The relationship between people and nature is one of the most important current issues of human survival. This circumstance makes it necessary to educate young people who are receptive to global challenges and ready to solve the urgent problems of our time. The purpose of the article is to analyze the experience of the environmental behavior of young people in the metropolis. The authors studied articles and monographs that contain Russian and international experience in the environmental behavior of citizens. The following factors determine people’s behavior: the cognitive capabilities of people who determine the understanding and perception of nature and the value-affective component that determines the attitude towards nature. The next task of the study is surveying young people through an online survey and its analysis. The research was realized in Ekaterinburg, the administrative center of the Sverdlovsk region (Russia). The study of the current ecological situation in Ekaterinburg made it possible to conclude that the environmental problem arises not only and not simply as a problem of environmental pollution and other negative influences of human economic activity. This problem grows into transforming the spontaneous impact of society on nature into a consciously, purposefully, systematically developing harmonious interaction with it. The study results showed that, from the point of view of the youth of Ekaterinburg, the city’s ecological situation is one of the most pressing problems. Despite minor improvements over the past 3–5 years, this problem has not lost relevance, and regional authorities and city residents should be responsible for its solution. Young people know environmental practices, but they often do not apply them systematically. Ecological behavior is encouraged and discussed among friends/acquaintances. The key factors influencing the formation of environmental behavior practices are the mass media and social networks. The most popular social network for obtaining information on ecological practices among young people is Instagram, and the key persons are bloggers. This study did not reveal the influence of the socio-demographic characteristics of young people on the application of eco-behavior practices, which may indicate the need for a survey of a larger sample.

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The article is devoted to the problem of intercultural communication and identifying the significance of bilingual practices in the context of globalization. A review of the research on this issue proposes to consider bilingual practices as a means of intercultural communication. A review of the research on this issue proposes to consider bilingual practices as a means of intercultural communication. It is proved that the basis of bilingual practices of students of the university is social action. The results of a theoretical analysis of the problem and practical activities in this area confirm the possibility of designing bilingual practices as an effective means of intercultural communication. The novelty of the research consists in substantiating the potential of bilingual practices for solving intercultural communications that are significant for students of the university. The bases of this study performed on the methodological foundations of the activity and socio-cultural approaches. The results of the inclusion of bilingual practices as educational and extracurricular events in the communicative activities of students through training on the educational programs of the university, organization of project activities aimed at developing their intercultural competence are formulated ResultsLet us consider bilingual practices as an example of the Ural Federal University named after the first President of SHS Web of Conferences 69, 00106 (2019)

Российское образовательное пространство вузов характеризуется социокультурным взаимодействием в смешанных группах (в которых учатся студенты из разных стран мира). Социокультурное взаимодействие создает условия для формирования таких компетенций, как толенрантность, навык работы с представителями иных стран и культур. В исследовании принятии участие студенты из России и из Китая, обучающиеся в вузах Екатеринбурга (N=1000 студентов) и эксперты в области образования России и Китая (N=20). Для интерпретации данных исследования использовались следующие методы: сравнительный и уровневый анализ результатов исследования; статистические методы: метод описательной статистики, метод парных распределений, шкала Лайкерта, t-критерий Стьюдента. Результаты исследования позволили выявить различия в культуре студентов, основные моменты, затрудняющие повседневное взаимодействие в рамках одного образовательного пространства российского вуза: недостаточное знание социальных нормативно-этических установок новой социальной и культурной среды; несоответствие в некоторых культурных ценностях; проблемы понимания и неоднозначности расшифровки русской речи. Выявлена закономерность, демонстрирующая процесс инкультурации китайских студентов в процессе обучения в социокультурных условиях российских вузов. Так с момента поступления до момента выпуска происходит повышение показателей социокультурного взаимодействия китайских студентов: информационно-аналитическая составляющая (от M = 27,7 до М = 31,8), мотивационнооценочная составляющая (от M = 27,6 до М = 32,3), коммуникативная составляющая (от M = 25,2 до М = 31,6), деятельностная составляющая (от М = 24,2 до М = 32,1). Но для достижения высоких показателей необходимо уделять внимания процессам оптимизации через совместные российско-китайские мероприятия по организации досуга и отдыха, совместные общественные студенческие объединения, экскурсионные программы, направленные на знакомство с культурой принимающей страны, совместном взаимодействии российских и китайских студентов в социальных сетях и мессенджерах. Ключевые слова: интернационализация высшего образования, российские вузы, социокультурное взаимодействие, страны БРИКС, студенты из Китая Перспективы Науки и Образования Международный электронный научный журнал

Introduction. The development of online marketing in social networks creates unique opportunities for personal selling. Especially these opportunities are manifested in online education when they buy a brand of an expert with experience in a particular field. That is why a competitive space is being formed in the Instagram social network, where a personal brand acts as a product or service. Materials and methods. Studying the effectiveness of promoting a personal brand in social networks based on the Instagram platform was chosen to have great visual opportunities for self-presentation. As part of the collection of empirical material, two methods were used: a survey (N-200) and content analysis of three blogger accounts with high rates of activity and popularity. Results and discussion. Content analysis of bloggers showed that an algorithmic feed on a social network allows bloggers to control the content. To help them, Instagram provides statistical data on user reach, thereby capturing trends in the movement of the blogger’s audience. The main task of a blogger is to combine real and “virtual” images so as not to lose consumer confidence. A survey of social network users confirmed the importance of a personal brand for them. The survey also made it possible to identify the most popular audience requests that they expect from bloggers and their accounts: valuable reviews and recommendations, case studies and author’s solutions, storytelling, blogger’s reflections and motivating messages, live broadcasts, and stories are important. Conclusions. The results obtained underline followers’ high level of interest in the bloggers’ personal brand on Instagram. The study results show that the most significant number of those involved (those who give feedback and are constantly involved in interaction with the account) is where the formation of a personal brand is built to a greater extent on the emotional level of perception of the individual.