Abstract
This article is devoted to the problem of communicative demonstrativeness in the speech of a modern person. The purpose of the work is to identify and describe the leading features of the communicative category of demonstrativeness as a new phenomenon of modern discourse that has emerged as a result of socio-cultural evolution. As a result of the study, it is established that communicative demonstrativeness is an actual universal norm of interaction, which is the communicative tonality that structures the process of verbal communication and performs the function of self-manifestation and means of emotional influence on the addressee. Demonstrativeness is considered as a universal component of the sign, objectifying and conveying a certain meaning. Communicative demonstrativeness is actualized at all language levels and is implemented in speech products through the use of various linguistic and non-linguistic means. It is found that the leading means of expression of this communicative category are explicit semantic means, peripheral — lexico-grammatical means and paralinguistic signs. Its main types are positive and negative varieties. Communicative demonstrativeness is manifested in all circumstances of communication within the framework of socially communicative spheres. Being a form of mental reflection of reality, demonstrativeness determines the national communicative behavior of an individual people and the standards of the global communicative space.
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