Face-keeping strategies in reaction to complaints

This paper discusses a number of differences between English and Persian in the area of speech acts and links them with different cultural values and norms. The Persian speakers’ use of face-keeping strategies in reaction to complaints was compared with American English speakers’ performance. The most frequent face- saving strategy used by both groups in reaction to complaints was the apology speech act. Therefore, a cross-cultural comparison in the realization patterns of the apology speech acts between the two languages was performed. A detailed analysis of the use of the illocutionary force indicating device (IFID) strategies and supportive strategies revealed important differences in communicative styles of the two groups which can give us insights into understanding different cultural values, norms, and assumptions concerning interpersonal use of language in a Western and a non-Western language. It is shown that Persian speakers are more sensitive to contextual factors and vary their face-keeping strategies accordingly whereas English speakers mostly use one apology strategy and intensify it based on contextual factors.