THE LANGUAGE OF MODERN SOCIETY: NORM AND DEVIANT USUS (LINGUO- CULTUROLOGICAL, SOCIOLINGUISTIC AND TRANSLATION ASPECTS)
Existentialist philosophers, exploring the phenomenon of the organic cognitive-linguistic-cultural relationship between language and human being, state that a distinctive feature of speech behavior in modern society is a sharp rejection of "usus" - as part of the triad "language-normus-usus" - from the "academic norm" to the level of deviant speech that violates the generally accepted rules of cooperative behavior in the spirit of maxim G.P. Grice and J. Lich. If, according to M. Krongauz, “language is a prison from which we will never be able to escape,” then “it does not allow us to lie or deceive ourselves. Society is becoming more criminal and language is in its wake”. All kinds of verbal rudeness such as "trolling", "prank", etc., which are actually based on the thirteen ways to abase recipient described by the American sociologist D. Infante, are realized in the deviant usus. Deviant usus, which has become the norm of most discourses - political, diplomatic, advertising, etc., greatly complicates the work of the translator, who is forced to adhere to the norms of the literary language of the people concerned, while the source text is replete with inventive vocabulary that degrades the honor and dignity of the addressee and does not rarely built at the level of "profane language" as a characteristic feature of modern speech anti-culture. In this situation, the scientific and practical direction “Communicative Conflictology” should become an integral part of the training programs for a professional translator at a university.