Today one of the major problems of education implies a collision of information culture of students who called digital native and information culture of teachers who began to use the possibilities of these technologies in adulthood (digital immigrant). This led to a rapid rise of the amount of information that is really an information explosion. It also leads to large-scale changes in the methods and the nature of communication between people and development of the information society as one of the leading contemporary social processes. Such changes of socio-economic conditions can not affect the socio-psychological and psycho-pedagogical portrait of the students, the nature of their participation in the socio-political and professional life.
Presentation of a range of issues related to this problem in the form of cross-cultural conflict we understand culture as a set of all non-hereditary information. We want to explore the mechanism of knowledge that constantly develops the most cost-effective and compact means of storing this information. This problem is a consequence of the global spread of the Internet, the rapid development of communications and software and has many aspects and implications. Today's students are the first generation who grew up with these new technologies. They have spent their entire lives surrounded by and using computers, video games, digital music players, video cams, cell phones and all other games, and adaptations of the digital age. “Today’s average college grads have spent less than 5,000 hours of their lives reading, but over 10,000 hours playing video games (not to mention 20,000 hours watching TV” (Prensky, 2001, 2). Computer games, email, the Internet, cell phones and sms-messages are an integral part of their lives. Now it is impossible to imagine the learning process without information from Internet and computer technologies. Social networks and other Web 2.0 technologies (blogs, wikis, web conferences) allow to talk in real-time (synchronous) or asynchronous, bringing people in different parts of the world, contributing to the management of joint projects. It allows remotely create products efforts of two or more of the intellects, that is a way to be active participants in the new participatory culture.
Therefore it is necessary to use the desire and ability of students to use modern means of transmission, processing, creation and presentation of information, thus depriving them of effective teaching tools. Such students have the hypertext structure of the cognitive structures, that is, the cognitive processes occur in parallel rather than serially. Therefore, based on the textual supply teaching any subject can sometimes slow down the processes of learning, because today's students are accustomed to receiving information through other channels.
Studies of these changes already have a solid history. They have gone from the analysis of "virtual reality" and "cyberspace" to the critical theory of new media and interdisciplinary project about Digital Humanities, however implies the transformation taking place in the culture due to the expansion of digital technology and still poorly understood. The ambiguity of the interpretation of these concepts implies the evidence that the analyzed phenomenon difficult to study and is in the process of formation. The dynamics of change are far ahead of the accumulation of knowledge and research reflection. “Students are frustrated and increasingly dissatisfied by the digital disconnect they are experiencing at school” (Toledo, 2007, 85). It is clear now that the result of this ubiquitous environment and long-term cooperation with them modern students conceptualize and process information fundamentally differently from their predecessors. These differences extend much further and deeper than most educators can imagine. The concept of "digital culture" as well as the concept of "cyberspace", "cyberculture", has a different interpretation. For some researchers to explore the digital culture is simply the the transition of media from analogue to digital formats. There is actually a digital culture is identified with the new media. Other researchers believe that only changed learning environment, rather than the students themselves, hence the difference in relation to methods of processing and storage of information is due to the progress of scientific and technological progress, not personality changes under the influence of information technology on its formation. However, the scale of the development and spread of information technology could not bring qualitative change in the process of formation of the personality of students and communication with other people. “Teachers or trainers of today’s students realize at some point that they do not understand how many young students learn, or at least how they prefer to learn” (Rikhye et al., 2009, p.7). For the current generation of digital people events associated with the ongoing process of development and penetration are the part of their daily lives so they use more and more new information and communication technologies. Due to the steady increase of information technology it is quite reasonable to talk about the process of virtualization of human activity, which entails the alienation of man from the real life and can lead to complete replacement of their real images. The scope of technological breakthrough, the phenomenal possibilities of the practical properties and, as a consequence, ubiquitous / presence allow us to consider the Internet as one of the determining factors of the culture of the new millennium. Thus, we can say that the Internet contributes to the development of the process of symbolic exchange in which individual self-understanding digital native mediated symbolic materials from various sources. It is important to note that in intercultural communication as the Internet serves as a cultural standardizer (via netiquette) and reveals cultural differences.
Internet is a means of not only the mass and global communication, stepping over national borders and unites the world's information resources into a single system. In recent years, virtual communication, virtual communication is increasingly replacing real communication, creates a new sphere of information exchange leads to the emergence of new types of relationships. Communication via the Internet is arranged in such a way that at one extreme acts professional manufacturer information, and the other is always a massive subject - advance indefinitely largest set of anonymous users. Internet technology makes cross-border communication. Communication ceases to be tied to the location of communicating. On this basis, the Internet can fulfill the social and the creative function, that is, to form the new community with a common information base and the overall value-regulatory basis. The general thrust of the development of information dissemination is the approval of heterarchical (horizontal, equal) the order on the site of a hierarchical (vertical, with the dominance of one of the subjects of communication). There is a shift from one-way to two-way communication model.
