The purpose of the work is to investigate the formation of information culture as a defining characteristic of modern communicative practices and socio-cultural existence of man in the digital environment. The research methodology consists in the application of analytical, semiotic, systemic, culturological methods in the study of information as a fundamental factor in the formation of information culture and in general the digital environment of the information society. Information is a subsystem capable of transforming all spheres of society, while forming the needs and skills in obtaining, processing and transmitting information. Oversaturation and rapid circulation of information encourages the introduction of the concept of information culture, which can become a cognitive filter in the selection of information. The scientific novelty of the work is to expand information on the impact of information on the deepening of socio-cultural competencies, the level of socialization and education of the individual due to the information factor, as well as the ability to resist the negative effects of information on society in various forms. Information culture should become the core of the modern digital environment not only as an indicator of literacy and competence, but also as a general worldview vector that can influence the explanation of reality, commenting on current events, promoting important norms and values. Conclusions. In recent decades, information culture has become increasingly relevant as a phenomenon generated by the information society, mediated by Internet communication and modern communication practices in general. The development of modern digital information space generates a huge amount of information that is transmitted from person to person, but, at the same time, grows into a social phenomenon that shapes the thinking, behavior and actions of communities. The information culture of society becomes tangential and affects various spheres of life, which can no longer be understood and defined outside the information context, while serving as an effective factor in human perception of the surrounding reality, the world at large. Information culture is directly related to the social nature of the individual, due to the relevant values and worldviews. Modern information culture is inextricably linked with technological progress and means of communication, which are the determining factors of social development that can influence the way of social life and worldview. Thus, the formation of information culture of society becomes an important and continuous process, mediated by the influence of information of human existence.
Key words: information, information culture, communicative practices, communication, digitalization, information society.
Estimation of the Cooling Rate of Six Olive Cultivars Using Thermal Imaging