The role of mass media in the development of intercultural communication in the context of digitalization

The subject of the study is the definition of the role of mass media in the development of intercultural communication in the context of digitalization. Intercultural communication in the modern world is actively developing in the context of globalization, and is also being significantly transformed through the mass application of information and digital technologies. The promotion of intercultural dialogue in order to form an understanding and acceptance of the specifics and identity of different cultures remains unchanged. The article formulates the author's definition of the meaningful characteristics of the role of the media in the development of intercultural communication through the prism of two main aspects of their functioning in this area: the transmission of socio-cultural values and traditions, as well as coverage of issues arising in the process of intercultural dialogue. Attention is focused on the complex nature of the influence exerted, which is manifested in the implementation of a number of functions by the media (educational, organizational and integration). Through a systematic analysis, the current state of intercultural communication has been studied, and the use of a structural and functional method has made it possible to determine the role of the media in the development of intercultural communication. Based on the application of empirical methods (observation, comparison, etc.), current trends in the functioning of the media in the context of digitalization have been identified. The scientific novelty of the article lies in the fact that it takes into account the impact of the large-scale dissemination of information and digital technologies in the media, which significantly increases the availability of relevant materials to the public, and the degree of involvement of the media in the development of intercultural communication. The role of the media in the development of intercultural communication in the context of digitalization is determined, since the process of mass media dissemination currently has significant specifics and is important for the formation of a modern person's worldview. According to the results of the study, the authors conclude that the activity of the media in the context of digitalization, characterized by the transition to the Internet space, is of crucial importance for the development of intercultural communication. Conclusions and suggestions can be used in the development and reading of theoretical and practical courses on intercultural communication.

intercultural communication, intercultural dialogue, digitalization, mass media, media space, digital technologies, culture, values, information interaction, online resources