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  • 1994

  • Mao, LuMing Robert (1994): Beyond politeness theory. ‘Face’ revisited and renewed. In: Journal of Pragmatics 21 (5), S. 451-486. DOI: 10.1016/0378-2166(94)90025-6

    Abstract: After reviewing Brown and Levinson's face-saving model of politeness in light of Goffman's original discussion of face, and tracing the origin of this concept back to Chinese, the essay analyzes in detail the Chinese concept of face (that is, mianzi and lian), pointing out its interactional differences from Brown and Levinson's negative and positive face. The essay further examines an intrinsic link between face and politeness (limao) in Chinese, and draws upon studies of Japanese interaction and its underlying concept of face. The essay argues that Brown and Levinson's claim to provide a universally valid model of face is empirically inadequate; the dynamics of Chinese face call for an alternative, and more flexible framework. It is therefore suggested that a relative face orientation construct be posited to address cultural variations in notions of face and to identify two competing forces shaping our interactional behaviors: the ideal social identity and the ideal individual autonomy.. The essay finally analyzes two Chinese discourse activities-a pre-dinner invitation and a post-dinner offer-focusing on the complexity of Chinese face, and discussing its persistent, mutually shared, orientation toward an ideal social identity.

    Keywords: Brown & Levinson, Disziplin, Face (general), Good manners, Höflichkeit, Klassiker, Linguistik, relative face orientation, Soziale Angemessenheit, western-bias
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