LINGUOCULTURAL FEATURES OF ENGLISH AND UZBEK SPEECH ETIQUETTE IN MEDIA DISCOURSE

Abstract

Speech etiquette is considered not only a sequence of words to form a polite language but cultural manifestation beyond its denotative meaning, since it is an integral part of linguoculturemes which express cultural-national meaning together with the literal one. Since speech etiquette reflects cultural beliefs and ideology, national world picture, lifestyle of a particular country, it varies across nations, including English- speaking and Uzbek-speaking communities. Importantly, media discourse is one of the suitable setting to analyze politeness strategies. This article aims to identify cultural nuances, differences and similarities of English and Uzbek speech etiquette in both traditional and modern media.  A distinctive feature of this study is that media discourse allows the simultaneous examination of speech etiquette through both verbal and non-verbal means of communication. The research addresses a linguocultural approach to the analysis of politeness markers. The findings demonstrate that English and Uzbek speech etiquette differ not only in terms of linguistic realization and cultural values, but also in the ways etiquette formulas are expressed in traditional and digital media. While traditional media generally preserve a degree of formality, even in entertainment programs, computer-mediated communication tends to favor informality and greater interpersonal closeness. However, it is not true to believe that traditional media is about all formality, and new media involves merely informality – they both have exceptions when it comes to that belief. In conclusion, this research emphasizes linguocultural peculiarities of both languages, relating them other linguocultureme types in media, including linguistic and extra-linguistic components.