речевой этикет, обращение, регулятивы, семантические изменения, детская литература., Language and Literature

The article considers the regulative form of address rebjata as a characteristic feature of the first half of the 20th century speech etiquette. Based on the material of the Jozh and Chizh magazines for children (1928–1941), it is shown that the speech etiquette used in children's communication was formed on the basis of the opposition “rebjata – deti”. This opposition reflects some social and historical concepts, which extend the denotative meaning of the word rebjata and also the understanding of inclusion/non-inclusion of a child into the Soviet society according to some social parameters. The opposition “rebjata – deti” is identical to the oppositions “tovarishch – gospodin”, “tovarishch – grazhdanin”, found in the adults’ speech etiquette and reflecting some social changes within the new society, including an intention to make a child a competent member of the society.