Brown and Levinson's Face Theory

Face theory is a sociological concept aimed at explaining how people's self-esteem and social image influence their behavior in social interactions. Brown and Levinson's face theory posits that individuals strive to maintain a positive self-image, or \"face,\" in social interactions, and that communication is a process of negotiation and maintenance of face. In this article, we will discuss the key components of Brown and Levinson's face theory and its implications on communication.

The Concept of \"Face\"

According to Brown and Levinson, face is a critical component of social interaction. Face represents an individual's self-esteem, dignity, and social image. It can be threatened or enhanced during communication, and individuals strive to protect or enhance their face in every social interaction. Face can also be divided into two categories: positive face and negative face. Positive face refers to an individual's desire for social approval and validation, while negative face refers to an individual's desire for independence and respect for their autonomy. Through communication, individuals negotiate their positive and negative faces to achieve their communicative goals while maintaining their self-image.

Face Threatening Acts and Politeness Strategies

Brown and Levinson argue that every act of communication has the potential to threaten an individual's face. Face-threatening acts (FTAs) refer to any behavior that threatens an individual's positive or negative face. For instance, criticizing someone, requesting something, or giving orders can be considered an FTA because it threatens an individual's positive face. In response to FTAs, individuals use politeness strategies to mitigate the face-threatening nature of communication. Politeness strategies can take several different forms, such as bald on record, positive politeness, negative politeness, off-record, and indirectness. Bald on record is the most direct approach, and it makes no attempt to mitigate the FTA. Positive politeness seeks to enhance the hearer's positive face while negative politeness seeks to enhance the hearer's negative face. Off-record and indirectness are the most indirect approaches that avoid threatening the hearer's face altogether. The choice of politeness strategy depends on various factors, such as power, social distance, degree of imposition, and degree of threat.

Implications of Face Theory on Communication

Brown and Levinson's face theory has several implications on communication. Firstly, it highlights the importance of considering the face needs of the communicators. Communication is a negotiation of face, and successful communication depends on how well the communicators fulfill each other's face needs. Secondly, it emphasizes the role of politeness in communication. Politeness is a critical aspect of communication, and it is used to manage the face needs of communicators. Thirdly, it suggests that failure to consider face needs can lead to communication breakdowns. When FTAs are committed without regard for face needs, it can lead to conflict and misunderstanding in communication. Fourthly, it highlights the importance of context in communication. The choice of politeness strategy depends on contextual factors such as power, social distance, degree of imposition, and degree of threat. Fifthly, it suggests that the goal of communication is not just to exchange information but also to maintain positive social relationships. Communication is not a neutral act but an act that involves face concern and politeness.

Overall, Brown and Levinson's face theory provides a valuable insight into how face concern and politeness play a critical role in social interaction and communication. By understanding the concept of face and the different strategies of politeness, we can improve our communication skills, manage conflict, and enhance social relationships.