POLITENESS STRATEGIES IN A CATHEDRATICUM LAUNCHING

ABSTRACT

The purpose of this study is to explore the use of politeness strategies based on Brown and Levinson’s face saving view for persuasion in the Cathedraticum launching of the Iguobazuwa Deanery held at St. Albert Catholic church UNIBEN/UBTH, Benin on 3rd March, 2024. The study shows how the choice of words and use of language of the launchers impact the participation of the congregation during the launching. It shows the necessity of using polite language to cajole and persuade the participants in a launching and create a positive atmosphere for the congregation to participate actively in the launching exercise. The data for this research was gathered at the four masses held at St Albert Catholic Church UNIBEN/UBTH, Benin, on 3rd March, 2024 using audio recording. The primary data were observed and transcribed into texts, after which they were sorted through purposive sampling, analyzed and reviewed using Brown and Levinson’s politeness theory. This research shows that the language of persuasion used the most by launchers during launchings is the positive and negative politeness strategies since the level of face threat done by using these strategies is lesser when compared to the other strategies, the launchers use little or no bald on record politeness strategy, and the off-record politeness strategy is scarcely used. The study shows that people are persuaded better to donate generously at the launching when they are recognized, respected and appreciated, as well as when they are not forced to give.