In Internet communications the audience can participate in the production and exchange of information, including each other. The audience is no longer (if they wish) to be only recipients of the message. However, the use of interactive features never overcome the natural division of roles. Thus, we can conclude that Internet communication is one of the most common and widely used types of global world - the Internet, which not only serves as a joint information-cognitive and communicative activities, but in many ways is a bearer of modern moral values, and which is characterized by a variety of methods and forms of communication. Teachers can use a new twist on their professional activities such as the formation of valuable orientations of students to ensure their independence and immunity effects of manipulation of social technologies is important to the formation of a critical attitude of students to content textbooks offered. The current content of education should include sections that introduce students to the techniques of self-regulation and self-education.
The new rate of acquisition of information requires the game form of training, and the existence of students in a qualitatively new, special and more information-rich environment affects the structure of their brain and requires new forms of learning. “Because of this perceived gap, there are concerns that teachers are inadequately prepared to facilitate young people’s understanding of and engagement with such technologies” (Guo et al., 2008, p.237). We can come to the conclusion that the thought processes digital native is not linear, and parallel to, and that the thinking of today's youth is different different combination and intensity of cognitive skills, the training they resort to other forms of concentration, caused by the existence and necessity of existence in an interactive environment. Features of high-tech post-industrial society necessitate assimilation and possession of large amounts of information than it was in the pre-computer age. This requires non-existing on the qualitative characteristics of intelligent effort. Among the features characteristic of this generation, can be highlighted the following features: multi-tasking, fragmented thinking, active interpersonal interaction through social networks, the desire to make their personal contribution to the establishment and development of the surrounding world, the dependence of young people from a variety of digital and mobile devices. Knowledge of these features allows to a university professor to determine the selection and design of the content of education for modern university. Furthermore, knowledge of the characteristics of thinking, ways of working with information and new technological tools allows the teacher to effectively build interaction with the students in the learning process and to develop a new role - a mentor, giving up earlier roles: manager of pedagogical process and the sole source of information
However, digital communications may give rise to new problems. For students it is important to intensive communication with their peers. At present, the private student chat displaced communicating in chat rooms and a variety of social networks. Due to the limitation of communication reduces communication skills. Currently, parents are often transferred to the youth of their own failures in family, professional and other areas, serious professional and personal problems. The result of such a relationship in the family is the reluctance of students to become more conscious. At the forefront of young people out of entertainment, rather than a specific search for the meaning of life, the desire for individualization. The negative effects of the Internet is reflected in the social anomie, that is, the destruction of the same value system with another system unformed. Also, there is the cultural deprivation, that is, the limitation, denial of access to spiritual resources and opportunities necessary to meet the basic needs of students, for the full formation of the person, the sources of which are located in the area of cultural experience of mankind. Directly related to the mosaic culture of fragmented thinking, also penetrated into all spheres of human activity, especially in film and literature. Argued that fragmented thinking exclusively negative phenomenon, which is the main reason for the decline of secondary education. Most of the authors of publications, one way or another connected with the phenomenon of fragmented thinking argue that the holder is unable to build a logical chain from the general to the particular and, as a consequence, can not carry out the simplest analysis, and this must be addressed. Because of this failure occurs from reading the text in its classical form, as key features of fragmented thinking as we have said, are the high speed of information processing, and the preference of non-textual, figurative texts.
The mood of the rapid digital native cyber search leads to the fact that the mechanisms that control the more traditional training methods insufficiently developed and gradually hand over positions. Atrophy communication skills face to face is the loss of neural pathways that control communication and interaction with others. There is a strong isolation of the individual from society and spontaneous, the sudden emergence of a new relationship between people is becoming a rarity. Most of the teachers, as "digital immigrants" do not see the need to change the spent years teaching the subject process to switch from using only paper-based and outdated tape to new electronic devices. Since the role of the teacher in the use of blended learning is increasing, we can say that the motivation and desire to educate themselves completely the need of the modern teacher in his work with students.
Virtual speech chats and social networks differs from the real question: it devious of phonetic components and uses the most reduced form of communication. This form of communication does not require detailed proposals from interlocutors and large vocabulary resulting in a similar conversational practice leads to the impoverishment of vocabulary and grammatical structures stock. Therefore, to resolve the conflict and to the digital-to-digital generations of the participants of the educational process it makes sense to develop not only skills compression of text that is traditionally performed at training abstracting.
High rates of development of the Internet, promotion of social networks, blogs, web forums have led to significant changes in the structure of communication of today's youth. Communication on the web takes place in the context of mass communication and has its own characteristics in contrast to the traditional direct communication in life. Internet is not only a source of information, but also a means of communication and space, which has its own virtual meeting places. These places have always been forums where people can share with each other their views on the subject, established on the forum. Blogs where everyone can speak in a free manner, usually monologically (it is freely available to site visitors). Chat rooms, where communication between people takes place in actual time.
