Strategiese linguistiese beleefdheid en institusionele beeld :'n ondersoek na die invloed van beleefdheidstrategieë op institusionele beeld deur gepaarde waarnemings
Date
2007-03
Authors
Du Plessis, Philip
Journal Title
Journal ISSN
Volume Title
Publisher
Stellenbosch : University of Stellenbosch
Abstract
In this study, students’ reactions towards linguistic politeness and the lack thereof in
letters distributed by Stellenbosch University (SU), is tested. The aim of the research is
to determine the answers to mainly two questions: Does letters which lack linguistic
politeness influence institutional image negatively? Is linguistic politeness considered a
vital component in institutional letters? SU is currently engaged in establishing the
institution’s proposed image in letters directed to students. For that reason, male and
female students from the Faculty of Arts and the Faculty of Natural Sciences were
chosen as respondents.
The pioneers in the field of pragmatic politeness, Penelope Brown and Stephen C.
Levinson, identified approximately 40 politeness strategies utilised in social interaction.
According to Brown and Levinson, these strategies protect two intrinsic aspects of the
human personality: positive face (roughly, the want to be respected by others) and
negative face (roughly, the want not to be impeded by others).
Consequently, two official letters from SU were tested to establish senior students’
interpretation of the letters’ contribution to face loss. One letter, incorporating no
politeness strategies, and a manipulated version comprising appropriate strategies was
employed. The research was accomplished by means of pared observations in which
fifteen analogous politeness concepts were tested. Senior students responded to
comparable questions that assessed the letters’ effect on their positive and negative
face. Despite this, the respondents were never fully aware of the fact that their opinion
of politeness was tested.
The next step entailed the statistical processing of the answers that were ultimately
featured on comparable histograms. The results prove that the writer (as a
representative of SU) of the letter in which politeness strategies lack, shows no respect
for the student (she/the letter generates positive face loss). However, this letter is
mainly responsible for negative face loss which means the writer is excessively
prescriptive.
Interestingly enough, the student respondents were more sensitive towards linguistic
politeness in the manipulated text than the lack thereof in the original version.
Alternatively, the students are more appreciative towards the institutional letter which employs positive and negative politeness strategies. The results prove the high
probability of linguistic politeness promoting institutional image and white, Afrikaans
speaking students’ regard for linguistic politeness in institutional letters.
Description
Thesis (MPhil (Afrikaans and Dutch))--University of Stellenbosch, 2007.
Keywords
Dissertations -- Document design, Theses -- Document design, Assignments -- Document design, Universiteit van Stellenbosch -- Public opinion, Universities and colleges -- Public relations -- South Africa -- Stellenbosch, Written communication -- South Africa -- Stellenbosch, Business communication -- South Africa -- Stellenbosch