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Face Work and Social Media
(2014)
On platforms such as Facebook and Twtter, on message boards, in blogs and commentaries, in short: in the Social Media, users interact as if they knew each other personally. Malicious verbal behaviour is found next to clapping and kissing emoticons, both indicative of users' relational work strategies. This book presents seventeen papers on face work in Social Media - theoretical reflections as well as corpus-based studies - thus opening the way to rethink linguistic pragmatics in computer-mediated communication.
The author shows, on the basis of Watts' model, that online communication on interaction platforms tends to be marked. Due to the media conditions, utterances can be misunderstood or ambigious. This often leads to a discussion about how a post is to be interpreted and about a third party who may also be reading - a potential FTA. To counteract this, verbal, paraverbal an non-verbal strategies aim at marking the posts through multiple codes by means of their user profile, with their avatar, signature, etc. - options many platforms provide and thus support such behaviour.
