Communication Culture in the Globalised World and Its Influence on the Country Image Making

The purpose of the article is to determine the influence of communication culture on international image making of the country. The research methodology is to use methods of analysis and synthesis to study communication culture and communication technology. The structural method is to determine the processes of communication and communicative functions. An interdisciplinary approach has been used to identify information and communication technology shaping the international image. The scientific novelty is to define the concepts of communicative culture and virtual reality as a special cultural space to shape the country's image at the international level. Conclusions. The article proves that there is an expansion of information systems and communication technology in the globalised world, which are characterised by efficiency, free access, and impact on society. At the international level, the typology of modern communications includes media diplomacy, public, electronic, image and cultural diplomacy, state branding, investment imaging, media relations, advocacy, social communication platforms, which create a sociopsychological image of a subject, which affects the behaviour of the person in the cultural and political sectors. Communication culture is determined by prevailing societal norms and ways of fixing, preserving and disseminating cultural content, and the social communication system is an embodied communication culture. Communication technology is considered as a sociopolitical phenomenon that operates in various forms, implemented through tools and mechanisms to meet national (state) corporate and public interests. Thus, communication occupies a dominant position in the information society, and virtual reality is perceived as a special cultural space