Etiquette speech genres in media discourse

The article is devoted to the research of functioning of etiquette speech genres in modern media discourse. The definition of the key concept is given and the idea about a specific character of etiquette speech genres on the newspaper page (magazine page) is developed. In media discourse etiquette speech genres acquire a new significance in establishing the contact. They bring into media speech a note of intimacy, emphasize personal appeal and establish long-term communication.