Such a variety of virtual communication tools allows deep diversify and ways to interact with the students, particularly in regard to their inclusion in the distance learning technology, that is, in an environment where teaching and student are separated by space, as well as to maintain the continuity of the educational space. This method of interaction can significantly expand the boundaries of ideas about learning, change the position of the teacher as the "older" model partner position. Knowledge is understood not as an impersonal information as well as a set of skills, actualized in a system subject of activity, which is based on his personal interest and personal qualities. The network is actively used as traditional religions and new religious movements. The process of secularization, which was held under the banner of the XX century, was replaced by a growing interest in the world of the sacred. Religion still has a great attraction for the modern man.
The very essence of religion laid down communication links. Internet - a global computer communications network. And religion, and the Internet can have a lot of common points of intersection in contemporary culture. We see that the virtual has become part of a religious consciousness and a religious cult. In the context of the secularization of religion was part of the Web, which has become a space for missionary work. The network is ample opportunity for experimenting with his religiosity. The Internet provides an opportunity for games, searching, thinking about religion. Erasing the boundaries between real and virtual generates new forms of religiosity. More often than not do not have a real "twins" of religious organization because of its radicalism or exotic could not find a place in the real world.
The secularization of traditional confessions made to transform and develop the information space. World religions arose from a call to erase national borders. Internet makes it possible to erase the spatial boundaries. Internet has overcome the distance, as was once the world's religions to overcome the boundaries of nations. Internet communication is a separate space where the identity of the communication partner act modeled themselves. At the same virtual communication we deal with such a situation, in which the speaker with a minimum of information about the recipient of data creates its own image of him and trying to imagine how his words are perceived. Thus, the real target is not available, it can only "being finished" in the mind of the sender with imagination, experience, mental characteristics, stereotypes, the objective conditions in which the recovering information. In other words, Internet communication a user, how it wants to see the other person, who has to build the image of the counterpart, based mainly on verbal signs and their own state of knowledge, and to anticipate the reaction of the user imaginary. Thus, communication in Internet communication is written fixation of speech. This affects the specificity of spelling, pronunciation and locking features of punctuation, which returns a semantic meaning. The process of development of communication has existed since ancient times, and it continues to evolve to this day. The communicative act must be maintained at all times. Only then will the communication between people will acquire the correct influence on each other. Today's young people do not feel like their parents, shyness in front of the academic institution library or extreme reverence to it, they believe that a library is one of the service organizations designed to serve its own university: to help in the teaching, research and finding the right information. The ratio of youth to the library devoid of metaphor and any mysticism, it is very specific and utilitarian. Like all modern clients, young people are very sensitive to the quality of services and have high expectations.
Internet telephony is indispensable, given that it provides each student with the opportunity to receive individual channel to communicate with native speakers, and more. Not so long ago there was such a thing as an online conference, you have the opportunity through the Internet to negotiate with several people, using different ways of transmitting information. It provides a rare opportunity to communicate not only alone with a native speaker, but also in the group of persons whose native language is of interest to us. A distinctive feature of communication in these groups, and this is usually the group gathered on some interest is the spontaneity of speech that enables the use of all sorts of conversational cliches and formulas, as well as the often emotional and expressive.
Thus, the rapid pace of development of the information society has led to a transformation in communion. Students are active users of the Internet, every day a lot of time on the web. The preferred method of communication is a social network. Internet communications have led to a significant expansion of friendly circle. Social skills and critical thinking skills students learn better during a live interactive dialogue, debate, analysis in the audience in the context of real life. Therefore there is no need to completely rebuild the system of education, adapting them to the education of children of the digital age (Gaston, 2006). It is advisable balanced mix of live and computer interactive technologies, to take into account the strengths of the digital generation, use them in the learning process. Knowing the weaknesses of digital native to help them in overcoming them. In the new digital and new real, living world and among the "digital natives" and among the "digital immigrants" will be demanded by those who harmoniously combine the skills of social and virtual worlds. The new generation of students and pupils require new interactive ways of learning as much as possible using their interest in ICT and communicate with their peers from other parts of the world. It seems that the study of digital culture is not confined to the analysis of digital technologies, formats and gadgets, and affects a variety of aspects of life in the modern student is to analyze the changes themselves practices and products of human activity. So the study of digital culture requires not only an analysis of its phenomena, in itself important, but turns into a study of what is going on with the culture in the era of digital dissemination. Thus, the study of the impact of digital communications on the culture turns into not only the study of digital culture, but cultures and interrelated and interact with each other in different research paradigms. We must look for analytical models that enable the development of local models of digital communication tools and their impact on culture. Young people are much more receptive to audiovisual information and prefer the traditional linear text hypertext. Thanks to the Internet, they are used to receiving information immediately. They also become accustomed to running in parallel communication and search processes. Internet access was available to them most of life and virtual reality for them is just as important as the real world.
References
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Prensky, M. (2001). Digital natives, digital immigrants part 1. On the horizon, 9(5), 1-6.
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Wang, E., Myers, M. D., & Sundaram, D. (2012). Digital Natives and Digital Immigrants: towards a Model of Digital fluency. In ECIS (p. 39).
