Abstract This paper uses the concept of “verbal hygiene” (Cameron, Deborah. 1995. Verbal hygiene. Abingdon, UK: Routledge) to analyze metadiscourses in South Korea regarding a recent innovation in the use of subject honorific markers in the service industry. This innovation, commonly referred to as samwul contay ‘inanimate object respect’ involves using honorifics when the grammatical subject of the sentence is an inanimate object, typically the products or services being offered to the customer. Critical discourse analysis was conducted of materials produced by language authorities and mainstream media, as well as layperson-produced blogs and reader comments. The analysis shows that the materials mobilized discourses of ungrammaticality and immorality to delegitimize samwul contay, and stigmatize the sales personnel who used it. By applying the concept of “verbal hygiene” to politeness-related metadiscourses, the current paper advances the perspective that politeness is occasioned through the recursive evaluation of linguistic behavior. Rather than being idiosyncratic, these evaluations appeal to established language norms and moral orders. The way that verbal hygiene discourses promote the language usage of the powerful while stigmatizing the powerless demonstrates that politeness relies inherently on socio-historically imbedded discriminatory practices of placing value on the language usage of certain groups, while delegitimizing that of others.
{"title":"Politeness as normative, evaluative and discriminatory: the case of verbal hygiene discourses on correct honorifics use in South Korea","authors":"L. Brown","doi":"10.1515/pr-2019-0008","DOIUrl":"https://doi.org/10.1515/pr-2019-0008","url":null,"abstract":"Abstract This paper uses the concept of “verbal hygiene” (Cameron, Deborah. 1995. Verbal hygiene. Abingdon, UK: Routledge) to analyze metadiscourses in South Korea regarding a recent innovation in the use of subject honorific markers in the service industry. This innovation, commonly referred to as samwul contay ‘inanimate object respect’ involves using honorifics when the grammatical subject of the sentence is an inanimate object, typically the products or services being offered to the customer. Critical discourse analysis was conducted of materials produced by language authorities and mainstream media, as well as layperson-produced blogs and reader comments. The analysis shows that the materials mobilized discourses of ungrammaticality and immorality to delegitimize samwul contay, and stigmatize the sales personnel who used it. By applying the concept of “verbal hygiene” to politeness-related metadiscourses, the current paper advances the perspective that politeness is occasioned through the recursive evaluation of linguistic behavior. Rather than being idiosyncratic, these evaluations appeal to established language norms and moral orders. The way that verbal hygiene discourses promote the language usage of the powerful while stigmatizing the powerless demonstrates that politeness relies inherently on socio-historically imbedded discriminatory practices of placing value on the language usage of certain groups, while delegitimizing that of others.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2021-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2019-0008","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48917584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract Despite the stigma attached to human defecation and people’s reluctance to talk about it openly, there are certain communicative situations in which one cannot evade referring to the elimination of body wastes. This is the case of laxative TV commercials, a type of discourse focused on the infrequent or difficult evacuation of the bowels that constitutes a breeding ground for euphemism. In this regard, following a socially-oriented approach to discourse analysis, politeness theory, and cognitive linguistics, the purpose of this paper is to gain an insight into the way euphemism works in a sample of contemporary American TV commercials advertising laxatives. The analysis reveals that euphemism – mostly in the form of metonymy and understatement – and non-euphemistic metaphors and similes serve as face-saving mechanisms for the company’s self-presentational purposes and are ultimately used as part of a sales strategy aiming to attract the interest of viewers.
{"title":"Euphemism in laxative TV commercials: at the crossroads between politeness and persuasion","authors":"Eliecer Crespo-Fernández","doi":"10.1515/pr-2018-0047","DOIUrl":"https://doi.org/10.1515/pr-2018-0047","url":null,"abstract":"Abstract Despite the stigma attached to human defecation and people’s reluctance to talk about it openly, there are certain communicative situations in which one cannot evade referring to the elimination of body wastes. This is the case of laxative TV commercials, a type of discourse focused on the infrequent or difficult evacuation of the bowels that constitutes a breeding ground for euphemism. In this regard, following a socially-oriented approach to discourse analysis, politeness theory, and cognitive linguistics, the purpose of this paper is to gain an insight into the way euphemism works in a sample of contemporary American TV commercials advertising laxatives. The analysis reveals that euphemism – mostly in the form of metonymy and understatement – and non-euphemistic metaphors and similes serve as face-saving mechanisms for the company’s self-presentational purposes and are ultimately used as part of a sales strategy aiming to attract the interest of viewers.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2021-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2018-0047","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49633162","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This paper examines the professional context of teachers of English as a Foreign Language (EFL), whose first language is not English but who are required to help learners adhere to target-language (TL) politeness norms and practices. Many of these teachers have had little or no contact with TL countries/cultures and have limited professional training in this area. This paper highlights the specific context of 39 Mexican EFL teachers who reflected on their understandings and “teaching” of politeness. I argue that by employing existing resources and knowledge and with further training, bilingual teachers can be helped to take “possession” of politeness rather than having to unquestioningly teach appropriate, socially-accepted, socially-expected usage.
