Speech Culture in Everyday Life of the Modern Man

The purpose of the research is to identify the specific features of speech culture in the everyday life of the modern man. The main methodological principles of the study have been the principles of analysis and description of linguistic phenomena to identify changes in ideas about the speech standards, cross-cultural communication, which explains the type of personality that creates language and culture. The methodology is also based on the use of a set of research approaches such as systematic, axiological, formalized (content analysis), determined by the purpose of the research. With the spread of new mass communication technologies, crosscultural contacts are being strengthened by means of mass communication, which influences the nature of intellectual culture, including speech, at the expense of the possibilities of fundamental substantive-formal correction of information flows. Changes in established speech barriers and diffusion of oral and written forms of mass communication change the status and functions of grammatical and lexical means, and the differences between understandings of the verbal norm as an invariable literary pattern oriented toward national traditions become apparent. This indicates that there is a shift in the understanding of the standard of speech in society. Therefore, to find out the specific features of the speech culture in everyday life of the modern man is relevant. Conclusions. The communicative function of language provides cross-cultural communication in which the type of personality that creates language and culture is exploited. Socio-psychological, linguistic and cultural characteristics of the speaker determine their understanding of the world. There can be no culture without speech culture. It is the language that expresses the specific features of the national mentality