Abstract:

Over time, digital development is gaining momentum and generating new segments arising from continuous scientific and technological progress. Some of these segments are becoming increasingly important and can be positioned in science as an independent phenomenon or process.  This is directly related to the emergence of the so-called "economy of communication" in the system of determinants of the digital economy. The article describes the function "communication" in the process of realization of economic activities of companies and their interaction with the consumer: as a method of management, technology interaction with the consumer to promote products and services, way training of personnel; tool of business development; company's competitive advantage; part of the labour market; forms of psychological satisfaction of the individual. It is proved that with the help of conversation and communication in the conditions of digitalization, a new system of economic relations is built about the production and distribution of products and services, as a result of which a specific economic result is formed in the form of an increase in productive knowledge, an increase in sales, income. It is determined that the vast majority of external forms of communication in the digital environment is carried out indirectly, using a range of information, digital platforms and high-tech means of communication. Taking into account the dynamics of the development of the Internet, social networks and e-Commerce in the world in recent years, the assumption is made about the prospective growth of the scale of the economy of communication as a determinant of digital development.  It is proved that behind the obvious advantages of the economy of communication, which are actively used by companies around the world, building data communication and commercializing the result, there are threats and dangers of information, economic and psychological nature.