A Content Analysis on the Politeness Strategies Used in Consultant-Client Interaction

Abstract

Developed by Brown ?nd Levinson (1987), politeness theory states that social factors (i.e. power and social distance) affect the type of politeness strategies used by speakers when dealing with a face-threatening situation (i.e. requesting). To ascertain the truthfulness of the said concept, the researcher attempted to examine its application in the Philippine context. Specifically, politeness operating in consultant-client interaction was explored to address the gaps and controversies apparent in the studies of politeness theory and consultant-client interaction. Specifically, the researcher focused on answering the main problem: What are the factors affecting the type of politeness strategies used by training consultants when requesting to their clients? In line with this, the following sub-problems were posed: (1) are there differences in the frequently occurring politeness strategies used in the power (i.e. high and low) and social distance (i.e. high and low) conditions? and (2) what are the dominant negative and positive polite tactics in the request sentence and adjunct phrase components? In terms of methodology, a quantitative approach through content analysis was implemented. As a primary data-collection instrument, a pre-tested survey questionnaire form was utilized. In this form, various levels of power (i.e. high and low) and social distance (i.e. high and low) conditions were presented. The collection of consultants' messages to clients and the use of a hypothetical situation, however, limited the validity of this research. Analysis of data proceeded in two phases. The first phase enabled the researcher to answer the main problem and the first sub-problem. The second sub-problem was addressed in the second phase of the analysis. Content analysis of the messages in relation to the social factors revealed that power does not necessarily affect the type of politeness strategies used by the training consultants. The commonality in the frequently occurring politeness strategy (i.e. negative politeness strategy) in both HPC and LPC contradicted Brown and Levinson's assumptions. On the other hand, social distance proved to have an influence on the type of the politeness strategies utilized by the respondents in making requests. The difference in the frequently occurring politeness strategy in the HSDC (i.e. negative politeness) and in the LSDC (i.e. positive politeness) supported the assumption of the theory that social distance is a factor affecting the type of politeness strategy of speakers in face-threatening situations. Moreover, the researcher has found that training consultants utilized different polite tactics in their request messages. In the request sentence component, the dominant negative polite tactic is questioning the hearer's ability or willingness to comply (54.35%) and the dominant positive polite tactic is the use of the words "please" and "kindly"(53.33%). In the adjunct phrase, asking for forgiveness or apologizing (41.11%) is the frequently occurring negative polite tactic and providing reasons (49.40 %) is the frequently occurring positive polite tactic. In the end, variations in power did not necessarily influence the type of politeness strategies used by the respondents. On the other hand, social distance was found to have an impact on the said dependent variable. Meanwhile, the researcher found that training consultants become conventionally indirect and apologetic in their request messages. To fully understand the predictions of the politeness theory, the researcher posed recommendations for the training consultant, for training consultancy organizations and for future researchers.