AIMS AND METHODS OF FORMING COMMUNICATIVE PERSONALITY IN TEACHING AT UNIVERSITY

The article deals with the aims, principles, methods and techniques of the formation of communicative culture of students of high schools on the background of the dynamic socio-cultural and communicative processes in the Russian language the second decade of the twenty-first century.Starting with the traditional definitions of speech, the authors seek to logic circuit to the justification of the communicative culture formation methods in the conditions of modern sociolinguistic development of the Russian language. Features of communicative culture are considered in the aspect of literary norms and practices of communication tasks. The article raises the problem of according the language system and the norms to the conditions of communication in a given society at a particular historical era. Literary norm is considered as a benchmark of effective functioning of the language system in communicative processes.The article pays a special attention to expressed in the 20s of the last century, but until today still not conscious ideas G.O. Vinokur about the role of speech culture as a humanitarian technology which is able to ensure sustainable social development.Along with discussion of theoretical questions of communicative linguistics the article contains a number of proposals in the field of methodology of formation of communicative culture of the university graduates