Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Social adaptation of persons with disabilities in the conditions of professional activity. Textbook for students in the field of training 08.04.01 Con.pdf
5.1.3. Social adaptation types
Social adaptation can be of several types, for the classification of which certain features are used.
These include:
– managerial (organizational). If there is no management, a person will not receive favourable
conditions, prerequisites will not be created for his/her social role to develop, influence him/her,
provide activities that meet the interests of the individual and the society;
– economic. This process is characterized by high complexity. Within it, individuals and subjects
assimilate new socio-economic norms and principles of economic relations. Here, the "social block"
is of particular importance, which includes the process of adapting to the social reality demonstrated by
the amount of unemployment benefits, the level of wages, pensions that exist in reality. It is important
that they meet both the physiological and the socio-cultural needs of a person. A full-fledged social
adaptation of a person is impossible if he/she lives in poverty, barely makes ends meet;
– pedagogical. Adaptation of an individual to education, training, upbringing, as a result of which
a system of his/her values is formed. For teachers today, the problem of maladaptation of individuals
of very young and adolescent age is especially relevant;
– psychological. From the point of view of psychology, the adaptation process implies the adaptation
of the sensory organs to the stimuli that affect them, so that the receptors are better protected from
unnecessary stress. Psychological adaptation is a continuous process in which an individual lives,
because there are constant changes in socio-economic living conditions, political and moral views,
ecology and other factors;
– professional. In the course of professional adaptation, an individual adapts to a new activity, a new
environment, working conditions, and features of the profession. Success is determined by a person‘s
propensity for a specific professional activity, the coincidence of personal and social motivations
for work, etc.
5.2. Social adaptation levels
5.2.1. Macro- and micro-, objective and subjective levels of adaptation
Sociologists and specialists in the field of socio-psychological research identify and differentiate
individual social formations according to the criteria of the uniqueness of their functioning, structural
organization, and level of complexity. The life of such individual social formations occurs in the correlation
of both objective and subjective layers of society as a whole.
Such layers or levels of social formations include the objective and subjective levels.
The object level of social formations implies the characteristics of the objects of social phenomena
and the social phenomena themselves. For example, this level concerns social channels and their totality,
where processes of a managerial, legislative, economic nature and so on take place, including government
bodies.
The subjective level of social formations includes various psychological manifestations (states,
processes, properties), the values of a given society and an individual, norms regulating activity and
behavior, strengthened social attitudes, and more.
The four levels in their interaction construct an integral model of social reality.
Level 1 — macro lens.
Level 2 — macro-subject.
Level 3 — macro-subjective.
Level 4 — micro-subjective.
41
The first, macro-subjective level consists of components related to the protection of society and
its divisions and constitutes the holistic reality of social existence.
The second, macro-subject level, connects and describes various social factors from individual
to associations of groups and companies.
The third, macro-subjective level, highlights the directions of social formation and advancement.
These are cultural, ideological and other aspects.
The fourth, micro-subjective level, reflects the socio-psychological content of people and groups.
These are all psychological characteristics, their social coloring.
Interaction between levels occurs in all directions: horizontally (objective and subjective levels)
and vertically (micro level and macro level, as well as objective and subjective levels).
Let‘s consider another classification, which is based on the process of personality formation
under the influence of activity. The following levels are distinguished:
1) low (maladaptation). A complex contradictory process, which is characterized by social failure,
accompanied by psychoemotional stress;
2) medium. Passivity of involvement in interaction with the society is not the cause of psychological
stress. In other words, a person does not show any desire to adapt to society, still, at the same time,
does not feel discomfort;
3) high (optimal). It is characterized by high social success and positive psycho-emotional state;
4) excessively high. Social success against the background of pronounced psychological discomfort
and tension.
The forms and nature of adaptation, motives and results of an individual's actions are largely
determined by the level of society development. The process of adaptation itself is associated with
the development and change of functional capabilities and skills, habits, qualities. This ultimately leads
to the harmony of the individual with his/her environment in a certain activity.
