The article deals with the issue of Slovak masspersonal communication. In order to describe its specificity, we research etiquette scenarios in online communication between the mayor of the Slovak capital and its inhabitants. We rely on the theory and methodology presented in the works of L. Duskaeva and D. Kępa-Figura, focusing on genre characteristics of initiating texts, specificity of phatic and informational genres implementation, as well as positioning of communication participants. The paper presents the most typical examples of the communication scenario slots between the mayor and the city residents and determines the genre implementation of each slot. We conclude that the statements of the political actor in the analysed polylogues are implemented primarily in the informational genres. Most often in the speech genre of reporting an event, notification, request, gratitude, appeal, warning, explanation, commitment. By initiating a conversation, but also by reacting to the remarks, the political actor seeks, first and foremost, to convey information. In the reactions to texts in the genres that improve or deteriorate interpersonal relations, the scenario of dialogue deployment, in which the political actor also participates, depends on its framing, and more precisely, whether he acts in the role of “mayor”, “architect”, or, for example, in the role of “resident of Bratislava”, “one of us”. The analysis carried out allows us to conclude that signs of person-centred communication can be observed above all in the dialogues of representatives of the general public, which, by initiating a conversation with such thematic dominants as topical issues of life in the capital, are enabled to form and unite as a cohesive community. In the aspect of the study of governmental media communication and the personalisation and positioning of a political actor, however, this study not only touches upon the field of media linguistics but also directly intersects with the field of political linguistics. The article is based on the report that is going to be presented at the XVIII International Congress of Slavists in 2025.
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