Abstract
The article presents major ways of implementing linguistic politeness in electronic communication of the German linguocultural community. Following basic communicative principles of positive politeness, the authors analyze such e-mails speech acts as greeting, appeal, parting, congratulations, wishes, gratitude, that actualize strategies of positive politeness, or strategies of reconciliation in the virtual interaction of communicants. In German linguoculture the communicative strategies of reconciliation are the attention-and-care strategy, the strategy of using in-group identity markers, the strategy of exaggeration, the strategy of giving communicative gifts, the strategy of demonstrating intense interest; their implementation is supported with various means and methods of expressiveness, including contact appeals, adjectives, pronoun viel, modal verb mögen, performative verbs of wishes and gratitude, subjunctive mood, etc. It is stated that the communicative strategies of politeness are aimed at preserving the positive face of the addressee, that is, satisfying the needs of a person to show attention, care, interest, sympathy, love towards the addressee. It should be noted that study of the principle of politeness in email writing is viewed as a priority for German linguoculture, since communication via e-mail is one of the most popular and common ways of virtual written communication both at home and in business.
Highlights
Communication through electronic tools, that is, information exchange in virtual space, is getting popular in modern era of globalization and rapid development of Internet technologies
Electronic communication can be carried out either orally or in writing, and it has a number of features that distinguish it from ordinary speech communication
The development of new tools and means of communication have resulted in reorganization of the way people communicate, in particular, linguists point to some evident changes in the style of interactions through e-mail, social networks, chat rooms, forums, instant messengers, which are called network etiquette
Summary
Communication through electronic tools, that is, information exchange in virtual space, is getting popular in modern era of globalization and rapid development of Internet technologies. The implementation of linguistic politeness principles in electronic communication is primarily associated with the use of expressive and directive speech acts.
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