The article investigates the publicity phenomenon in modern education as a moral-communicative discourse of a technogenic society. The study confirms that a person's identity falls under the manipulative influence and becomes the target of direct social and communicative coercion in the public environment. The educational environment includes a lot of public informatization. The article proves that educational media practices in public communications form certain public strategies such as the social organization of society, its socio-cultural norms, and values. The nature of these strategies is sometimes contrived, perfunctory and favorable for information confrontation, serves the only material interests and needs. The study proves that the concept of communicative competence of modern youth, which is constantly in a changing, information-saturated public environment, becomes especially important in the modern educational environment. It must have complex communication skills of social and public adaptation, techniques of effective interpersonal communication in which morality would not have a hidden nature, would not focus only on the physiologically-hidden nature of a person and would not invent surrogate identities. Such kind of publicity including the skills of communicative competence in the educational environment is the requirements of a modern technogenic civilization trying to survive. It is stated that in the present time when information and communication can act as effective activators of value-moral principles of educational culture. Such communication skills are necessary for the fast formation of sustainable principles of cross-cultural understanding that would support the values of tolerance and a healthy lifestyle. In such a case, the development of science and educational competences of all participants of the educational process should lead to periodic modification, improvement of the whole system of interpersonal communication, giving them new forms directed to the tolerance, in which the subject of communication finds himself in the "Other", or find "Other" in himself.

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In this article, the author analyzes two systems of educational communication - post-Soviet and the most modern. At that, the most modern is defined as one that is fully dependent on the use of advanced public techniques and technologies, creating a so-called culture of public individualism of the educational space. It is proved that the modern public-educational space, striving for the conditions of technogenic singularity, acquires new open models of social-educational practices, which significantly change not only the criteria of social identification of the younger generation but also actualize the compromise between conformist multiplicity and identical integrity of higher education seeker. Public-educational interactions of technogenic society as a moral-communicative discourse in modern technogenic educational programs have a hidden manipulative nature, which is focused not on self-identification but collective interpersonal communication. In this communication, an important role is given to surrogate visual and public representations, which do not always carry the required educational load but only blur the information field, filling it with dual meanings. Intensive activities are being carried out in Ukraine to attract universal values and democratic ideals of Western society, but the public minority remains the key mechanism of social control over the majority. In this regard, the notion of communicative competence of a modern young person who studies and is always in a changing and information-saturated public-educational space acquires special significance.