Published on May 12, 2017. Last updated on May 29, 2019.
Goddard, Cliff, with Zhengdao Ye (2015). Ethnopragmatics. In Farzad Sharifian (Ed.), The Routledge handbook of language and culture (pp. 66-83). London: Routledge.
Abstract:
Ethnopragmatics pursues emic (or culture-internal) perspectives on speech practices across languages and cultures. As such, it studies the links between language in use, on the one hand, and culture, on the other. The approach is based on the premise that there is an explanatory link between the cultural values/norms and the speech practices specific to a speech community. Ethnopragmatics relies on NSM to decompose cultural norms and notions in terms of simple meanings that are thought to be shared by all languages. Since it relies on linguistic evidence and ethnographic data from insiders to the culture, one of its central objectives is to explore ‘cultural key words’, or words that capture culturally constructed concepts that are pivotal to the ways of thinking, feeling, behaving, and speaking of a speech community.
To illustrate the approach, the chapter includes two ethnographic sketches from Anglo English and Chinese culture, respectively.
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Research carried out by one or more experienced NSM practitioners
Published on May 12, 2017. Last updated on May 11, 2019.
Goddard, Cliff & Cramer, Rahel (2016). “Laid back” and “irreverent”: An ethnopragmatic analysis of two cultural themes in Australian English communication. In Donal Carbaugh (Ed.), The handbook of communication in cross-cultural perspective (pp. 89-103). New York: Routledge.
Abstract:
What cultural logic is at play whereby Australians can be friendly and humorous, and yet at the same time derisive, disdainful, and scornful? One of the goals of this study is to explain this paradox by providing a detailed insider perspectives on certain canonical Anglo-Australian (“Aussie”) cultural values and orientations to communication, both at the interpersonal level and in the public sphere. Words and expressions are treated as entry points through which to access cultural meaning.
The focus is on two clusters of words. In the first cluster are the words laid back and easy going, which are high-frequency descriptors of the preferred Australian interactional style and an indisputable part of the national self-stereotype. The second cluster consists of the twin expressions not taking yourself/anything too seriously and the word irreverence. These expressions, it is argued, are Australian cultural key words and, consequently, deeply implicated in canonical Anglo-Australian conceptions of personhood, social interaction, and humour.
Though the paper includes occasional contrastive remarks about other cultural orientations, its focus is not on cross-cultural communication but on Australian cultural conceptualizations of communication and how these play out in communicational practices.
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Research carried out by one or more experienced NSM practitioners
Published on May 12, 2017. Last updated on August 17, 2021.
Fernández, Susana S. (2016). Possible contributions of ethnopragmatics to second language learning and teaching. In Sten Vikner, Henrik Jørgensen & Elly van Gelderen (Eds.), Let us have articles betwixt us: Papers in historical and comparative linguistics in honour of Johanna L. Wood (pp. 185-206). Aarhus: Aarhus University.
The purpose of this paper is to explore the possible pedagogical application of the theory of Ethnopragmatics in the field of second and foreign language learning and teaching with the purpose of promoting intercultural communicative competence.
Ethnopragmatics can be seen as part of the broad paradigm of Cognitive Linguistics. Unlike other theories of pragmatics, its focus is on examining cultural aspects of language and communication from an insider’s perspective, without relying on universal concepts such as politeness, directness/indirectness, etc. that can be foreign to many cultures. Its main methodological tool is NSM, used in so-called explications but also in cultural scripts that reflect widely shared ways of thinking. The latter can be reformulated into pedagogical scripts that can be used in second language learning and teaching.
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A more recent publication building on this one is:
Published on May 12, 2017. Last updated on August 17, 2021.
Fernández, Susana S. (2016). Etnopragmatik og interkulturel competence: Didaktiske nytænkninger i fremmedsprogsundervisningen [Ethnopragmatics and intercultural competence: Didactic innovations in foreign language teaching]. Ny forskning i grammatik, 23, 38-54.
The purpose of this paper is to explore the possible pedagogical application of ethnopragmatics in the field of language learning and teaching with the purpose of promoting intercultural communicative competence. Ethnopragmatics examines cultural aspects of language and communication from an insider’s perspective. Its pedagogical potential lies in its consistent attempts to unravel the values, beliefs and norms that underpin the verbal behaviours of a cultural group and to do so without cultural bias.
