LINGUECOLOGICAL APPROACH IN THE EDUCATIONAL PROCESS IN THE CONDITIONS OF MODERN CHALLENGES

The article is devoted to the study of the ecolinguistic approach in the educational process. It has been studied that the ecological approach to the language is the preservation of language traditions, the protection of the language from the influx of foreign loanwords, the active use of the Ukrainian language in everyday communication, the enrichment of the lexical composition of speech, and the avoidance of negativism in the language. It has been proven that the linguistic-ecological approach to the educational process is part of the competence approach in higher education, which assumes that, in addition to special, professional competences, graduates must possess general competences; they should have valuable qualities, in particular, the competencies of global citizenship, multiculturalism and other aspects of environmental communication. Qualitative characteristics of graduates include not only study results, but can be considered as a distinguishing feature of study at each individual university in addition to the knowledge acquired in the process of study. The article explores the concept of «ecological communication» as communication that does not have a harmful effect on the psycho-emotional state and health of a person; and vice versa – «non-ecological communication» – communicative behavior that does not meet ethical speech norms, negatively affects a person's mental health. The speech of modern youth/students is analyzed, which, in most cases, is expressive, laconic, informative, sometimes endowed with coarse and familiar features. The article focuses attention on the fact that in the conditions of modern challenges caused by war, we can trace a certain negativism in speech. Despite everything, the priority in educational activities should be the protection and preservation of standardized symbols – expressions of the spiritual values of society. In order to ecologize the literary language of students, it is necessary to constantly work on the observance of language norms, appropriate use of speech means, promotion of moral norms, traditional national heritage, aesthetics of expression, high linguistic culture.