REFLECTION OF PREJUDICES AND STEREOTYPES IN CROSS-CULTURAL COMMUNICATION

Abstract

Based on various examples, including ones with Dagestan national culture, where a place and role of prejudices and stereotypes in cross-cultural communication are analyzed. Factors in the creation of stereotypes in communication activities involved in business language were identified. There are positive and negative factors that deserve to be emphasized with the presence of stereotypes in the modern culture and in people's minds. An integrated approach to co-education and interaction, relation to formation of stereotypes among youth, older generation and representatives of different nationalities. The analysis of research is of scientific and practical interest for training specialists of Mass Media, public relations, in the practice of usage of problematic-developing education technologies. A negative undertone of prejudices can be overcome by education and changes of public morality. The can also disappear as a result of collapse with existing standards of conduct in a society. New aspects of professional educational activities in teaching and communication in the process of sociocultural exchange were highlighted. An overall result of the analysis is that albeit particularly challenging and almost impossibility of elimination of stereotypes from a modern sociocultural life it is necessary to make joint efforts to overcome negative thinking in cross-cultural communication.