5.2.2. Criteria for determining the social adaptation levels
In order to set criteria for levels of social adaptation, scientists have identified the constituent
elements of society. Such constituent elements or blocks include:
block 1 — social;
block 2 — block of interaction between subjects and structures;
block 3 — transformative activities in society.
Block 1 covers the potential of people, as well as social formations and their structural compositions
in the form of groups and institutions.
Block 2 covers transformational social processes. This block demonstrates behavioral and practical
innovations as a response to the changing conditions of human life and society.
Block 3 covers the forces of society, the most dynamic and proactive. They are represented by
individuals and groups, authorities and active representatives of culture and politics. Such forces are
driven by innovation and promote innovation in the space of public interaction.
Each of the three constituent elements of society or blocks plays the role of a criterion for the level
of social adaptation. All these elements holistically show the characteristics of society‘s reaction to
environmental conditions. From a person, a social unit to mass phenomena.
Due to the law of interconnectedness and interdependence, a holistic approach is required, including
all three blocks (criteria), dividing the process into several types.
Anthropo-vitalistic adaptation. It includes psychological (the choice of defense mechanisms
and strategies) and vitalistic (a person is forced to quickly rebuild his behavior due to changes in
his/her health).
42
Activity adaptation includes informational, socio-economic, professional ones. When adapting
informationally, a person chooses the information selection specifics, sources, and also learns to determine
the main thing for him/herself. Economic changes are of a diverse nature in the mass consciousness
structure, and often cause maladaptation of the population. In such conditions, examples of socially
infantile personalities who cannot find "themselves" in a risky society are especially clearly visible.
Professional adaptation has become one of the relevant problems of the society due to migration,
globalization and rising unemployment. It is known that professional success depends on the symbiosis
of inclinations for a certain type of work and favourable social conditions (to what extent the society
is interested in such services).
Let's summarize the current result. The following must be taken into account:
– objective social aspects;
– conditions;
– individual psychological, personal characteristics.
An example of objective social aspects are social strata or layers of society where a person is born
and raised, develops, receives education...
An example of individual psychological and personal characteristics are personal socio-psychological
circumstances and the conditions in which a person lives. These are professional and interpersonal
features of interaction and values, relationships…
An example of individual psychological, personal characteristics are qualities such as sociability or,
conversely, inclinations and other characteristics that make up the individuality of each person…
In accordance with scientific interests and the intentions of research work, scientists turn to
both large-scale social adaptation processes (macroenvironment) and in the microenvironment
(within one group), intrapersonal adaptation (comfort of the individual).
After carefully studying this section, talk to yourself about the main thoughts and ideas again.
If you have any questions, write them down. Compare your thoughts and ideas with the outcome
after completing the topic. Test your knowledge after studying the topic.
5.3. Social adaptation of people with disabilities
5.3.1. Typical barriers of people with disabilities
In order to find out the content of the rehabilitation process, it is necessary to analyze the essence
of social restrictions, to consider the barriers that arise in front of a person with disabilities, regardless
of the citizenship. Social restrictions caused by health defects are complex and therefore particularly
difficult to compensate.
Let‘s start with a situation where a person is cut off from full interaction with the outside world
due to physical reasons. For example, when the functioning of the intellectual sphere or sensory organs,
musculoskeletal or speech apparatus is disrupted. This makes it difficult or impossible to move in space,
limiting independence and connection with the world.
It is important to note that the world around us influences this limitation in different ways.
On the one hand, environmental aspects can act as compensatory opportunities, and on the other hand,
as factors complicating existing limitations. This refers to both the presence or absence of lifting
mechanisms in public places for people with disabilities, as well as avoidance of communication
with them, unfriendliness or, conversely, under favorable social circumstances, acceptance.
What consequences could such unfriendly signals from the outside world entail? Of course,
they can make a person's life unbearable. Therefore, all measures aimed at creating a barrier-free
environment, combining activities for all members of society, regardless of the presence or absence
of the characteristics in question, providing jobs and much more.