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Written in Danish. An earlier English version of this paper was published as:
Published on May 17, 2017. Last updated on May 29, 2019.
Vo, Thi Lien Huong (2016). The ethnopragmatics of Vietnamese: A study of the cultural logic of interaction focussing on the speech act complex of disagreement. PhD thesis, Griffith University.
This study investigates the cultural logic underpinning interactions in Vietnamese language and culture, adopting the ethnopragmatic research paradigm originating within the NSM framework. First, it seeks to elaborate the semantic and pragmatic content of key words for Vietnamese cultural conceptualization using semantic explications and cultural scripts. The key words could be roughly translated by means of the English words friend, colleague, boss and workplace. In this exploration, two overarching cultural schemas, namely quan hệ (‘relationship’) and thứ bậc (‘hierarchy’), are identified and several intertwined social categories, normative values and communicative virtues, underpinning the cultural logic of interaction, are explained. The study then seeks to discover how this cultural logic illuminates Vietnamese ideas about the management of ‘disagreement’ in interaction, under various scenarios and with various interlocutor types (e.g., older vs. younger, family members vs. outsiders).
The findings indicate that the conceptualization of quan hệ (‘relationship’) is affected by family-relatedness. Based on this, a distinction between người nhà (‘family people’) and người ngoài (‘outsiders’) is made. In addition, mutual understanding, shared experience and time length of acquaintanceship qualify an interpersonal relationship and characterize various subcategories among người ngoài (‘outsiders’), including người lạ (‘strangers’), người quen (‘acquaintances’), and người thân (‘close people’). Other sociolinguistic variables (such as gender, personality, and interest) also contribute to the conceptualization of quan hệ (‘relationship’). From a normative perspective, the cultural schema thứ bậc (‘hierarchy’) and its coexisting set of moral rules for behaviour, lễ phép (‘respectfulness’), provide standards and principles for accepted behaviour in Vietnamese interaction.
The findings also show that both cultural schemas inform the way of Vietnamese thinking about appropriate verbal performance in disagreement-type interaction. For example, in instances of disagreement over content accuracy, Vietnamese speakers tend to be more frank as this frankness indicates awareness of collective responsibility. In contrast, they show a propensity towards implicit disagreement with an evaluation. Furthermore, to a certain degree at least, disagreement over content accuracy in family interaction has a didactic orientation, inasmuch as it prepares family members for social interaction and spares them the possible risk of losing face.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
Published on May 17, 2017. Last updated on May 11, 2019.
Vo, Lien-Huong (2016). Responding to informational inaccuracy in family talk: A Vietnamese ethnopragmatic perspective. Language, Culture and Society, 39, 57-67.
This paper discusses common Vietnamese ways of thinking about responding to the inaccuracy of information provided by different interactional participants in family talk. The findings show that Vietnamese family interaction, although relaxing and sincere, is strictly hierarchical, which is evident in the way younger interactants respond to misinformation provided by older interactants. Different ways of thinking about appropriate responses to information inaccuracy are articulated using cultural scripts. Furthermore, parental power in the family, as well as the psychological power of older siblings over younger siblings, is touched upon in the discussion, suggesting implications for both prospective research on Vietnamese language and culture and for non-Vietnamese who have intercultural encounters with speakers of Vietnamese.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
Published on June 8, 2017. Last updated on February 9, 2020.
Wakefield, John; Itakura, Hiroko (2017). English vs. Japanese condolences: What people say and why. In Vahid Parvaresh, & Alessandro Capone (Eds.), The pragmeme of accommodation: The case of interaction around the event of death (pp. 203-231). Berlin: Springer.
DOI: 10.1007/978-3-319-55759-5_12
Abstract:
This paper uses the ethnopragmatics approach to discover the sociopragmatic knowledge that influences what English and Japanese speakers say when condoling bereaved people who have recently lost someone close to them. Linguistic data are drawn from previous studies on English and Japanese condolences, discourse completion tasks, movies and the authors’ native-speaker intuitions. Analyses from the literature on condolences contribute to the discussion. Cultural scripts — one for English and one for Japanese — are presented as hypotheses to account for the observed verbal and non-verbal behaviour of English and Japanese speakers when offering condolences. It is proposed that the social closeness between the deceased and the bereaved affects what all condolers say, but that this effect is different for English and Japanese speakers. Another key difference is that the perceived role of the condoler is different between the two languacultures: Japanese speakers sense a greater responsibility to share in the mourning process.
