The article presents the observations of the transformations taking place in the social categories of modus in the comic context. It determines the main markers of such transformations, which can be found in various structural parts of the etiquette discourse, as well as the reasons for these processes and the leading communicatively relevant features of the addressee, which are under consideration.

The article deals with one of the dialects of the Zavolzhsky group which is widely spread in the Belyaevka village, describes its difference from the dialects of the same group spread at the territories of Krasny Yar, Cherebaevo, Belokamenka. The characteristics of the basic dialects are given; the phonetic and grammar features are described. The material of the dialectological expedition allows the statement that this dialect belongs to the group of the assimilated ones.