The article deals with topical issues of modern linguistics related to the violation of ethical and speech norms, including such concepts as goodwill, mercy, honesty, unselfishness, respect for people of different nationalities. It is noted that ethical norms exclude rude, aggressive behavior that makes people's communication ineffective, leads to interpersonal conflicts and has a negative impact on the emotional state of the interlocutors. This paper considers examples of non-ecological advertising, mentions mocking, cynical names of Russian stores, provides examples of the use in the media of incorrect words, expressions, abbreviations that reflect the cynicism of modern society. It is concluded that in modern Russian society there is a value shift associated with the spread of mass Pro-Western culture, which is characterized by the superiority of material values over spiritual and moral values. The way to overcome cynicism in language and speech, from the point of view of the author of the article, is the formation in education and the media of a healthy aversion to the phenomena that destroy the traditional system of values. Combating cynicism in the assessment of what is happening around you to help and development of dictionaries specifically aimed at strengthening and approval of the ethic-linguistic rules of communication.
The practical significance of the work lies in the fact that the purposeful study of the mass media language in the cultural and speech aspect will contribute both to the improvement of the General culture of society and help in the formation of the moral culture of the younger generation.
The methods of linguistic observation and description were used in the work, which made it possible to detect linguistic and speech facts that violate the ethical norms of the Russian language.
Linguocinisms, cynical abbreviations, ethical and communicative norms, language of mass media