MEDIADIDACTIC AS A MEANS OF OVERCOMING EDUCATIONAL LOSS DURING THE STUDY OF THE UKRAINIAN LANGUAGE FOR PROFESSIONAL PURPOSES AND SPEECH COMPETENCE OF A SPECIALIST

The article considers the problem of overcoming educational losses among students of higher education institutions that arose as a result of crisis factors (armed conflict, pandemic, distance learning), by introducing mediadidactic tools into the process of studying the Ukrainian language for professional purposes. It is noted that the losses relate primarily to a decrease in motivation to study, unequal access to educational resources and a decrease in the level of students’ speech competence. The essence of the concept of “mediadidactics” as a modern educational technology based on the integration of media resources into the educational process in order to activate cognitive activity, individualize learning and increase the efficiency of learning material. Particular attention is paid to the role of digital platforms, interactive multimedia tools, online courses and chatbots in the formation of students’ linguistic and communicative skills. The didactic capabilities of media texts, in particular professionally oriented videos, podcasts, infographics, interactive tasks, which contribute to the enrichment of vocabulary, the development of critical thinking, the formation of professional speaking skills and the improvement of the level of oral and written speech, are analyzed. The effectiveness of using the mediadidactic approach to overcome individual educational losses, adapt students to changes in the learning environment and reduce cognitive load during the mastery of professional terminology and speech standards within the specialty is noted. The study concluded that mediadidactics is an effective means of developing a specialist’s speech competence, ensuring high-quality teaching of the Ukrainian language in a professional direction in the conditions of modern challenges of higher education. Further research should be directed towards creating methodological models for implementing media didactics in humanitarian and professional disciplines, developing teaching materials and digital platforms focused on the specifics of students’ future professional activities.