The research presents the attempt to comprehend the challenges of digital transformation of higher education in the framework of teaching Literature to the students of the educational program "Advertising and Public Relations". This discipline is of significant importance for future specialists in communication as it provides axiological and conceptual dialogue with the students. Therefore, the authors consider how the choice of analyzed pieces of fiction and the applied methods of online teaching influence forming the sense of social as a component of the students' professional competence. The authors present the ways of informational and communicational interaction in online classes through the prism of the sense of social as a conceptual dominant of digital teaching of Literature as communicational practice. Beside this, the authors present the analysis of the students' life values transformation in the turbulent situation and consider the functional changes of the university Literature teacher's role in digital education. The conducted research confirms the correctness of the choice of all-human themes and values as determinants in discussing fiction in crises, and the adequacy of classroom management in the format of communicational practice. All this enables the authors to formulate their position on the prospects of digital literature teaching in face-to-face education.