DEVELOPING COMMUNICATION CULTURE OF AN INDIVIDUAL IN THE CONTEXT OF DIGITAL TRANSFORMATION OF SOCIETY

Abstract

The article explores the phenomenon of individual environmental communication culture in the context of society’s digital transformation. The author analyzes the integrative nature of this culture, which combines environmental thinking, communication skills, critical perception of information, and responsibility for the environment. The paper explores the potential of digital technologies (online education, social media, mobile apps, and gamification) as tools for environmental education and the development of environmental values. The article also identifies key challenges of the digital age, including information overload, a deficit in critical thinking, and the risk of digital addiction. The author substantiates the need for an interdisciplinary approach and synergy between families, educational institutions, and the IT sector to develop environmental communication competencies. Prospects for using artificial intelligence, big data, and virtual reality technologies for the further development of this culture are identified. The article has theoretical and practical significance for educators, educational content developers, and environmental communication specialists.