FEATURES OF BUSINESS DIGITAL COMMUNICATION WITH REPRESENTATIVES OF HIGH-CONTEXT AND LOW-CONTEXT CULTURES

Pukhir Valentina Mikhailovna

The article examines the cultural aspects of business communication. Particular attention is paid to the differences between high-context and low-context cultures. An analysis of practical examples of business digital communication is provided, demonstrating the manifestation of cultural differences in real situations. The article highlights the problems of misunderstanding in intercultural digital communication, which arise as a result of a lack of knowledge about the specifics of national cultures. This allows us to identify the main difficulties that companies face when interacting with partners - representatives of different cultures. Based on the data obtained, recommendations were developed to improve the effectiveness of digital communication. Technologies and tools that help maintain intercultural ties and overcome communication barriers are presented, including video conferencing platforms, instant messengers and other means of digital communication.

Keywords:culture, intercultural communication, cultural barriers, digital communication, high-context culture, low-context culture, intercultural communication