The standardization and unification of digital space, which have penetrated all spheres of human activity, have revealed opportunities for improving digital content and its knowledge component. The study reflects the features of implementation and functioning of high-tech digital equipment in the education system, which is a basic component for the formation of the man of a new generation, capable of living in digital space, managing this space, finding creative solutions and creating opportunities for further development of society. Digitization changes social consciousness completely, intensifies the gap between the older and the younger generation, but this process is inevitable, as it opens up prospects for the development of the world community and forms conditions for its unification and improvement.