DYNAMICS OF COMMUNICATIVE NORMS IN MODERN ENGLISH DISCOURSE OF POLITICS AND BUSINESS

This article is devoted to the problem of transformational changes of communicative norms and rules of verbal behaviour in modern English political and business discourses as a result of functional-pragmatic evolution of communication. Analysis of theoretical and methodological grounding and vivid illustrative material of different genres allows the author to conclude that studying dynamics of communicative norms reveals important tendencies of the developing functional field of communication. These tendencies are to define intercultural cooperation in crucial spheres of social life for the years to come. Functional-linguistic analysis of empirical material demonstrates gradual intensification of alternative tendencies of discursive evolution in the recent decades. Politicians and businessmen actively use various deregulating linguistic means which dissonate with conventional communicative norms and rules. Deliberate deconventionalization of communication often gives an opportunity for the speaking/ writing person to fulfill all planned communicative goals and achieve the desired pragmatic effect. Deregulation is becoming a basic principle of deconventionalized rhetoric. Research of deregulation can help optimize and harmonize international relations. Among main means of deregulation the author singles out irony, sarcasm, rude, vulgar words and expressions, jargon, verbal aggression, intensification of inerdiscursive and expressive elements, speech manipulation. Currently happening changes in mass conscience of native speakers create cognitive premises to reconsider and popularize confrontational models of verbal interaction as an important alternative to cooperative communicative strategies that constitute the basis of the so-called classical business and political communication.