The role of mass media in the development of intercultural communication in the context of digitalization

Shorova Madina Borisovna ORCID: 0000-0002-1560-542X PhD in Philology Associate Professor of the Department of Foreign Languages, Kabardino-Balkarian State University named after H.M. Berbekov 173 Chernyshevsky str., building 4, Nalchik, 360004, Russia rysal2727@gmail.com Borieva Markhaba Kurmanbaevna ORCID: 0009-0008-6079-745X Senior lecturer at the Department of Foreign Languages, Kabardino-Balkarian State University named after H.M. Berbekov 173 Chernyshevsky str., building 4, Nalchik, 360004, Russia rysal2727@gmail.com

Tekueva Adalina Alekseevna ORCID: 0009-0002-1570-1881 Senior lecturer at the Department of Foreign Languages, Kabardino-Balkarian State University named after H.M. Berbekov 173 Chernyshevsky str., building 4, Nalchik, 360004, Russia rysal2727@gmail.com

Introduction

The relevance of the presented research lies in the fact that the mass media, being an indirect form of intercultural communication, have a significant impact on the development of communication between representatives of different cultures, including taking into account conflicts and tensions that arise in a specific period of time. This influence can be both positive and negative and largely depends on the organization of the dissemination of mass information on the territory of a particular state.

The globalization processes taking place in the modern world significantly affect the life of people, including in terms of creating many opportunities for interaction between cultures and their development, taking into account the understanding and awareness of the specifics and identity of each. On the one hand, the above-mentioned trend has a positive effect on the activation of intercultural dialogue, on the other hand, the conflict potential of this communication increases. The positive and negative consequences of the development of intercultural communication in the context of globalization seem to be very natural, but their prevalence largely depends on a number of factors, ranging from the policy pursued on the territory of a particular state, and ending with the interest of society in appropriate communication.

The intensification of globalization processes is directly related to informatization and digitalization, thanks to which the use of the latest technologies has become an integral part of most people's lives. In this case, the accessibility of intercultural communication is of particular importance in connection with the spread of the Internet, thanks to which an individual can receive the necessary information in any form convenient for himself and share it with other people. The combination of visual, audio and textual forms of information presentation objectively determines the interest of modern people in electronic ways of interaction.

Of course, the development of communication directly in the process of contacts between representatives of different cultures is of great practical importance, however, indirect forms of this communication are currently becoming particularly relevant, a vivid example of which is the activity of the mass media (hereinafter referred to as the media). The process of mass media dissemination currently has significant specifics and is important for the formation of a modern person's worldview. 

The purpose of the presented research is to analyze modern approaches to determining the role of the media in the development of intercultural communication in the context of digitalization. 

To achieve this research goal, the following tasks are set:

1) studying the theoretical foundations of intercultural communication and considering the activities of the media in this process;

2) identification of the peculiarities of the functioning of the media in the context of digitalization and their impact on intercultural communication;

3) definition of the main functions of the media carried out in the process of developing intercultural communication in the context of digitalization.

Research methodology: through a systematic analysis, the current state of intercultural communication has been studied, and in addition, the use of a structural and functional method has made it possible to determine the role of the media in the development of intercultural communication. Based on the application of empirical methods (observation, comparison, etc.), current trends in the functioning of the media in the context of digitalization have been identified. The content analysis method was used in the study of mass media discourse, which resulted in the identification of problematic and thematic aspects of media participation in the development of intercultural communication

The theoretical basis of the research was made up of works that focus on the impact of the media on the development of intercultural communication ^{[1, 7, 10]}, and also consider the issues of improving these activities in the context of digitalization ^[4]. It is important to note that modern scientists have a very contradictory assessment of the existing practice of functioning of various media and focus on certain aspects of the development of the media space, including the formation of intercultural tolerance, which is especially important for the development of the modern world community and the aggravation of certain geopolitical conflicts, which as a result is clearly reflected in the intercultural dialogue ^{[3, 6, 11]}.

Discussions and results

Intercultural communication is understood as a complex and intersectoral phenomenon, which in a broad sense consists in "communication between people who represent different cultures" ^{[10, p. 55]}. In a narrow sense, the analyzed concept is interpreted in the context of semiotic, psycholinguistic, socio-psychological features of the organization and implementation of appropriate communication ^{[8, pp. 55-59]}.

To date, there is no doubt about the need for interaction between cultures and civilizations within the framework of a dialogue that generates interpenetration and the exchange of traditions and values. Despite the importance of preserving the identity of each culture, its development takes place only in interaction. In this context, the dynamism of the development of intercultural communication is particularly relevant, which largely depends on the specific state of international and intercultural relations.

