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The paper reveals the concept of cross-cultural communication and determines conceptual ties with synonymous terms. Cross-cultural communication is a dynamic process that is clearly structured. This process has a set of characteristics that show the forms of cultures interaction. Cross-cultural communication explains the interpenetration mechanism of cultural and communicative senses of values. It ensures mutual understanding and preserves the "national picture of the world". Сross-cultural communication considers interaction in socio-cultural and moral terms, raising the importance of individualistic values and lowering the importance of collectivist values. The second part of the paper is devoted to the description of the study. This study is aimed to identify the value orientations of students. The representatives of two cultures of the same age and social characteristics participated in the study. The authors of the paper discovered and described a cause-and-effect link between changes in society and the characteristic of students' values. The comparative characteristics of the study are presented. Keywords—intercultural communication, cross-cultural communication, value orientations, norms, society, individual.

Structure and dynamics of value orientations: cross-cultural aspect