An Analysis of Public Apology Perception from Different Cultural Background

سال انتشار: 1392
محل انتشار: اولین کنفرانس ملی آموزش زبان انگلیسی، ادبیات و مترجمی
کد COI اختصاصی: TELT01_112
زبان مقاله: انگلیسی
تعداد مشاهده: 1301

نویسندگان

PhD Candidate, University of Isfahan

Associate Professor, Texas A&M University

چکیده

This research paper presents a glimpse into the world of apologies and apology research from a cross-cultural perspective. It begins by reviewing what an apology is and provided an overview of different definitions of apologies that are provided in the literature. Then we will discuss what motives lie behind apologies (Kramer-Moore & Moore, 2003; Davies, et al., 2007; Holmes, 1990; Park, et al., 2005). Following that is a look at computer-mediated communication (CMC), with specific focus on email (Strate, Jacobson, & Gibson, 1996; Swangboonsatic, 2006; Walther, 1996; Baron, 1998; Lightfoot, 2006; Winerman, 2006). Specifically, the authors of this report consider the effect that the relatively new medium of CMC has on apologies. Taken into account are the apology strategies developed by established researchers (Fraser, 1981; Trosborg, 1987; Holmes, 1990; Olshtain, 1989; Holtgraves, 1989; Sugimoto, 1997; Davies, Merrison, &Goddard, 2007). Finally, these authors set forth an analysis, using the aforementioned apology strategies, of a real-life apology by Netflix CEO Reed Hastings (2011) regarding recent policy changes by the company and consumer reactions to those changes. The perceptions of 35 Iranian students regarding this real CMC Apology is compared with Chinese (30) and American (30) students’ perceptions. The degree of offense, the purpose of apology, the sincerity of the apology and the strategies used to apologize from the recipient’s perspectives is presented to investigate cross-cultural differences and similarities on how institutional apologies are perceived and evaluated by people from different cultural background. Findings of this study provided the required key variables of a corporate public apology. The comparison between the L1 and L2 group revealed that the key features of the Netflix video-taped public apology had an impact on respondents’ perceptions on the apology. The differences between the L1 group and L2 group’s perceptions of a corporate public apology could be used to determine the key elements of an effective corporate public apology. The study has implications for teaching, for English as an international language communication styles, and for intercultural communication.

کلیدواژه ها

apology speech act, public apology, cross-cultural perspectives, intercultural communication

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