This paper examines the pragmatic characteristics of facial deixis as a key category in communicative linguistics and pragmatics. Particular attention is paid to the dependence of the interpretation of facial deictic units on the communicative situation, the context of communication, and the speaker's intentions. The egocentric nature of facial deixis is analyzed, as well as its role in reflecting social and role relationships between communicants. The paper demonstrates that personal pronouns and other means of expressing facial deixis lack stable meaning outside of a specific speech act and acquire pragmatic significance only in real-life communication. Pragmatic parameters such as subjectivity, intentionality, politeness, and the manipulative potential of facial deixis are examined. Examples of facial deixis functioning in various types of discourse, including everyday, artistic, and institutional, are provided. The research results can be used in courses on pragmatics, communication theory, and discourse analysis, as well as in further linguistic research on deixis.

facial deixis, pragmatics, communicative situation, personal pronouns, speaker, addressee, context, egocentricity, intentionality, speech interaction, social roles, politeness, discourse, deictic center.

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