{"title":"Politeness in professional contexts: foreign-language teacher training","authors":"Gerrard Mugford","doi":"10.1515/pr-2020-0006","DOIUrl":"https://doi.org/10.1515/pr-2020-0006","url":null,"abstract":"Abstract This paper examines the professional context of teachers of English as a Foreign Language (EFL), whose first language is not English but who are required to help learners adhere to target-language (TL) politeness norms and practices. Many of these teachers have had little or no contact with TL countries/cultures and have limited professional training in this area. This paper highlights the specific context of 39 Mexican EFL teachers who reflected on their understandings and “teaching” of politeness. I argue that by employing existing resources and knowledge and with further training, bilingual teachers can be helped to take “possession” of politeness rather than having to unquestioningly teach appropriate, socially-accepted, socially-expected usage.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2021-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2020-0006","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48700681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract The following study focuses on strategies of denial and evasion of company responsibility used in responding to complaints, negative and critical comments posted by consumers on English and Polish brand profiles on Twitter. The analysis shows that despite the face-threat these acts may pose to the consumer and, consequently, to the company’s image, the companies do not refrain from using strategies denying the complainable and disagreeing with the customer. The study shows that companies resort to a range of sub-strategies of evasion and denial of blame, such as referral to external circumstances and regulations, thanks, blaming a third party, statements of unawareness of the complainable, simple denial of the complainable, expression of personal opinion or criticism of the consumer, among others. The study indicated differences between the English and Polish profiles as to the range and frequency of use of the strategies of rejecting consumers’ complaints. The Polish corpus offers a greater occurrence and a wider range of evasion and denial strategies used in reaction to consumers’ negative or critical opinions and complaints.
{"title":"Rejecting consumer complaints in customer encounters on Twitter - the case of English and Polish brand communication","authors":"A. Tereszkiewicz","doi":"10.1515/PR-2017-0044","DOIUrl":"https://doi.org/10.1515/PR-2017-0044","url":null,"abstract":"Abstract The following study focuses on strategies of denial and evasion of company responsibility used in responding to complaints, negative and critical comments posted by consumers on English and Polish brand profiles on Twitter. The analysis shows that despite the face-threat these acts may pose to the consumer and, consequently, to the company’s image, the companies do not refrain from using strategies denying the complainable and disagreeing with the customer. The study shows that companies resort to a range of sub-strategies of evasion and denial of blame, such as referral to external circumstances and regulations, thanks, blaming a third party, statements of unawareness of the complainable, simple denial of the complainable, expression of personal opinion or criticism of the consumer, among others. The study indicated differences between the English and Polish profiles as to the range and frequency of use of the strategies of rejecting consumers’ complaints. The Polish corpus offers a greater occurrence and a wider range of evasion and denial strategies used in reaction to consumers’ negative or critical opinions and complaints.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2021-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/PR-2017-0044","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45610973","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
M. Economidou-Kogetsidis, Helen P Woodfield, C. Savvidou
Abstract The present study investigates the nature of email requests to faculty produced by non-native speaker (NNS) teachers of English as a foreign language (EFL), the importance attached by these teachers to linguistic forms designed to achieve email politeness and status-congruence, and the extent to which perceptions and evaluations by the NNS teachers and native-speaker (NS) lecturers might differ with regard to these emails. The study found that the non-native speaker teachers (NNSTs) evidenced a developed sense of sociopragmatic knowledge in high imposition L2 requests for action, and employed politeness strategies that were indicative of a concern to maintain social and face relationships in virtual consultations. It is argued that despite their advanced English language proficiency, the teachers’ reliance on directness, excessive formality, and lengthy grounders could still put them out-of-status and render their emails as pragmatically inappropriate. The study further confirmed significant differences in how the two groups perceive appropriateness and politeness in direct and unmodified student email requests to faculty. Overall, while the NSs judged the emails primarily according to their content and, to a lesser extent, according to their form and framing devices, the NNSTs focused almost exclusively on form and framing devices (in/formality, in/directness, nature and extent of mitigation, opening/closing moves, forms of address).