Within the framework of the presented research, it seems necessary to focus on the activities of the media in the context of the development of intercultural communication. According to B.V. Shulumb, the media is currently understood as "an established mechanism, the essence of which is to select information, as well as disinformation, in order to subsequently provide finished products to the consumer in order to assess sociopolitical reality" ^{[11, p. 55]}.

It is important to note that the media acts as a kind of mediator between the audience and the current reality. At the same time, the media can not only shape the perception of what is happening around individuals and society as a whole, but can also be used to improve reality, since they are able to influence people's behavior.

In this context, it seems necessary to highlight two main aspects of the functioning of the media in the process of developing intercultural communication:

1) broadcasting of socio-cultural values and traditions. Intercultural communication is carried out not only by reflecting the process of interaction between specific cultures, but also the creation and development of value orientations of specific peoples and nations is of fundamental importance. Currently, the media pay close attention to the values of modern man and the dynamism of their improvement, taking into account the emerging challenges and threats in various territories. In this context, the media acquires an important ideological orientation, which makes it possible to transform the consciousness and perception of the population in a timely manner, taking into account relevant values for the modern level of development of society and the state. In addition, the development of a national and ethnic agenda in the activities of regional media, which fully possess information about the specifics of the functioning of specific territories, is of great practical importance ^{[9, p. 180]}.

2) coverage of issues arising in the process of intercultural dialogue. The media often cover a variety of issues related to intercultural communication, the peculiarities of its organization and implementation by representatives of specific cultures. However, the problems of intercultural dialogue, including issues related to interethnic and interethnic conflicts, attract special media attention. It is important to note that at present the problem of the development of interethnic and interethnic tension through the media space is quite widespread. In situations where conflict already exists, the availability of a number of information materials, including those with a pronounced mood of support or denial of certain cultural aspects and manifestations, can significantly increase the scale of the problem of intercultural communication. These risks should be fully taken into account when developing and improving media policy.

The dynamics of information interaction in the modern world leads to a situation where individuals, when receiving certain information of very complex content, independently reconstruct individual information in a simplified form for themselves. In this context, we are talking about the creation of stereotypes ^{[5, p. 149]}. These situations are also relevant for the perception of materials reflecting the essence and specifics of specific cultures. The creation of stereotypes is a pattern and is objectively conditioned by the process of processing information by individuals. Speaking about the activities of the media and the impact on the process of stereotyping intercultural communication, it is important to note that the media space currently not only contributes to the creation of stereotypes of representatives of individual cultures, but also dynamically modifies them. In the presence of distorted negative stereotypes, the media, through clarification and more accessible presentation of the identity and specificity of certain cultures, can contribute to the development of intercultural dialogue.

Modern media activity is largely characterized by the transition to the digital space, which is objectively due to widespread informatization. Internet resources react to events taking place in the country and the world in the shortest possible time and cover them from completely different sides. The digital media space has almost limitless possibilities of influencing the transformation of people's consciousness in relation to various cultural values ^{[4, p. 28]}.

In addition to the rapid pace of informing the population, it is important for modern media to function within the framework of a specific state policy, which, among other things, may have a certain position regarding intercultural interaction. For example, during the period of aggravation of conflicts between specific countries in the media space, there is a significant increase in materials directed against the cultures of representatives of these states, which reflects the high degree of politicization of the activities of modern media.

The mediation of communication carried out in the process of dissemination of mass information involuntarily generates dependence of its content and influence on society on persons and organizations controlling the activities of the media and politics in this area on the territory of a particular state ^{[2, p. 124]}. In this context, it is of particular importance to highlight such characteristics as reliability and adequacy in relation to information disseminated in the media on issues of intercultural communication as the main criteria for its admissibility.

Speaking about the activities of the media in the context of intercultural communication in the context of digitalization, it should be noted the complex nature of the influence exerted, which manifests itself in the implementation of a number of functions by the media:

1) educational, which consists in the formation and development of ideas of the individual and society about the specifics of different cultures and features of intercultural communication. Without understanding the identity of individual cultures, it is impossible to accept them and carry out a dialogue taking into account their values and traditions. In this case, the media have all the necessary resources to reveal the peculiarities of different cultures, including in the digital space;

2) organizational, which is aimed directly at promoting intercultural communication. As noted earlier, the most active enrichment of existing cultural approaches takes place through intercultural dialogue. Media coverage of positive practices of intercultural communication helps to entrench such behavior in society and stimulate further dialogue. The use of digital media resources has a positive effect on the scale of information dissemination;

3) integration, which consists in constant work on rallying and uniting society both in the context of one country and the world community. Within the framework of this function, intercultural tolerance and the inadmissibility of the development of illegal behavior based on the denial of cultural diversity are developing. In this context, the assessment in the media of events taking place on the territory of other states, in which distortion of factual information is unacceptable, is of particular importance. In this case, digital media are particularly responsive to current events, but they are not without unjustified criticism and skepticism.

