The concept of self and apology strategies in two cultures

The speech act of apologising aims at maintaining, restoring and enhancing interpersonal relationships. Most of the existing studies of apology in different languages and cultures follow the Brown and Levinson (1987) approach and describe apology as a ‘negative politeness’ strategy. In this paper, we study the use of apology by two groups of women from Japanese and British cultural backgrounds, in conjunction with an examination of the cultural conception of ‘self’. Using both standard test (Twenty Statements Test, TST) and questionnaire data, we demonstrate that important differences exist in the self concept of the two groups, and these differences are reflected in and impact on the women’s use of apologies in social interaction.