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Research carried out by one or more experienced NSM practitioners
Published on October 15, 2017. Last updated on June 17, 2019.
Aragón, Karime (2017). Visuality, identity and emotion: Rosa mexicano as a Mexican Spanish keyword. In Carsten Levisen & Sophia Waters (Eds.), Cultural keywords in discourse (pp. 131-156). Amsterdam: John Benjamins.
This chapter presents a semantic and ethnopragmatic analysis of the Mexican Spanish colour word rosa mexicano. This word functions as a symbol of Mexican identity and serves as a cultural key word for Mexican Spanish speakers. It appears in a variety of discourses, such as international and cross-cultural relations, the arts, education and discursive representations of national self-perception. After providing a semantic analysis of the meaning of the word, the chapter moves on to an ethnopragmatic examination, articulating cultural scripts for the visual, identificational and emotional meanings associated with rosa mexicano discourse.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
This introduction to the second part of a special issue of the Russian Journal of Linguistics marking Anna Wierzbicka’s 80th birthday focuses on her research in the area of language and culture. It surveys some of the fundamental concepts of Wierzbicka’s research program in cultural semantics and ethnopragmatics, in particular cultural key words and cultural scripts, both of which she unpacks using the universal human concepts of NSM. The article also discusses the concept of Minimal Language as a recent development in the NSM program and presents associated research in a variety of fields.
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Simultaneously published in English and Russian. The Russian version follows the English one.
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Research carried out by one or more experienced NSM practitioners
Published on February 20, 2019. Last updated on June 20, 2019.
Wong, Jock, & Liu, Congyi (2019). Two ways of saying ‘thank you’ in Hong Kong Cantonese: m-goi vs. do-ze. In Alessandro Capone, Marco Carapezza, & Franco Lo Piparo (Eds.), Further advances in pragmatics and philosophy: Vol. 2. Theories and applications (pp. 435-447). Cham: Springer.
While in English there is only one main way of thanking someone, using the phrase thank you or one of its variants (e.g. thanks, ta), in Hong Kong Cantonese there are two phrases, 唔該 m4-goi1 and 多謝 do1-ze6, both of which could be translated in English as thank you. Whereas in some instances it is clear which one of the two Hong Kong Cantonese phrases one should use, in other situations both could be used. This suggests that the two Hong Kong Cantonese phrases have different meanings and that learners of Hong Kong Cantonese could be confused. However, the meanings of and differences in meaning between the two phrases have hitherto not been articulated with any degree of clarity, making it rather difficult for learners of Hong Kong Cantonese to understand precisely how they are used in native Hong Kong Cantonese culture. The objective of this paper is thus to articulate the meaning of each of these two phrases using a maximally clear and minimally ethnocentric metalanguage (NSM).
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Research carried out by one or more experienced NSM practitioners
This thesis is a ‘thesis by creative project’ consisting of a cultural dictionary of Australian English and an exegesis which details the theoretical basis and decisions made throughout the creative process of this project. The project aims to produce a resource for ESL teachers on teaching the invisible culture of Australian English to migrants, using the Natural Semantic Metalanguage (NSM) (e.g. Wierzbicka, 2006) as a theoretical and methodological basis. The resource takes the form of an encyclopaedic dictionary focussing on Australian values, attitudes, and interactional norms, in response to the need for education resources describing the cultural ethos embodied in Australian English (Sadow, 2014).
Best practice for teaching intercultural communicative competence and related skills is to use a method for teaching which encourages students to reflect on their experience and analyse it from an insider perspective (Tomlinson and Masuhara, 2013). This thesis takes the position and demonstrates that an NSM-based descriptive method can meet these practical requirements by providing a framework for describing both cultural semantics and cultural scripts. In response to teacher needs for a pedagogical tool, I created Standard Translatable English (STE)—a derivative of NSM specifically designed for language pedagogy.