43
As for employment, this is the next barrier that needs to be fixed. This is labor segregation. The
range of demand in the labor market is sharply reduced and a person with disabilities has to put in
much more effort in the process of searching for ways and means of professional self-realization.
If we do not consider extremely complex, pathological situations, when it is not even possible to
exercise self-service skills, then the presence of prospects for employment becomes obvious. For example,
this is a number of jobs where low-level qualifications are appropriate. Labor activity consisting of
simple acts that do not require a quick reaction. Unfortunately, this is often a low-paid work activity
that is not characterized by a creative approach and does not encourage development. All this speaks
to the need to develop the labor market for people with disabilities, conduct education on this topic,
involve employers and relevant government structures, adopt positive experiences, and create interest.
However, based on the described restrictive realities, the next barrier emerges — the lack of financial
confidence and stability.
Separately, barriers associated with movement in space are considered and studied. Of course,
the situation around the world is changing for the better. We see that ramps are appearing, elevators
are appearing, traffic lights are equipped with not only visual but also auditory warning signals,
there are tactile signs and symbols on the roads and in the subway. In addition, there are organized
and functioning points in public places where people who are lost due to problems with memory
and the characteristics of a mental chaos actor can receive help and support.
At the same time, there are still many unresolved problems. If in large cities and megalopolises
of the world, the scope of designing a barrier-free environment is large-scale, then in small settlements
and, especially, outside settlements, it is quite difficult to navigate.
These examples describe spatial and environmental barriers.
The information barrier is one of the most pressing. In the modern world, where the information
component is large and important, it is necessary to have unhindered access to sources of information
for all members of society. The information barrier is ambiguous. Firstly, people with disabilities have
a need for both general information and specific information to help them understand their condition,
medical care, government support and public and private structures that provide such support. Internet
services are often unavailable due to underdeveloped networks, as well as the lack of expensive
equipment and communications (for example, expensive mobile devices or applications).
But secondly, the information blockade can be caused by the socio-psychological isolation of
people with disabilities from society. Find a channel for communication, formulate and communicate
your intentions, requests, suggestions, ideas, position of your personality may arise, which, in their turn,
provoke prejudices and phobias, that complicates communication in general.
The next barrier, the emotional one, also has a contradictory nature.
The surrounding people, who do not have a sufficiently high social culture, allow themselves
ill-conceived and inadequate emotional reactions to the appearance of people with disabilities in
their field of vision. For example, aggression or awkwardness, inappropriate curiosity or a demonstration of insincere sympathy. People with disabilities may also experience unproductive emotions.
For example, the same aggression for its own subjective reasons or self-pity, rudeness or sadness as
a desire to pass off one‘s diagnosis as a means of manipulation. Social connections with such an
emotional barrier become more complicated, distorted, or even stop altogether.
The role of the final social barrier, after all of the above and uniting them, is, as a consequence,
a communication barrier. Exaggerated self-defense, isolation and being offline, lack of employment
opportunities and social connections, information limitations entail and aggravate personal deformation.
In this regard, the issue of social rehabilitation of people with disabilities arises, because inclusion
in the social context, the presence of demand, and positive responses from the social environment are
determined by the social nature of a person.
44
5.3.2. Social inclusion of people with disabilities in the society
For the correct inclusion of people with disabilities in the social environment, a certain algorithm
of actions of social work specialists has been developed and improved. This algorithm is represented
by social adaptation technology.
The technology of social adaptation is carried out through various forms.
Individual work of a specialist and a person with disabilities is aimed at identifying and elaborating
individual characteristics associated with personal characteristics and the consequences of the diagnosis
(if any), physical and psychological reserves and supporting qualities, experience. Also, in the process
of individual work, ways and means of adaptation and social rehabilitation are determined.
Group forms of social work and social adaptation are aimed at the formation and development
of social skills. These are business, simulation, team and other games, as well as group trainings.
