Abstract
The paper deals with reputation and face treated as emotional and rational evaluation and self-evaluation of a person correlating with their respect and self-respect. The most important features of respect/disrespect reflect its deontic character and focus on the correlation of respect/disrespect and affection/disaffection. The emotional component of this attitude is its basis, whereas the rational component is its addition. The feeling of self-respect is actualized if it may be threatened. The descriptions of reputation usually contain expressed or inferred motivation for such attitude. Reputation may be a masque meant to hide real motives of behavior. The correlation between respect/disrespect and reputation may be presented as an opposition of process Vs result and content Vs form when we describe the attitude to a person, or group, or organization. Reputation is connected with external signs – someone’s good or bad name. A speech act description of reputation and face includes the contradistinction of sincere and formal behavior in a situation of a threat to respect and selfrespect of a person. Conceptualization of face is predominantly determined by the norms of certain communities in a certain epoch.
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