MODERN RUSSIAN SPEECH ETIQUETTE: TRENDS AND TRANSFORMATION

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