Negative changes in the field of language consciousness and speech behavior of individuals, caused by extra-linguistic factors, are closely related to the ethical aspect of speech culture. Language competence is necessary for a person as an individual to establish, maintain and successfully complete verbal communication. The pragmatics of modern verbal communication testifies to the inattention of the participants of communication to each other, failure to take into account the most important personal characteristics, without which it is impossible to optimally build a dialog. This finds expression either in simplification or in complication of speech behavior, which leads to infringement of the rights of each of the communicators and is expressed in communicative failure. A linguistic personality respecting the addressee first of all declares himself by means of speech based on the mastery of literary and linguistic norms.