The exegesis part of this project, therefore, reports on the development of STE and the process, rationale, and results of creating a cultural dictionary using STE as a descriptive method. I also discuss the theoretical grounding of teaching invisible culture, the best-practice requirements for creating teaching materials and dictionaries, my methods for conducting user needs research, and the results, and the ultimate design choices which have resulted in a finished product, including supplementary materials to ensure that teachers are well prepared to use an NSM-based approach in pedagogical contexts.
The main body of this project, however, is the cultural dictionary—The Australian Dictionary of Invisible Culture for Teachers—comprising approximately 300 entries which describe, in STE, essential aspects of the values, attitudes, interactional norms, cultural keywords, and culture-specific language of Anglo-Australian English. The cultural dictionary is formatted as an eBook to enhance accessibility and practicality for teachers in classroom contexts. Drawing on previous dictionaries and on lexicography, the entries include a range of lexicographical information such as examples, part-of-speech, and cross-referencing. This innovative cultural dictionary represents the first targeted work into the applications of NSM and NSM-derived frameworks. It is the first dictionary of invisible culture in Australian English in this framework, and the only current resource which is aimed at maximum translatability for the English language education context.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
Published on June 19, 2020. Last updated on August 16, 2021.
Aznárez-Mauleón, Mónica (2019). La fórmula de rechazo ¡Vete a … ! en español peninsular: una propuesta de análisis desde la Metalengua Semántica Natural (NSM). Sociocultural Pragmatics, 7, 421-444.
This paper analyses 19 routine formulae from Peninsular Spanish that share the same syntactic pattern (Vete a + noun phrase or Vete a + verb phrase) and are described by dictionaries as expressions of rejection towards the interlocutor. On the basis of previous classifications, these expressions could be considered subjective, affective and attitudinal expressive formulae, because they are used to show the speaker’s attitudes and emotions. However, on the one hand, complex concepts such as affective expression, attitudinal or expression of rejection are not very enlightening when describing this kind of expression to speakers of other languages or to speakers of a different variety of Spanish. On the other hand, given that at least 19 expressions of this kind exist in Peninsular Spanish, it is reasonable to think that there may be some differences of meaning between them. The present study aims to meet these two challenges by applying NSM methodology to the semantic-pragmatic analysis of these units. This paper offers a first approach to this kind of expression through the elaboration of semantic-pragmatic explications of the different groups of formulae that, on the basis of the examples found, have been established in the study.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
Published on August 3, 2020. Last updated on August 3, 2020.
Bułat Silva, Zuzanna (2019). Los vocativos de cariño en español peninsular: un enfoque desde la Metalengua Semántica Natural. Sociocultural Pragmatics, 7(3), 445-467.
This article adopts an ethnopragmatic approach to the interpretation of linguistic strategies through their relation with cultural aspects which underlie their usage. The focus is on the relation between Spanish cultural scripts and nominal forms of address (terms of endearment) used in Peninsular Spanish. Cultural scripts would appear to be the perfect tool for explicating the sociocultural premises behind the interpretations we make of the function that terms of endearment have in Spanish politeness. Of particular interest are typically
Spanish scripts of “expressiveness”, “complimenting others”, “treating others with affection” and “being friendly”, and terms of endearment such as alma, ‘soul’, vida, ‘life’, cielo, ‘heaven’ and cariño, ‘love’. The explication of the semantic content of the terms of endearment on the one hand and the underlying sociocultural values on the other, applies the method of semantic and pragmatic analysis known as NSM.
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Written in Spanish.
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Research carried out by one or more experienced NSM practitioners
This study uses the ethnopragmatics approach to examine the cultural-based knowledge that guides Cantonese and Anglo-English speakers when offering death-related condolences, or what we refer to here as ‘condolence routines’. The data come from discourse completion tasks, the existence of cultural key phrases, and the authors’ native-speaker intuitions. The authors examine condolences that are offered to a good friend who has recently lost someone close to him or her. They present cultural scripts that are proposed to account for the linguistic contrasts in Cantonese versus English condolence routines. The Cantonese script is entirely new while the English script is revised from a previous study.
