Changes in linguistic etiquette of modern Japanese: borrowing and transformation of traditional forms of expression

Abstract The study aimed to examine the changes in linguistic etiquette in modern Japanese, focusing on the process of borrowing and transforming traditional forms of expression. To achieve this, the study relied on the analysis of social networks such as Twitter, LINE, and 2ch. By examining the language used on these social networks, the study was able to identify the most popular loanwords used by Japanese speakers in their daily communication. It also analyzed how these loanwords were integrated into the Japanese language and how they impacted the traditional form of Japanese polite language (keigo) and other styles of speech. The research primarily involved the lexical-semantic. Therefore, three groups of words with borrowings were analyzed, that is keigo, gairaigo, and wakamono kotoba. The study’s findings have significant value in the educational sphere, as they provide a unique insight into the features of Japanese language and society, which can be used by foreigners to learn more about Japanese culture. The study’s findings can be useful for language teachers, linguists, and cultural researchers interested in exploring the complex relationship between language, culture, and society in contemporary Japan.