DEVELOPMENT OF LINGVOCULTURAL COMPETENCE IN THE DIGITALIZATION PROCESS

This article is devoted to the problem of the development of lingvocultural competence in students in the process of digitalization. The aim of this article is to examine the impact of digitalization on the development of lingvocultural competence, focusing on how digital tools and technologies can enhance the teaching and learning of cultural and linguistic knowledge in an increasingly globalized world. This article employs a mixed-methods approach to explore the development of lingvocultural competence in the context of digitalization. The main research methods are a qualitative analysis of selected case studies performed to illustrate how digital tools and platforms (e.g. online language learning platforms, digital tools for intercultural communication) are currently being used to develop linguistic and cultural competence. Lingvocultural competence, the ability to understand and effectively use language in relation to the cultural values and practices it reflects, is becoming increasingly important in the digital era, where communication transcends national and cultural boundaries. The article analyzes how digital technologies, online learning platforms, and digital communication tools influence the teaching and learning of lingvocultural knowledge. It also examines the challenges and opportunities presented by digitalization in promoting intercultural understanding. Through a review of current digital resources and methodologies, the article provides insight into how educators can leverage these tools to enhance lingvocultural competence among students. The findings suggest that while digitalization offers new avenues for cultural and linguistic exchange, it also requires innovative approaches to ensure effective and culturally sensitive communication in a globalized digital world.