SPECIFICS OF THE CONCEPT OF "EAST" AND INTERCULTURAL COMMUNICATION

Today it is necessary to look for ways of peaceful co-existence between various cultures. For this purpose, interacting parties have to consider specifics of each other. In a cultural component, it is possible to divide traditionally modern world to the East and the West. The countries of the East and the country of the West form two opposite poles of culture. Thus, the object of our culturological research is the universal culture, the subject of our research is "East" as a concept. The problem of our research is that there is no consensus concerning the East and its culture, nevertheless, between all representations a certain connection is traced. We believe that "East" can be considered not simply as the concept reflecting some aspects, but a complete concept. Nevertheless, we revealed that at all variety and at all diversity of researches of the East, any researcher didn't pay attention to the East as an integrated concept. Various definitions of the East generated in the West a set of the myths not corresponding to the current state of culture of the East. We consider that thanks to comprehensive study of the East as the integrated concept, it will be possible to make a clear vision of its specifics, as it will help adequate interaction of two poles of culture ? the East and the West.