Abstract

The rapid development of digital technologies has necessitated a rethinking of intercultural communication processes in the virtual environment, where traditional models of interaction are undergoing significant changes. The relevance of this research stems from the need to adapt intercultural communication to the conditions of the digital environment, where the transformation of familiar forms of communication requires not only a new theoretical understanding, but also the development of applied approaches that take into account the specifics of online interaction. The aim of this article was to identify and comprehensively analyse the linguistic, sociocultural and pragmatic challenges arising in the process of digital intercultural communication, as well as to develop strategies for effectively overcoming them. The study used methods of linguistic analysis, a comparative-cultural approach, and discursive analysis of digital communication on various platforms. As a result, key risks characteristic of virtual intercultural interaction were classified, typical communication failures arising from a reduction in the contextual richness of messages, the ambiguity of visual and non-verbal components (emojis, memes, gestures), the transformation of etiquette norms, and the asynchronous nature of communication. It was found that cultural differences significantly influence the perception of distance, hierarchy, time, and communication style in the digital environment. It was also found that participants in communication often have difficulty interpreting the intentions of their interlocutors, which leads to misinterpretation and conflict. Based on the data obtained, recommendations have been developed aimed at forming flexible speech behaviour, developing digital politeness and increasing the level of intercultural digital competence. The practical value of the article lies in the applicability of its results in the field of education, in the training of specialists in the field of intercultural communication, as well as in the field of digital design of internationally oriented platforms and services

Keywords

cross-cultural differences; communication strategies; adaptation in an online environment; digital ethics; non-verbal means of communication; emojis and memes; digital politeness

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