Digitalization of society necessitates the implementation of new technologies into an educational process on a daily basis, so educators are in constant search for new means of facilitating this process and should consider the challenges of a digital world. The paper hypothesizes the idea that by improving students’ digital and media literacy using self and peer assessment techniques in blended learning, the effectiveness of the educational process will increase along with the development of students’ responsibility and autonomy. To prove the assumed idea a research has been conducted with the students enrolled into the educational process of Simon Kuznets Kharkiv National University of Economics (Ukraine). In the paper an alternative assessment method based on interrelation between students’ digital and media literacy and their autonomy and responsibility is offered to be implemented in the English-language classroom.

The paper reveals and describes communicative failures caused by differences in structures of communicants’ lingua-ethological encyclopedic knowledge based on the cognitive theory of dynamic construal of meaning. А communicative failure is viewed as a speech-behavioural act, where there is no semiosis (the addresser’s verbal and/or non-verbal utterance does not evoke any conventional conceptual content in the addressee’s mind) or there is ambivalent semiosis (the addresser and addressee privilege different aspects of the conceptual content structured by different frames (scripts)/domains, which results in the divergence between the addressee’s inferences and addresser’s presuppositions. It is alleged that communicative failures can be caused by differences in structures of communicants’ lingua-ethological knowledge of general principles regulating communicative behaviour. The addresser’s verbal and/or non-verbal utterance triggers different aspects of the conventional conceptual content in the minds of the communicants structured by different frames (scripts)/domains, which leads to the divergence between the addressee’s inferences and addresser’s presuppositions. Differences in structures of communicants’ lingua-ethological encyclopedic knowledge result from the addressee’s failure to select the most relevant way of interpreting the addresser’s utterance due to the violation of interpersonal rhetoric principles, in particular, Relevance Theory principles caused by a disregard of lingual and extra-lingual context of a communicative act. This results in a false interpretation of homonymous verbal utterances, utterance implicatures enabling both literal and metaphorical interpretation or implicatures connected with recognizing irony/sarcasm as well as the addresser’s communicative intentions and utterance addressing.

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Distance learning technologies occupy a strong position in the higher education system: they can serve as an instrumental basis for organizing distance learning, they can be actively used in combination with traditional forms and methods of teaching, and they can be used to build networking between universities and employer organizations. There is much experience in using distance learning technologies by university teachers when working with students, which needs to be rethought. The purpose of this study was to show how an educational platform, such as the S. Kuznets KNEU Personal Learning Systems, can be used to provide educational services in the face of unpredictable barriers in the current circumstances in Ukraine to substantiate the importance and feasibility of developing and implementing distance learning courses on this platform to increase the efficiency of distance learning. The study reveals the importance of using distance learning technologies in the educational process. Distance learning offers many advantages, such as geographical diversity, efficiency, continuity, individual approach and personalized program. The article analyzes the experience of using distance learning technologies on the example of Simon Kuznets Kharkiv National University of Economics. The existing difficulties of using distance learning technologies are specified. The algorithm for using the Moodle distance learning system as a tool environment for developing online courses by teachers, distinguished by its functionality, flexibility, reliability and ease of use, is prescribed. However, Ukraine's education system must catch up with the fundamentals underlying distance learning courses. It is necessary to train highly qualified teaching staff capable of working with students remotely to ensure the effectiveness of distance learning, provide students with updated learning materials, and make courses comprehensive, engaging, and easy to understand. However, the prospects in this area of education in Ukraine are prominent

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