{"title":"Non-native EFL teachers’ email production and perceptions of e-(im)politeness","authors":"M. Economidou-Kogetsidis, Helen P Woodfield, C. Savvidou","doi":"10.1515/pr-2020-0046","DOIUrl":"https://doi.org/10.1515/pr-2020-0046","url":null,"abstract":"Abstract The present study investigates the nature of email requests to faculty produced by non-native speaker (NNS) teachers of English as a foreign language (EFL), the importance attached by these teachers to linguistic forms designed to achieve email politeness and status-congruence, and the extent to which perceptions and evaluations by the NNS teachers and native-speaker (NS) lecturers might differ with regard to these emails. The study found that the non-native speaker teachers (NNSTs) evidenced a developed sense of sociopragmatic knowledge in high imposition L2 requests for action, and employed politeness strategies that were indicative of a concern to maintain social and face relationships in virtual consultations. It is argued that despite their advanced English language proficiency, the teachers’ reliance on directness, excessive formality, and lengthy grounders could still put them out-of-status and render their emails as pragmatically inappropriate. The study further confirmed significant differences in how the two groups perceive appropriateness and politeness in direct and unmodified student email requests to faculty. Overall, while the NSs judged the emails primarily according to their content and, to a lesser extent, according to their form and framing devices, the NNSTs focused almost exclusively on form and framing devices (in/formality, in/directness, nature and extent of mitigation, opening/closing moves, forms of address).","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2020-0046","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41582527","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This paper revisits the concept of ‘politeness marker’, by proposing the bottom-up and corpus-based model of ‘ritual frame indicating expressions’ (RFIEs). Our central argument is that, in certain linguacultures, the relationship between ‘politeness markers’ and politeness itself is significantly stronger than in others. Therefore, any theory which argues that there is a definite relationship between form and politeness - or totally rejects this relationship - is potentially problematic if it does not take a contrastive pragmatic perspective, simply because this relationship is subject to significant linguacultural variation. The contrastive pragmatic study of RFIEs also helps us to determine the relationship between forms and speech acts and, indirectly, politeness. As a case study, we examine in this paper one-word and more complex expressions which are commonly associated with the speech acts of request and apology, drawn from the typologically distant Chinese and English linguacultures.
{"title":"‘Politeness Markers’ Revisited - A Contrastive Pragmatic Perspective","authors":"D. Kádár, J. House","doi":"10.1515/pr-2020-0029","DOIUrl":"https://doi.org/10.1515/pr-2020-0029","url":null,"abstract":"Abstract This paper revisits the concept of ‘politeness marker’, by proposing the bottom-up and corpus-based model of ‘ritual frame indicating expressions’ (RFIEs). Our central argument is that, in certain linguacultures, the relationship between ‘politeness markers’ and politeness itself is significantly stronger than in others. Therefore, any theory which argues that there is a definite relationship between form and politeness - or totally rejects this relationship - is potentially problematic if it does not take a contrastive pragmatic perspective, simply because this relationship is subject to significant linguacultural variation. The contrastive pragmatic study of RFIEs also helps us to determine the relationship between forms and speech acts and, indirectly, politeness. As a case study, we examine in this paper one-word and more complex expressions which are commonly associated with the speech acts of request and apology, drawn from the typologically distant Chinese and English linguacultures.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2020-0029","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41605441","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Alternative Approaches to Politeness and Impoliteness: An Introduction","authors":"D. Kádár, Vahid Parvaresh, R. M. Reiter","doi":"10.1515/pr-2020-0028","DOIUrl":"https://doi.org/10.1515/pr-2020-0028","url":null,"abstract":"","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2020-0028","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45715941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This article presents an invitation to explore the benefits of adopting an ethnographic approach to (im)politeness research rather than an introduction to, or overview of, a well-established method in anthropology. It unfolds in four parts. In the first, I discuss some of the different ways in which (im)politeness scholars have grappled to reconcile lay and analyst understandings of (im)politeness with varying degrees of success. In the second, I offer the background of two examples which were gathered as part of ethnographic fieldwork in a contemporary migratory context. The examples deal with two classic topics in (im)politeness research: greetings and indirectness. The analysis demonstrates how insights from ethnography can enrich (im)politeness analysis by helping us to close the gap between lay and theoretical understandings of the practice. In the final section, I address the importance of delimiting the value of (im)politeness practices in the social reality of the speakers under study and invite colleagues to reflect on the societal impact of the discipline, including the expansion of the discipline beyond its middle-class milieu.
{"title":"How can ethnography contribute to understanding (im)politeness?","authors":"R. M. Reiter","doi":"10.1515/pr-2020-0040","DOIUrl":"https://doi.org/10.1515/pr-2020-0040","url":null,"abstract":"Abstract This article presents an invitation to explore the benefits of adopting an ethnographic approach to (im)politeness research rather than an introduction to, or overview of, a well-established method in anthropology. It unfolds in four parts. In the first, I discuss some of the different ways in which (im)politeness scholars have grappled to reconcile lay and analyst understandings of (im)politeness with varying degrees of success. In the second, I offer the background of two examples which were gathered as part of ethnographic fieldwork in a contemporary migratory context. The examples deal with two classic topics in (im)politeness research: greetings and indirectness. The analysis demonstrates how insights from ethnography can enrich (im)politeness analysis by helping us to close the gap between lay and theoretical understandings of the practice. In the final section, I address the importance of delimiting the value of (im)politeness practices in the social reality of the speakers under study and invite colleagues to reflect on the societal impact of the discipline, including the expansion of the discipline beyond its middle-class milieu.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2020-0040","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43664148","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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