Based on our analysis, we conclude that the primary contrast is that Anglo-English condolences typically focus on expressing that the condoler feels sad because of the bereaved’s loss, while Cantonese condolences typically focus on telling the bereaved not to be sad and to take care of his- or herself. Knowledge of this contrast in sociopragmatics is not only a meaningful contribution to the study of pragmatics; it is also of practical help to people in regular contact with Cantonese and/or Anglo-English speakers. It can help one understand how to avoid saying something during a condolence routine that may sound inappropriate, or even insensitive, to speakers of these two languages.
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Research carried out by one or more experienced NSM practitioners
Published on February 16, 2019. Last updated on November 11, 2020.
Goddard, Cliff, & Kerry Mullan (2020). Explicating verbs for “laughing with other people” in French and English (and why it matters for humor studies). Humor, 33(1), 55-77.
This study undertakes a contrastive lexical-semantic analysis of a set of related verbs in English and French (English to joke and to kid, French rigoler and plaisanter), using the NSM approach to semantic analysis. We show that the semantic and conceptual differences between French and English are greater than commonly assumed. These differences, we argue, have significant implications for humor studies: first, they shed light on different cultural orientations towards “laughter talk” in Anglo and French linguacultures; second, they highlight the danger of conceptual Anglocentrism in relying on English-specific words as a theoretical vocabulary for humor studies.
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Research carried out by one or more experienced NSM practitioners
This chapter presents a cultural semantic analysis of the differences in the expression of personal opinions between English and Italian. In English, personal opinions are generally understated, whereas speakers of Italian tend to purposely exaggerate when making a statement. As one might expect, opposite communicative styles can lead to cases of miscommunication in cross-cultural interactions. Such cases can be avoided if language learners are provided with efficient tools, which can help them improve their cross-cultural awareness and competence. Adopting the approach of ethnopragmatics, this chapter proposes the theory of cultural scripts as the optimal pedagogical tool to pinpoint the differences in the expression of personal opinions between English and Italian and show how scripts can be used effectively for cross-cultural training.
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Research carried out by one or more experienced NSM practitioners
This Commentary has two main aims. The first is to argue that systematic approaches to “humour” have been hampered and skewed by terminological Anglocentrism, i.e. by reliance on terms and categories which are English-specific, such as ‘amusing’, ‘joking’, ‘serious’, and ‘mock’, and even by the banner term ‘humour’ itself. Though some humour scholars have recognised this problem, I contend that they have under-estimated its severity. Anglocentric terminology not only interferes with effective communication within the field: it affects our research agendas, methodologies, and theoretical framings. Needless to say, humour studies is not alone in facing this predicament, which at its largest can be described as the global Anglicisation of humanities and social science discourse.
While calls to make humour studies more conceptually pluralistic are laudable, they cannot fully succeed while ‘full’ Anglo English remains the dominant scholarly lingua franca. The second aim of this paper is to argue that considerable progress can be made by “de- Anglicising English” from within, using a newly developed approach known as Minimal English. This allows re-thinking and re-framing humour terminology and agendas using a small vocabulary of simple cross-translatable English words, i.e. words which carry with them a minimum of Anglo conceptual baggage. For illustrative purposes, I will discuss how complex terms such as ‘wit, wittiness’ and ‘fantasy/absurd humour’ can be clarified and de- Anglicised using Minimal English.
Research carried out by one or more experienced NSM practitioners
Published on June 18, 2020. Last updated on August 16, 2021.
Ameka, Felix K. 2020. “I sh.t in your mouth”: Areal invectives in the Lower Volta Basin (West Africa). In Nico Nassenstein and Anne Storch (Eds.), Swearing and cursing: contexts and practices in a critical linguistic perspective (pp. 121-144). Berlin: Mouton de Gruyter.
