The article deals with the peculiarities of communicative politeness in the poorly investigated sphere of Russian-language communication focusing specifically on online groups. The purpose of the article is to identify the ways and means used in this environment for the organization of polite communication. A distinctive feature of the author’s research approach is the analysis of etiquette in the context of a dialogue, which means not only the analysis of the rules of stimulus, but also the rules of reaction, which corresponds to the systematic approach as a general principle of media linguistics (as a research method). The article defines speech etiquette as a system of norms and rules of polite speech behavior, the observance of which ensures the existence of the online community. The study allows us to conclude that the communicative tactics of etiquette in online groups are as follows: a) the participant’s inclusion into the community is regulated; b) bans on some forms of speech behavior are established and sanctions for violations of bans are imposed; c) high communicative status is provided to the author in different ways and freedom for creative self-expression is guaranteed to each participant; d) on the one hand, the establishment of contacts with a partner suitable in one or another parameter is stimulated, on the other hand, the degree of the partners’ proximity is regulated in accordance with the wish of its initiator; e) the opportunity to give/receive a response to a particular activity of the communication initiator is provided. These setups are implemented via a variety of resources, including both technical and speech means of address and response. Netiquette, drawings and images help to ensure emotional comfort. An adequate communicative distance is supported by abbreviations used in speech and understood only by the group members, by creating an adequate balance in the use of elevated and low stylistic means, in the use of methods creating a comic effect. Following speech etiquette rules is promoted by a kind of communication sanitation, which is carried out by the group administrator and the participants themselves. Participants use a metatext, which demonstrates the reflection of the group participants’ speech activity. The existing rules in online communities are aimed at making communication emotionally comfortable, ensuring easy navigation, neutralization of aggression, and prevention of speech crimes, encouraging the users to demonstrate courtesy and display attention to one another.

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Editorial

The purpose of this paper is to show how humour is involved in creating effective media communication. The research method is a stylistic analysis of the media text through establishing the manifestations of humour in its compositional components – paratext, metatext, and intratext. The paper reveals the manifestations of two types of irony – ridicule and banter – in these text components. It is established that banter is a means to demonstrate the event distantly, to reduce unnecessary pathos in the speech of top public officials, and to emphasize public contradictions indirectly. Language markers of banter are most often found in the metatext. In such forms of irony, veiled references and hints are expressed which require an additional cognitive effort to understand. The feelings that motivate irony are hidden behind a mask, and are the opposite of the implied ones expressed in the text: for example, indignation is hidden behind surprise and bewilderment. Banter is typical of business mass media, where every event is transmitted distantly. Ridicule is characteristic of sociopolitical mass media. It is expressed in the conflict charge of the media text – the desire to discredit the object of speech, and often acts as a means of transmitting alienation, demonstrating categorical opposition of one’s position to another’s. Ridicule is created by the saturation of negative-evaluative means, most often manifested in the expression of anger and indignation, which determine ridicule. The text markers of tonality, evaluation and degree of indirect expression form the basis of reading the modality character – i.e. badinage.