A Study of “Face” Culture in Online Social Verbal Conflict
Yang MengYu

Xi'an International Studies University，Xi'an City, Shaanxi Province，710128；

Abstract：Verbal conflicts are common in online social networks, yet the underlying pragmatic mechanisms driving these disputes have received limited attention. As Internet technology continues to evolve, the Internet has become an essential communication platform in daily life. In online interactions, people's speech behaviors often differ from those in face-to-face settings, influenced by various online context factors. Conflictual discourse is intrinsically linked to incivility and the concept of "face" in communication. Verbal conflict typically arises when the speaker and listener confront or dispute one another over language use due to differing opinions. It is a dynamic process that evolves with the communication context, often involving arguments, debates, and opposing discourses, which can significantly affect the interaction. At the same time, individuals tend to follow the principle of politeness and face culture, striving to maintain their public image during communication. This study examines a verbal conflict within a university QQ group as a case study, analyzing how such conflicts may violate the principles of politeness and face culture. Ultimately, this research aims to provide insights into everyday verbal communication, with the goal of reducing conflicts and improving communication in online settings.

Keywords: Politeness Principle; "Face" Culture; Verbal Conflict; Online Socialization

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