Group forms of social work create conditions for participants to understand and feel involved in the social
processes that permeate the structure of professional and interpersonal interaction. This is an excellent
training in the necessary qualities and ability to manage yourself and your life independently in a
social context.
Each person, one way or another, throughout his life seeks for himself such a social environment
and such a social environment in which he feels safe and comfortable. Group forms of social work
also help in this process.
Social adaptation is understood not only as a process and technology, but also as a result. That is,
social adaptation has taken place or is proceeding according to a constructive scenario in the case
when a person likes to be among other people, he feels appropriate and needed, strives and plans to
get there again.
Group work aimed at adaptation trains a comfortable stay in a small social group. A person usually
goes through the path of formation and development in such small groups. For example, this is a family,
a company of friends, the work collective of their unit — brigade, department, team. In small groups,
formal (a department of an organization) and informal (a group of friends), the norms and values
that preserve a given community are perfectly absorbed, and the behavior patterns associated with
these norms are adopted.
Formal small groups arise and exist in a regulated field. Such groups are legally and documented
regulated by the state and relevant government structures. In addition to labor collectives, examples
include associations of residents of an apartment building, which constitute homeowners' associations,
creative associations and other public organizations. People with disabilities have the opportunity to
be included in the life of public organizations at will.
Small groups that arise and exist outside of regulated groups unite participants based on interests,
similar lifestyles, needs, goals... In addition to a group of friends, an example could be a group of
athletes who regularly meet in the park and play volleyball, chess lovers, theatergoers and many
others. Initially, small groups are formed spontaneously, but there are examples when an informal
small group degenerated into a formal one.
Social adaptation, which seems to take place exclusively in the external environment, has a very
deep character. A person who is welcomed and valued in the community; who himself experiences
positive emotions from being in this community and shares such positive emotions with other group
members, is transformed and changes for the better. The general emotional background changes, life
takes on the contours of meaningfulness and awareness, and a promising plan for the future appears.
These are incredibly healthy and life-affirming prognostic signs.
Let's move on to studying the levels of social adaptation.
In the case where there is activity of a person with disabilities in relation to his life, to social
phenomena, we are talking about a high level of social adaptation.
45
At a high level and the presence of such activity, a person brings his own initiatives, strives for
the opportunity to reach an agreement, explains his proposals and actions, and aims to unite different
representatives of society. This is, as a rule, a creative person or someone striving and looking for
ways for creative self-realization.
Also, with a high level of social adaptation, a person is determined to transform his life, taking
into account existing opportunities and limitations. He not only follows and trains in accordance
with medical recommendations and prescriptions, but also masters the technologies of goal setting
and goal achievement, planning, self-development and self-organization. Tries to fit his plans into
the general social context and social events. In fact, these are all signs of self-sufficiency and general
satisfaction with life. This is responsibility and resilience, goodwill and openness to new experiences.
At an average level of social adaptation, inclusion and involvement in social processes also occurs.
There may be a positive emotional background. External social contacts can be established, maintained
and developed. Your social circle may become more diverse and numerous. But! Such changes at an
average level occur indirectly, through second parties. An example would be a relative or work colleague.
In addition, with an average level of social adaptation, such activity and initiative is not observed as
with a high level of social adaptation. That is, a person adapts to the group, but does not make his own
proposals for its improvement. Even when he understands what and how can be changed. This is a
more passive high-level fighting position. The reasons may vary. In particular, when it is not possible
to move independently. Then, of course, it is better to be included in a social context with support
than to be completely left without communication.
With a low level of social adaptation, inclusion and involvement in social processes is at the level
of necessity or is completely absent. At this level, there is a desire to be alone or in a narrow circle
of relatives, other close people, or a forced stay in such a limited social society. There is no desire
or motivation for social interaction; communication is unbearable and if it occurs, it is often in a conflict
format. People may have painful reactions, ranging from anger and aggression to tears and exhaustion.
