Speech etiquette of contemporary Ukrainian youth: dynamics of communicative guidelines

The article analyzes the attitude of modern Ukrainian youth to speech etiquette, highlighting changes in the strategies and linguistic means of its observance alongside traditional domestic norms of polite communication. The study considers various approaches to interpreting etiquette. The research was carried out on the basis of a sociolinguistic survey of students of Kyiv National Linguistic University and a communicative and pragmatic analysis of the collected material. The findings indicate that modern Ukrainian youth are aware of the importance of observing etiquette in social interaction. However, theyare moving away from its formalized perception towards a more psychological interpretation of etiquette as a communicative strategy of speech based on respect, tolerance, and sincerity. The analysis of the etiquette expressions used by modern Ukrainian youth reveals their rejection of formalized etiquetteclichés in interpersonal communication, a preference for more emotional and vivid means, and a tendency to slang, playful, and ironic embodiment of basic etiquette actions, such as greetings, thanks, apologies, farewells, compliments. The study also addresses virtual youth communication, identifying its impact on communication skills and strategies of young people. Potentially undesirable tendencies in youth virtual speech include the replacement of individual expressions of thoughts and feelings with virtual markers of approval/disapproval, a certain homogeneity of etiquette reactions, and a preference for foreign language slang. The article outlines possible ways of correcting these trends within the educational environment.