Issues of intercultural tolerance have been attracting media attention for a long time, which is objectively due to a number of reasons, ranging from the intensification of migration processes and the development of ethnic communities to the promotion of multiculturalism, including in terms of expanding the target audience by taking into account the interests of representatives of various peoples and nations ^{[6, p. 203]}. In addition, the problems of intercultural tolerance are inextricably linked with the spread of the ideology of extremism and terrorism, xenophobia and other illegal phenomena, which are no less actively developing at the present time.

The media, with the right approach, are able to develop a person's authenticity and increase his communicative competence, therefore, intercultural interaction has both private and public interest. In addition, through cognitive opportunities realized within the framework of intercultural dialogue, the level of tolerance increases, including with regard to differences found in certain modern cultures.

Currently, the activities of the media are viewed in different ways in the context of intercultural communication. On the one hand, the media spread information about the current state of intercultural communication or about the existing dialogue between representatives of different cultures. In this context, the media perform the function of informing (for example, news about past events, etc.), where there are no value judgments, but only factual information is reflected. On the other hand, the media itself is an indirect form of communication, in which information materials act as a tool for adapting different cultures in the daily consciousness and life of people. A striking example of this media activity is the popularization of information materials and resources about various cultures of the world, which emphasize their specificity and originality, and may also contain subjective judgments of the author, which allow you to form a comprehensive impression of familiarization with relevant information. The actual content of such resources is important, but the author's impressions can affect the perception of the material as a whole.

To date, a number of approaches have been proposed in the scientific literature that determine the role of the media in the development of intercultural communication. For the most part, scientists focus on the dual nature of media influence within the framework of the issue under consideration. For example, according to S.B. Gulyaev, the media not only connect disparate cultural worlds together, but also highlight their differences even more in the process of interaction with specific cultures ^{[3, p. 3]}. This thesis seems to be very fair, but the critical attitude towards media coverage of the specifics of specific cultures seems to be very unreasonable. Through the dissemination of mass information about certain cultures, their perception is formed, which allows for a more substantive intercultural dialogue in the future.

A.V. Panibrattsev's works reflect a similar position, but with other meaningful characteristics, among which the duality of the influence exerted is revealed through the possibilities of introducing people through the media to the world information picture, as well as the negative influence exerted, creating a threat of dissolution of a separate culture in the global space, and the need to ensure the safety of the whole society ^{[8, p. 59]}. Of course, the formation and preservation of cultural identity is of fundamental importance in modern conditions, when, against the background of instability in international relations, a number of negative factors arise that affect the perception of intercultural dialogue. However, in these conditions, the organization and implementation of effective intercultural communication can reduce social tension, which will have a positive impact on the stability of the functioning of the state.

The results obtained in the presented study confirm the results of Yu.V. Blagov, who rightly notes: "in modern society, under the influence of the media, the information space of intercultural interaction is formed – virtual education, within which the interaction of subjects of different cultures takes place and the formation, refinement and transmission of the basic semantic patterns of another culture" ^{[1, p. 25]}. The virtual format of the functioning of modern media in the process of developing intercultural communication determines the specifics of the dissemination and perception of relevant information, its accessibility to the target audience.

Conclusion

Thus, intercultural communication is being implemented and developed in a very multifaceted way in the modern world, which is largely facilitated by processes such as globalization, informatization and digitalization. The unification and dynamic development of the global information space is actively facilitated by the activities of the media, which has a dual nature of its influence on intercultural communication. The peculiarities of the functioning of the media in the context of digitalization are manifested in the fact that the modern media space contains a large amount of information, but it is not always presented taking into account real circumstances, which ultimately leads to an unjustified distortion of the perception of certain aspects of intercultural dialogue. Manipulations in the information space can generate intercultural conflicts, which in the future will negatively affect the stability of the development of society and the state. In this context, the organization and implementation of media activities is of particular importance in order to ensure effective intercultural communication within the framework of respect for the identity of individual cultures, in connection with which it is necessary to distinguish three main functions of the media: educational, organizational and integration. Taking into account the transformation of media activities in the context of informatization and digitalization, it should be concluded that this indirect form of intercultural communication is of crucial importance.