UKRAINIAN LANGUAGE CULTURE IN THE CONTEXT OF DIGITALIZATION

Abstract

The article presents a comprehensive analysis of Ukrainian language culture in the context of the digitalization of business communication. The relevance of the study is determined by the fact that the transfer of a significant part of professional, educational, and public communication into the electronic environment affects not only the forms of communication but also adherence to language norms, speech etiquette, stylistic appropriateness, and the culture of public speech. The paper examines violations of lexical, grammatical, orthographic, and stylistic norms in digital business communication, particularly on official web resources, and clarifies their impact on the language competence of recipients and the level of trust in institutional communication. Particular attention is paid to Anglicisms as one of the most noticeable consequences of the digitalization of society. The main types of English borrowings, the degree of their assimilation in the educational environment, and the criteria for the appropriateness of their use in the official business style are analyzed. The study also highlights the role of speech etiquette in digital communication, the influence of social media on the culture of public speech, and the problem of maintaining a balance between the freedom of digital communication and adherence to language norms. It is substantiated that the digital environment is not only a space of linguistic risks but also an important resource for language self-education due to electronic dictionaries, reference platforms, language blogs, and artificial intelligence technologies. The article concludes that linguistic balance, normativity, and a responsible attitude to language are necessary in the context of the digitalization of business communication.