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Organizational face
(UMT Lahore, 2020) ABDUL AHAD JAJJA
This study looks at how language plays a role in the development of an organization’s public self-image. The study hypothesizes an “Organizational Face”, using Goffman’s concept of face, and Brown and Levinson’s concept of face-threatening acts (FTAs). Since organizations are essentially a group of people working towards a common goal, they too have a face. This face, termed as Organizational Face, has been defined as the public self-image of an organization. It differs from the individual notions of face in that the face threatening acts (FTAs) of the organization towards its customers, rather than the vice-versa, threaten the face of an organization. Using mini-ethnographic case study as the method of data collection, data from police stations was gathered through observations and semi-structured interviews. The data coincides with the hypothetical claims of the existence of an organizational face, its elements and its application. It is proposed that organizations pay heed to the maintenance of their organizational face by training their employees to assess the face of customers, and apply appropriate politeness strategies to mitigate any face-threatening acts (FTAs).