STRATEGIES OF SPEECH ETIQUETTE IN ENGLISH AND UKRAINIAN: A FUNCTIONAL-PRAGMATIC APPROACH

Abstract

The article is devoted to a comparative analysis of speech etiquette strategies in English and Ukrainian linguocultural spaces through the application of a functional-pragmatic approach. The study examines compliments, apologies, complaints, and phatic acts as key manifestations of speech etiquette, identifying their pragmatic functions and culturespecific features. The research is theoretically grounded in Austin’s and Searle’s speech act theory as well as Brown and Levinson’s politeness theory, which enables a comparison between positive and negative politeness strategies and outlines the principles of modesty, approval, and generosity in speech behavior. The methodology combines qualitative and quantitative analysis of 200 examples of speech acts drawn from literary texts, business correspondence, and everyday communication, ensuring the reliability and representativeness of the data. The findings reveal that English-speaking linguocultural spaces are characterized by the predominance of negative politeness with indirect and formally distanced expressions, reflecting the individualistic nature of English-speaking culture. Compliments most frequently concern skills and are expressed indirectly; apologies and complaints are formulated in ways that minimize the threat to the interlocutor’s «face», while phatic acts serve primarily to maintain formal contact. In contrast, the Ukrainian linguocultural space demonstrates positive politeness, emotionality, and contextual flexibility. Compliments often focus on appearance and are accompanied by diminutive forms; apologies and complaints bear expressive emotional coloring, and phatic acts foster an atmosphere of closeness and goodwill. The comparative analysis highlights significant linguocultural differences that may lead to intercultural misunderstandings, particularly in business and digital communication. The practical value of the study lies in its contribution to foreign language teaching, translation studies, and intercultural communication. For effective English language instruction among Ukrainian learners, it is important to emphasize the use of indirect, formal expressions, whereas for English-speaking learners of Ukrainian, the focus should be placed on the emotional and expressive markers of communication. In business interaction and translation practice, understanding speech etiquette norms helps to avoid conflicts and misunderstandings while preserving cultural context and social harmony. Future research perspectives include exploring the influence of digital platforms and social media on the transformation of speech etiquette and studying dialectal and regional variations within the Ukrainian language.