With a low level of adaptation, it is difficult to take care of yourself and almost impossible to start
a conversation, especially with a stranger in a new place. Dependence on care with the help of another
person is demonstrated or objectively present. From the point of view of self-realization, there is an
unformation of goals and the need to be useful to society, to develop creatively and master new
ways of thinking and acting. It is almost impossible to determine the index of life satisfaction, since
there is no way to correlate the degree of achievement of set goals due to the absence or ambiguity
of such goals.
What can help to increase the effectiveness of the implementation of social adaptation technology?
Let us identify four possibilities:
– the presence of conditions under which the social environment supports the desire to be included
in the social context of a person with disabilities, perceives and accepts such a person, taking into
account his individual characteristics;
– the presence of conditions under which, in the community where a person with disabilities is
located or where a person with disabilities is included, humane values, friendly and collegial participation
prevail, group members respect and support each other;
– the presence of conditions when there is positive feedback from the community to a person with
disabilities; when the activity as a whole and the individual actions and deeds of this person are highly
valued by members of the community;
– the presence of conditions when a person with disabilities is a full member of the social environment,
which includes the entire range of components of both social (meetings, volunteer movements, support
groups and others) and cultural (amateur artistic activities, visits to theaters and cinemas, exhibitions
and others).
46
How to choose the right technology? Each individual case is considered individually, because
we already know about the effectiveness of individual forms of social adaptation. In the case where,
due to the specific limitations, it is not possible to be involved in work activities and collective
work in an organization or enterprise, inclusion in a small group and attending cultural events or
participation in social movements can help. Also, acquaintance with representatives of other cultures
and subcultures through micro-events in small groups introduces novelty and mobilizes cognitive needs,
which means new goals and plans. This will strengthen motivational mechanisms and give strength.
In addition, methods of psychological support and correction have been developed to date. And
in the social sphere, special programs are offered, including on-site programs. For example, excursions
or group training games, art therapeutic methods.
The diagnostic stage, which precedes the choice of technology for social adaptation, is aimed at
identifying the most suitable option for this particular person.
After diagnosis and inclusion in a small group (for example, therapeutic), educational methods
are used. These can be master classes, mini-lectures, trainings, workshops.
We have already become familiar with the stages and levels of social adaptation. This material
allows us to identify signs of successful social adaptation.
Firstly, this is, of course, general satisfaction with life or an increase in this level, as well as
acceptance of one‘s group on a positive emotional background.
Secondly, this is the desire to preserve and protect the social group and its members through active
constructive participation in the life of the group, improving interaction in the group.
Thirdly, these are proposals and actions aimed at diversifying the life of the group and its participants,
who differ from each other according to a variety of criteria.
After carefully studying this section, talk to yourself about the main thoughts and ideas again.
If you have any questions, write them down. Compare your thoughts and ideas with the outcome
after completing the topic. Test your knowledge after studying the topic.
SUMMARY
1. Social adaptation is divided into two processes: objective (it affects the methods of adaptation
from birth to death, the rules of behaviour are formed by a close circle of the environment) and subjective
(it is associated with a person's individual qualities, views and beliefs, without taking into account age
characteristics or position in the society).
2. There are four stages of social adaptation: initial, tolerance, adaptation, assimilation. It is also
characterized as the unity of the following stages: adaptation shock, mobilization of adaptation resources,
response to the ―challenge of the environment‖.
3. The integral model of social reality is presented as the interaction of four levels: macro- and
micro-levels, objective-subjective level.
4. The technology of social adaptation assumes a targeted approach, in which a comprehensive
assessment of the client‘s difficult life situation is carried out and his physiological and psychological
characteristics are taken into account.
THINK ABOUT AND ANSWER THESE QUESTIONS
1. What do you think is necessary for the successful social adaptation?
2. If we compare the stages of social adaptation, which, in your opinion, is particularly difficult?
3. What, in your opinion, is the essence of the holistic model of social reality through the prism
of four levels of social adaptation?
47
6. WORKING IN AN ORGANIZATION IN MODERN CONDITIONS
Main aims and outcomes
As a result of studying this material, you will learn:
– what competencies are required from you to survive and achieve success in the world of digital
technologies;
– what digital tools help user to avoid isolation in the era of information technology;
– how people‘s interaction changes when they move from the real world to the online environment.
