Zmiany w polskim modelu grzeczności na przykładzie językowych sposobów zwracania się firm do klientów w mediach społecznościowych

This article discusses the changes occurring in the traditional model of Polish politeness. The changes were discussed based on three issues concerned with linguistic politeness of enterprises having their business profiles in social media: politeness relationships with their customers, spelling of forms of address, their formal language forms. The descriptive approach was applied to that end. It boils down to indicating changes in linguistic politeness behaviours observed in the analysed media compared to traditional patterns. The material basis comprises 1,290 posts published in the period 2014–2022 on Facebook, Instagram, and Twitter. The reasonability of such research is attested to by the noticeably growing impact exerted by social media on Polish language users, which will result in a transformation of the Polish politeness model. Keywords: Polish politeness model – linguistic politeness – language in social media – forms of address.