Languages in the Lower Volta Basin belong to different subgroups of the Kwa family: Gbe, Ga-Dangme, Ghana-Togo Mountain, and Tano, which includes Akanic and Guang languages. These languages share several features, but it is not always easy to detect which features are inherited and which are diffused from one language to the other. Taking a cue from earlier studies, where some widespread interactional
routines are either inherited, such as agoo ‘attention getter’, or diffused from one language, such as ayikoo ‘well done, continue’, which seems to have spread to the other languages from Ga, I investigate some shared maledicta and taboo expressions in the area. I focus on the performance, perlocutionary effect and uptake as well as the cultural scripts that govern the use of two invective multi-modal embodied utterances in the area. One is an emblematic gesture involving a pointed thumb and its accompanying verbal representations. A common
expression that accompanies it comes from the Ga ‘obscene insults’ sɔ́ɔ̀mi! ‘inside female genitalia’, onyɛ sɔ́ɔ̀ mli ‘inside your mother’s genitalia’, whose equivalents are also used in the other languages. The Ewe-based accompanying verbal expression is literally: ‘I defecate in your mouth’. A second form is the one commonly called ‘suck teeth’, which is spread beyond the Lower Volta Basin to the Trans-Atlantic Sprachbund. Drawing on the representation and categorization of how the enactment of these linguistic practices are reported, I demonstrate that they are viewed as insults or ways of swearing at other people because of something bad they may have done to the speaker. I call into question the universality of swearing and argue that crosslinguistic studies of swearing, cursing or cussing and such phenomena should extricate themselves from the English language labels and attend to the insider and indigenous ways of understanding acts of saying bad words to another.
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Research carried out by one or more experienced NSM practitioners
This study, the fifth chapter in the volume in which it is published, examines the speech practice designated as hāzer javābi (literally, ‘ready response’ in Persian (Farsi)) using an ethnopragmatic approach; that is, it attempts to capture the ‘insider’ understandings of the practice by making use of semantic explications and cultural scripts. It is one of only a few papers about the Persian language that employ the ethnopragmatic approach. Section 5.1 introduces the practice, offers some classical and contemporary examples, and draws attention to differences in similar-but-different speech practices in English and some other languages. Section 5.2 describes the analytical framework, i.e. ethnopragmatics. Section 5.3 provides historical and cultural contextualization, aiming both to scaffold a more precise understanding of the concept and to explain its cultural prominence. Section 5.4 presents a script for hāzer javābi. Section 5.5 discusses broader issues and provides concluding remarks.
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Research carried out in consultation with or under the supervision of one or more experienced NSM practitioners
Published on November 22, 2020. Last updated on August 19, 2021.
Fernández, Susana S. & Cliff Goddard. (2020). Una aproximación al estilo comunicativo de cercanía interpersonal del español a partir de la teoría de la Metalengua Semántica Natural [An Approach to the Spanish Communicative Style of Interpersonal Closeness from the Theory of Natural Semantic Metalanguage]. Pragmática Sociocultural / Sociocultural Pragmatics, 7(3), 469-493.
El presente artículo discute un estilo comunicativo típico de muchos hispanohablantes, que a menudo ha sido caracterizado en la literatura sobre pragmática y comunicación intercultural como de cercanía interpersonal y de confianza. El punto de partida teórico y metodológico es la teoría de la Metalengua Semántica Natural (NSM, por sus siglas en inglés), que propone el uso de un minivocabulario de conceptos básicos para explicar otros más com- plejos. En este caso, presentamos descripciones (que en la teoría se denominan guiones culturales) de distintos aspectos de este estilo comunicativo de cercanía y de palabras claves culturales y rasgos gramaticales relacionados con este modo de comunicar al que, consciente o inconscientemente, adhieren muchos hispanohablantes. Nos basamos en trabajos ya realizados por otros autores dentro de la NSM y proponemos también nuevas descripciones.
Abstract:
This article discusses a communicative style typical of many Spanish speakers, which has often been characterized in the literature on pragmatics and intercultural communication as interpersonal closeness. The theoretical and methodological starting point for the present analysis is the theory of Natural Semantic Metalanguage (NSM), which proposes the use of a minivocabulary of basic concepts to explain complex ones. In this case, we present descriptions – called cultural scripts within the theory – of different aspects of this communicative style of closeness and analyze cultural keywords and grammatical features related to this way of communicating, which, consciously or unconsciously, many Spanish speakers adhere to. We rely on work already done by other authors within NSM and we also propose new descriptions.
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Written in Spanish.
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Research carried out by one or more experienced NSM practitioners
