NATIVE RUSSIAN SPEAKERS’ SPEECH CULTURE DEVELOPMENT AS A RESPONSE TO MODERN CHALLENGES

Rationale is the search for an answer to the question that concerns many today, whether it is possible to ensure the security of the individual and the state as a whole by means of language in a communicative space filled with threats of a different nature. The aim of the study is to prove that raising of speech culture level as an extremely relevant field of knowledge and a sphere of practical competences in the face of new challenges of modernity should become the subject of closer comprehension not only of specialists but also of the native speakers of the Russian language, since the contemporary speech is one of the components of national well-being. Materials and methods. The data used are works on the culture of speech, orthology, and communicativism, legislative acts, as well as various linguistic factual materials inherent in modern discourse. The analysis was carried out by means of descriptive, stylistic, statistical, and contextual methods; the study of the factual material was carried out by means of observation and questioning. Results. The results of the study showed that improving the speech culture of modern Russian speakers cannot an aim, and the approach to solving this problem is formalized and not aligned with the new reality. In the current conditions, when communicative activity becomes difficult to regulate, a special life-saving means is the speech culture of a person, often in the literal sense of the word, ensuring his or her physical survival. Results application. The results might be applied in the course “Russian Language and Speech Culture” as well as might be useful for the teachers who teach this cycle of disciplines in institutions of higher education.