Keywords: information technologies, tools of professional interaction.
6.1. The place of digital information technologies in professional activity at the present stage
6.1.1. Digital technologies in the modern world
The life of a modern person is very closely connected with digital information technologies.
They have become an integral part of social and professional activities. However, their impact on
the development of society cannot be assessed unambiguously.
On the one hand, the introduction of digital technologies significantly increases the speed and
improves the quality of manufacturing products and services. Compare, for example, a decorative
piece of wood, carved by hand and by a machine with software control. You can see the difference,
right? Or compare the transfer of letters, bank transfer via courier service with similar operations
via e-mail and online banking. Can you feel the difference?
But, on the other hand, the introduction of digital tools displaces from the market a worker,
who is able to perform only simple operations. For example, self-driving cars, robot waiters, delivery
using drones in the foreseeable future can completely destroy the relevant professions. Physical labour
is increasingly being replaced by intellectual labour. A modern person no longer needs to be physically
strong, agile and resilient. He / she needs to have digital literacy, developed analytical skills, and a
willingness to constantly develop and interact with other people in the online environment.
A person needs special training to find his / her own place in the digital world. Oddly enough, a large
part of the population has a low level of digital skills. Competent netizens use it only to communicate
in social networks and meet their basic needs. For example, they order food or goods, listen to music
and watch movies. They do not use the opportunities of the Internet for self-development, education,
working activities. It‘s unfortunate. It turns out that today‘s young people are advanced in digital
technology. But in professional sphere they are almost no different from the previous generations
who hardly use modern gadgets.
6.1.2. What is digital information technology?
The history of digital technology dates back to the 17th century. It was then that the mathematician
Carl Leibniz laid the foundations of the modern binary system. In the mid-twentieth century, the binary
system began to be used for software computing. Digital technology made it possible to ―digitize‖
information. ―To digitize‖ means to record and store it in a universal digital form. The antipode of digital
technology is analogue technology.
Nowadays, digital technology includes everything connected to electronic computing and data
conversion. These are gadgets, electronic devices, technologies and programs.
Digital technology is often referred to as information technology. This is only true in one case.
Further we will assume that information technology is the software and electronic means for collecting,
accumulating, processing, transporting, and presenting information.
48
In fact, digital technologies are only a part of information technologies. Information technologies
are all technologies related to the exchange of information. The exchange can take place even with
the help of analogue devices. For example, a traffic light turns on a green light and tells us we can go.
A traffic light is an analogue information device. The application where we monitor traffic jams is also
an information device, but digital in nature.
In what areas are digital technologies used?
The short answer to this question is everywhere.
Businesses use CRM, online services for remote work, storage and work with the client base,
accounting management, and merchandise accounting. Companies are expanding their business and
increasing their customer base by analyzing big data.
The education sector uses gadgets and programs for distance learning. Teaching materials contain
elements of virtual and augmented reality. They improve the transfer and perception of information.
Modern students do their homework on the computer with the help of specialized educational programs
and services. Artificial Intelligence algorithms organize and control the learning process.
As for medicine, digital technology helps identify diseases more quickly and accurately, select
treatments and conduct online consultations. Doctors conduct operations using AR and robots.
As for the retail, digital technologies simplify the process of searching and ordering goods,
warehouse management and delivery. We can increasingly see self-service checkout terminals,
voice assistants, cameras and electronic signs in supermarket halls.
As far as art and entertainment sphere is concerned, neural networks are creating music and paintings.
Virtual actors are replacing real actors. Digital technologies are giving us access to a world of books,
movies, music, and online games.
Digital technologies are replacing manual work in manufacturing and automating processes.
They help prevent excessive waste and injuries, ensure safety and monitor the environment ecology.
Digital technology is even used in public catering. It enables collecting and distributing orders,
helps prepare meals, controls quantity and storage time of products.
