COMMUNICATIVE COMPETENCE IN THE CONDITIONS OF DIGITALIZATION AS A CHARACTERISTIC OF THE SUBJECT OF DIGITAL SOCIETY

Communicative competence in the realities of the modern world is one of the basic skills defining not only the structure of the communicative personality of the digital age, but also a meaningful criterion of socialization, social interactivity within society. At present, the society is undergoing an intensive restructuring, not only in terms of system functioning and institutional transformation, but also in terms of way of interaction, which signals the active establishment of a digital society, as a new stage in civilizational development. This reality is due to the acceleration of the development of digital technologies, the implication of digital processes in all areas of public procedure, and the significant impact of digitization on human communication capabilities caused by spreading of communicative area. This article attempts to consider the digital society from social-philosophy way in a communicative point of view at the level of its structural component – the subject and its characteristics of communicative competence.&#x0D; Background. The digital society is an entirely new stage in the development of mankind, and therefore the logical action is to conduct a comprehensive study of it with a view to a thorough, detailed understanding of the essence, structure, properties and characteristics. A study of communication at the level of the subject within a digital society gives an idea of the characteristics of a modern digital society.&#x0D; Purpose. The article considers communication in a digital society from the point of view of analysis of its producers - individual subjects developing the skills of formation of communicative acts of a new type in a virtual – digital environment, namely communicative competence in digital communication.&#x0D; Materials and Methods. A number of research papers on the theory of digital society, the identification of its basic properties and characteristics, and the provisions on the essence of digital processes were used as research materials; collected views on the vision of communication of the modern type-digital communication. The analysis used social and philosophical reflexes, namely the analytical method.&#x0D; Results. As results, we can voice a number of identified modifications in the field of signs of communicative competence of the modern person of the digitalized society. In this case, we are talking about the abolition of language means used to convey the meaning in a communication act in favor of lexical substitutions with graphic symbols, which confirms the presence of clippiness of thinking and perception. The absence of direct communicative contact practically eliminates the emotional component of communication, or distorts it. The semantic side of communication is distorted and leads to a loss of understanding and empathy. Violation of the cognitive-epiric aspect of the personality shows the deformation of the process of transferring moral values and ethical guidelines, behaviors, which distorts the system of ideas about the surrounding reality, identity and mechanisms of subject-object relationships. The pragmatic level of communication is modified due to subjective situational experience, which is formed mainly in the space of digital reality, which creates difficulties in non-mediated communication. During the goal of the communicative process itself in the virtual-digital environment, a shift occurs in terms of ignoring objective facts, rules and laws, or trivially devaluing the opinion of another communicant, which nurtures nihilism, selfishness, and also leads to the destruction of the entire communication process as a whole.&#x0D; Practical implications. A well-known fact is the mutually agreed connection between society and communication in terms of relaying the qualitative and quantitative characteristics of the studied object and subject, their coevolution. The results of the study can be used in further socio-philosophical understanding of the structures and characteristics of digital society in general, and communication in particular. Analyzing the communicant from the point of view of its specific properties, in this case – the skill of communication in the conditions of digitalization, it is possible to form signs of a modern social device through transformation of communication.