Digitalization and its simulated consequence (based on sociocultural interaction in institutional communication)

This article attempts to summarize the humanitarian works by domestic and foreign scholars on various aspects of globalization. We conduct a preliminary assessment of the consequences for the institutional environment, intercultural and interlanguage interaction, burdened by a professional component. Digitalization is considered herewith as the main result of globalization processes that implements the “principle of optimality”. Based on the results of scholars' research in the field of humanitarian knowledge, we carried out a content analysis of various types of institutional discourse: marketing, political and educational, on the example of which are shown positive and requiring careful application results of a global turn to digital. As a “symbolic” manifestation of the consequences of global digitalization, relevant for intercultural and interlanguage communication, we put forward hybridization that is implemented at various levels of the language. The article critically analyzes concepts, strategies, and social practices contributing to the digitalization of various types of space: the concept of a “smart city”, image formation strategies, locus branding, practices for creating political identity, etc. Particular attention is paid to the media that help to construct institutional space and form public opinion and the assessment of an event or a phenomenon of surrounding reality. We consider a new type of translation — audiovisual, which has a significant impact on the market of translation services. The latter is due to the increased role of audiovisual content, the use of which allows us to overcome geographical spaces and consolidate various ethnic societies. Particular scientific attention is paid to educational trends. Saturation of the electronic environment with relevant materials largely depends on approaches to training. A benchmark for the formation of universal competence requires a review of a university graduate profile and an assessment of the needs of labour markets. Total digitalization implies the formation of discursive personalities capable of developing an institutional virtual environment taking into account intercultural and interlanguage specifics. The conclusion emphasizes the “many faces” (diversity) of digitalization as a cultural phenomenon.

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