Formation of digital communication in the organizational and pedagogical activity of the university

Problem statement. The active development of digital technologies has had a serious impact on the field of education and led to the formation of a new information and communication environment at universities. Within the framework of the study, the features of the formation of digital communication of organizational and pedagogical activity of a modern university were considered. Methodology. The main methods chosen are a SWOT analysis of opportunities and threats associated with the introduction of the digital environment at the university, and a sociological survey to assess the attitude of all participants in the educational process to the digitalization of the university. Results. The study of the process of digital communication of the university's activities made it possible to design a pilot communication model of organizational and pedagogical activity of the university in a new digital environment. The trends in the development of the knowledge society focused on the activities of higher educational institutions and the sphere of educational services are also identified. The main provisions in the field of the processes of formation of elite consciousness and professional domestic elite capable of continuing the development of progress have been formed. Conclusion. The proposed pilot version of modeling the digital environment of the university helped to formulate the basic requirements for the organization of higher school activities and highlight the current directions of development: activation of innovative and creative potential of students, scientific and project activity of the teaching staff, improvement of the competence-based professional level of training of personnel and employees of the university, contributing, among other things, to personal development and increased labor efficiency. This strategy will help the university become a brand and take a stable position in a competitive environment, create stable economic development, and, as a result, expand partnerships, scientific and educational projects that give the right to enter the modern socio-cultural space of the country and the world.