Abstract

Actual communicative situation in Russia is characterized not only by known social realities specific to theRussian reality but also by a common informative, communicative or social and informative climate ofpostmodern societies.One of the main features of the modern communicative situation is a new role of the Mass Media in formingnorms for the standard language. Literature loses its standards forming functions and these functions aretransferred to the Mass Media. Not only the volume of norms, but also the nature of the norms set by the mediais rather specific. Mass Media support the norms of some specific information koiné. One of the characteristicsof modern societies actively forming some attitude to the norm is the pluralism of elites. Multiplicity of elites,their principal non-hierarchical pattern, as well as the lack of that elite, which can be called the language elite,leads to the fact that the art of speaking and writing correctly is no longer perceived as something valuable.An effectiveness (the ability to achieve an instant, though short communicative success) and creativity become alinguistic value. The ability to express or take the subtle nuances of intention ceases being a value.The modern communicative situation sees the linguistic and rhetorical norms coming closer together. This isshown in both mixing the norms, substitution language norms with the rhetorical ones, and the identification oftwo fundamentally different types of norms.The purpose of this article is to comprehend the modern communicative situation, starting from the mentionedfeatures of modernity, to consider language and rhetorical norms in a single communicative system and perhapsoffer some technologies, techniques and methods of civilizing linguistic space in modern Russia.

This work is licensed under a Creative Commons Attribution 4.0 License.