УКРАЇНСЬКА ОРТОЛОГІЯ НА ІНТЕРНЕТ-ПЛАТФОРМІ

The article is an attempt to show the functionality of orthology in the media sphere and to analyze the communicative and ethical aspects in the Ukrainian WWW segment. The role of educational portals in promoting the Ukrainian language and improving certain provisions of its style and culture are explained; effectiveness of network resources in the process of self-education is investigated. The author drew the attention of users to important educational publications, portals of language policy in Ukraine and the world, blogs, forums on the Internet platform. Objective of the study is to show the functionality of orthology in the field of mass media; analyze the communicative and ethical aspects of language culture; to find out the role of public discussions of scientists in improving Ukrainian spelling; to track the filling of online resources with educational publications, blogs, forums on the Internet platform and their importance for learning Ukrainian as a state language. Ukrainian orthology, as a science of language culture, tells society the path to mobile literacy. Polls show that readers do not trust the author if the material contains grammatical or logical errors. This is associated with the superficiality of knowledge. Given the wide range of issues that disrupt educational portals, researchers should constantly make content analyzes of publications and make practical recommendations for the future. Internet resources have a chance to be the focus of society’s needs. Studies of Internet resources in the Ukrainian segment of the World Wide Web have shown that the virtual platform provides a presentation of public opinion on issues of language policy in Ukraine, educational reform, functioning of the Ukrainian language as a state language. However, it is difficult to do this on a volunteer basis, and requires state support for the publication of dictionaries, textbooks, an electronic library, and more. In social networks, the issue of the Ukrainian language is the main topic in public discussion, first of all the language law of Ukraine, the new edition of the Ukrainian spelling, the problems of culture and stylistics of business communication. In electronic versions of printed editions, readers express their support for the state language and demand implementation of the Law of Ukraine “On Ensuring the Functioning of the Ukrainian Language as State” (2019). Ukrainian orthology develops as a doctrine of the culture of speech in many aspects; communicative intention, empathetic essence, pervasive influence. The level of knowledge of the Ukrainian language in Ukraine is a manifestation of the general culture of its citizens. Language consciousness is an integral part of language culture. On the Internet platform, the opportunities for successful mastering of the imperative rules of the Ukrainian language culture and the dissemination of information are competently and aesthetically created. Orthology aims to regulate dispositive and apodictic norms in the culture of mass communication. Orthology, together with stylistics and rhetoric, regulates linguistic etiquette, defines the criteria of aesthetic speech. The ethics of the word eliminates the manipulation of linguistic means. Key words: Ukrainian Language; orthology; norm; persuasive communication; visual information; apodicticity.