THE ROLE OF SOCIAL MEDIA IN DEVELOPING INTERCULTURAL COMMUNICATIVE COMPETENCE (ICC) AMONG UNIVERSITY STUDENTS

In the modern era of global interconnectedness, social media platforms have a profound impact on how university students engage with cultural diversity and develop their intercultural communicative abilities. This research examines how students' understanding, perspectives, and skills – crucial for effective intercultural communication – are shaped by their daily interactions on social media platforms. Drawing on Byram's (1997) framework for intercultural communicative competence, the study explores how students perceive and interpret intercultural encounters on digital platforms such as Instagram, TikTok, Reddit, and language exchange apps. Twenty-four students, enrolled in international and multilingual programs in one local university in South Kazakhstan, participated in a semi-structured interview and maintained a reflective digital journal for six weeks, employing a high-quality research methodology. Through thematic analysis, four key themes emerged: (1) the impact of cultural perspectives outside the classroom, (2) the negotiation of identity and empathy in intercultural conversations, (3) the cultivation of critical cultural awareness through online discourse, and (4) obstacles such as stereotyping and miscommunication. The research suggests that social media fosters spontaneous and meaningful cross-cultural interactions, which contribute to the development of intercultural competence, particularly in terms of openness, curiosity, and critical thinking. Even seemingly, harmless actions, according to students commenting on posts, participating in online discussions, or joining virtual communities, offer a wealth of opportunities to learn about cultural norms, beliefs, and communication experiences. Research shows the benefits of incorporating digital multiculturalism into the education experience of learning a formal language. Promoting and developing global citizenship through international education, the study suggests that language teachers and educational institutions need to encourage students to think critically about social media and digital platforms.