Thus, if a person decides to link his / her professional activities with the world of information
technology, he / she can choose any area of the economy. There is something for every taste, so to speak.
After carefully studying this section, talk to yourself about the main thoughts and ideas again.
If you have any questions, write them down. Compare your thoughts and ideas with the outcome
after completing the topic. Test your knowledge after studying the topic.
6.1.3. What skills does a person need to work with digital informational technologies?
Let‘s return to the idea that modern people actively use digital technologies in a narrowly limited
domestic sphere. To work in the digital world, one needs special training.
To be a competent specialist in information technology a person does not need to have programming
skills. A software engineer (programmer) is a specialist with an algorithmic type of thinking. He / she
creates digital tools and technologies.
We have demonstrated that digital technologies are used in different spheres. Each sphere needs
its own specific skills and abilities. However, there are universal competencies that every person
who works with digital information technology should have. The list is as follows:
– a person is ready to use modern methods, ways and means of receiving, storing and processing
information;
– a person knows how to work with a computer as a means of information management;
– a person is able to work with information in global computer networks;
– a person is prepared to use modern information methods and technologies.
49
Digital technologies allow us to collect and transform the information into great volumes of unique
data. A user should know how to analyse these data and how to use the results in their professional sphere.
So, the user should know how to:
– find new information via formal and informal channels; learn the features of new technologies;
– describe the results of their work while minding the level of experience;
– communicate in ―human – machine‖ system;
– use global and local networks for different objectives.
6.2. Digital tools of social and professional interaction
6.2.1. Digital tools of social interaction
Digital tools nowadays are integral to the process of human socialisation. The direct communication
and interaction of the subject with other people, with organisations, with social institutions becomes
less prevalent. Its place is being taken by interaction through digital communication channels and tools.
The devices and remote communication tools are the most used and simplest to understand.
These include mobile phones, smartphones and the software and applications installed on them.
Modern people natively use instant messengers and video calls to establish and maintain contact
with others. The person they are talking to can be on the other side of the globe or in the next room.
There could be a situation when people would text or call each other while being in the same room.
It‘s quicker and more convenient for them. For example, two people sit at the same table opposite
each other. Has this ever occurred to you? People often use this way of communicating during a
meeting if they want to pass on confidential information. They don‘t want to attract the attention of
others or distract the speaker.
On the one hand, digital means of communication bring people together. Without satellite or cellular
communication, we cannot chat regularly with our friends, relatives, partners and customers from other
regions. On the other hand, they change the quality of such contacts a lot. They change people‘s behaviour
while interacting, alter the depth and emotionality of relationships. We will touch upon all these shifts
further. And now, let‘s consider another type of digital relationship between a person and society.
We communicate not only with specific people. In the course of social life, a person often interacts
with different organizations. You can say that in organizations there are people too. Of course, there are.
No organization can exist without a single person working there. Somebody created it, didn‘t they?
But today‘s organizations are more and more formalizing the interaction with customers. They replace
physical interaction with web-based one.
They use automatic answering devices and voice assistants instead of live communication.
Here we begin to realize the value and importance of the digital competencies mentioned above.
In order to communicate with a voice assistant, you have to formulate the question clearly and follow
the instructions. Otherwise, such communication will have no positive outcome.
To make the interaction with the customers more convenient, today‘s organizations create digital
platforms. What services have already been digitized?
Information platforms give us quick access to the necessary information. These are various search
engines. For example, Google, and in Russia, it is Yandex. Such platforms can also have a thematic focus,
for example, Avito (private classified ads site).
Marketplaces provide access to a large market of goods. They provide the shortest route between
the seller and the buyer. For example, AliExpress, eBay. And in Russia these are Ozon and Wildberries.
Infrastructural platforms provide access to digital infrastructure. For example, interactive maps.
Technological platforms provide access to IT resources and technologies. For example, Amazon
AWS, Microsoft Azure.
Technological and sector-specific tools optimize the interaction of professional participants.
They will be considered in the next section.
50