The article deals with the concept “communicative behaviour”, “communicative strategy”. As the result of thepragmalinguistic analysis of the Russian national communicative behavior of the fiction prose characters implemented in the communicative strategies of praise and blame, the authors find out the common and distinctive features of their functioning in the prose of two Russian writers separated by a century: K.N. Leontiev and V.M. Shukshin. The attention is focused on the comparison of positive and negative semantics of thecommunication strategies, based on the material with evaluation vocabulary.