THE CATEGORY OF POLITENESS IN ETIQUETTE COMMUNICATION: SEMANTICS OF APOLOGY
The article deals with some communicative models typical of the people of Great Britain, such asformulae of apology, the choice of which is determined by etiquette rules established within British culture. The author describes the functions of etiquette communication, such as: establishment of a contact, regulating, modal and emotive, and addressee orientation. The system of linguistic means representing etiquette behaviour is analysed at different hierarchical levels, including lexical, grammatical, stylistic, intonation and communication levels of the language. The choice of etiquette forms in speech is determined by illocution goals, as well as by politeness strategies and social and class preferences of the communicants, including such factors as: their age, social status, official position, nationality, gender, profession, and class status. The description of etiquette forms of communication is presented in a new aspect of different politeness models: absolute, relative, positive or negative politeness. The author analysed communicative functions of etiquette forms of apology, including such meanings as: shame for being rude, feeling guilty, feeling sorry, asking to repeat, audacity in supposing something, necessity to interrupt the communication, etc. The article states that the act of apology is aimed to balance the communicants' relations and make them equal in their status or at least reduce this inequality.