DIGITAL CULTURE: SOCIAL ESSENCE AND COMMUNICATIONAL CONSTITUENTS

Abstract

The purpose of the work is to study the concept of digital culture, scientifically substantiate and analyze its basic components. Methodology. The research uses general scientific methods of comparison, analysis and synthesis, namely: in the process of working out the domestic and foreign source base on the formation and development of digital culture, with the empirical comparison of scientific approaches for the separation of components of digital culture. Scien-tific novelty consists in the analysis of the concept of “digital culture” as a mass phenomenon, its components and mani-festations on the basis of analysis of domestic and foreign experience. Conclusions. Today's digital culture is becoming a factor that increasingly affects social and professional mobility and as a result significantly changes the behavior model of the modern generation. Digital technologies development coses transformations in traditional cultural areas, which leads to a change in the social outlook and a revaluation of values. The term “digital culture” may have a slightly different load: in the context of professional activity, it often refers to the ability of a person to apply their digital knowledge and skills (competencies); in the context of everyday communication it means a harmonious combination of the digital world and classical approaches to understanding the culture of behavior.