ELECTRONIC COMMUNICATION IN THE ASPECT OF LINGUISTIC POLITENESS (BASED ON THE MATERIAL OF GERMAN LINGUOCULTURE)

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 mogen, 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.