MODERN RUSSIAN SPEECH ETIQUETTE: TRENDS AND TRANSFORMATION

Abstract

The article examines the key features and development trends of
modern Russian speech etiquette. It analyzes the factors influencing the
transformation of etiquette norms, including globalization, the digitalization of
communication, and social changes. Particular attention is paid to the dynamics
of using the address forms "ty" (informal 'you') and "vy" (formal 'you'), changes
in the formulas for greetings, farewells, gratitude, and apologies, as well as the
specifics of etiquette in the online environment and business communication. The
conclusion highlights the increasing variability and situational dependence of
modern etiquette norms, emphasizing the importance of communicative
competence for successful social interaction.