MANAGING CROSS-CULTURAL COMMUNICATION IN THE CONTEXT OF DIGITALIZATION

The article deals with the formation of approaches to managing cross-cultural communication in the context of digitalization. It is established that cultural digitalization means a crisis of institutions and a loss of their own space in the social sphere. It is proved that cultural identity destroys the processes that are interconnected with digitalization in the cultural sector since the cultural identity of a person belonging to a certain community is implemented primarily through the formation of norms, ideas, values, and behavior patterns that form this identity. It is revealed that the ecological crisis, digital and demographic explosions, unprecedented social and financial turmoil around the world lead to an increase in uncertainty and unsustainability, and change a person's idea of the purpose and meaning of his/her existence. It is determined that one of the features of cross-cultural communication in the context of digitalization is the appeal to the knowledge of self-organization mechanisms of complex evolutionary and super complex systems.