The relevance of modern digital communication for the development of territorial communities in Ukraine

Problem setting. The impact of IT technologies, innovative handy programs, accumulation and the ability to use a variety of information databases significantly expand a person's ability to respond quickly and effectively to the challenges and needs of the social environment, and most importantly – to be the focus of modern public administration relations. Having largely expanded its own resource potential, man today is a key communicator of public administration processes and, accordingly, becomes an increasingly demanding object and subject in the development of public services, including social, which must fully fill the interests of everyday life. existence, especially in regions with vulnerable social infrastructure. Therefore, the issue of finding optimal and pragmatic communication motives with the use of digital technologies that will contribute to the consolidation of territorial communities and their sustainable development in the current content of decentralization in Ukraine is relevant.Recent research and publications analysis. The concept of "public services" is quite relevant in national scientific approaches. I. Venediktova, K. Nikolaenko, V. Mykhalska, and O. Feoktistova wrote about this. An interesting opinion was expressed, in particular, by L. Andersson and L. Van der Heiden in the analytical report "Directing Digitization: Guidelines for Boards and Executives", which substantiated the study and provided practical advice on taking into account digital technologies in updating the style and content of organizations.Investigating this problem, we also analyzed V. Litvinov's arguments on the use of the Polish experience of digitalization of public services. Also useful for this study are the approaches of the Scottish scientist E. Williamson to the "digital" involvement of citizens and public authorities, which can improve public-state relations and strengthen partnerships between stakeholders. A significant layer of relevant information can be obtained from the material of O. Yevsyukova on the digital capacity of Ukrainian territorial communities at the present stage.Highlighting previously unsettled parts of the general problem. The aim of the article is to outline new challenges in the development of communicative approaches and digital transformation in the content of the tasks of spatial self-organization of territorial communities. After all, it is considered as one of the key mechanisms of socially effective implementation of the state policy of decentralization. Digitalization, with the appropriate interaction of the public (including with the help of public organizations) and self-government bodies, can become the basis of community self-organization processes. The intensity of interaction and the quality of managerial informativeness are also important, which depends on the innovative basis of communication and the organizational culture of communication of actors.Paper main body. In order to speak confidently about the government's ability to promote sustainable community development, it is necessary to point out two important advantages of the digital transformation process and state the need for intermediaries (NGOs) to be unpredictable and constantly changing environmental conditions and its representatives – service customers.The first is the expansion of opportunities for the social functionality of NGOs. Although the use of managerial innovations with the use of digital technologies transforms the perception of all market participants - citizens as customers and NGOs as a performer, the latter still takes the initiative in fulfilling the tasks of social mediation, increasing the effect of competitiveness and skillfully organizes the service delivery process. those who need them.Secondly, it is a feeling of comfort and convenience for all participants in the process of digitalization of services. Qualitative and responsible technological and social approaches to each step of this procedure have a chance to ensure the dynamic establishment of pragmatic public communication of stakeholders. A well-established system of providing social services for all segments of the population and regardless of their geographical location (fragments of the community) is a modern technological novelty around the world. Of course, an important condition for the implementation of long-term plans should be proper technological and innovative network coverage, but this only stimulates the development of public services and a comprehensive approach to its continuous improvement. The process of democratization in Ukraine, its course to decentralize the system of public administration, promoting the involvement of citizens in public discussion and socially significant decisions forces various institutions to adequately respond to the demands of society and technological progress. After all, more and more innovations are reflected in the field of citizen service. This indicates the spread of technological progress and the best innovations of its market to society, to which public policy must respond in a timely manner.In addition, the process of digitalization of services can be an excellent example of the synergetic action of state institutions and civil society in the direction of state formation with a view to the socially just nature of public administration relations. It is impossible to ignore the possibility of significantly simplifying the mechanism of communication between citizens and government agencies, heads of various government agencies, civil servants, clerks, social workers, and others. Conclusions of the research and prospects for further studies. We believe that the successful implementation of modern challenges of communication approaches and digital transformation in the focus of spatial self-organization of territorial communities in Ukraine is important for the prospects of their sustainable development and, ultimately, is a key mechanism of socially effective state decentralization policy. The general success is ensured by the conditions of universal interest in progressive processes, due to the awareness of each member of society of the synergistic effect of the interaction of all actors of communication.