Pragmemes at the Market Place

Abstract

In this paper, I deal with socio-pragmatics and pragmemes, and propose that we need to take into account societal and cultural considerations in order to develop a persuasive theory about utterance meaning and language use. In particular, I deal with pragmemes and propose that they depart considerably from speech act theory, which is more or less a kind of armchair linguistics, as they can be combined with the notion of language games (Wittgenstein L (1953) Philosophical investigations. Oxford: Blackwell) and with the notion of the triadic structure of language (Wong JP 42:2932–2944, 2010). In this view, culture plays a predominant role. As Wong says: To attain a more holistic picture of language, one would need to see beyond form and even meaning to consider the cultural context of the language (or pragmemes) under study. This is because, as numerous studies have argued persuasively, people use language to express not only meaning but, consciously or subconsciously, culture as well – values, attitudes, biases, etc. A pragmeme is, therefore, best viewed as a “culturally situated speech act” and when we study pragmemes, we should ideally study them with respect to the culture in which they are used (Wong JP 42:2932–2944, 2010). In this paper, I explain why culture plays a predominant role in the pragmeme and should be a component of the definition of this type of unit of language use. I provide certain examples of pragmemes which require the notion of pragmatic competence and clearly show that a certain cultural dimension is important in determining rules of use. Then I consider a special kind of pragmemes: pragmemes at the market place. Pragmemes at the market place can be seen in the light of Mey’s ((2001) Pragmatics. An introduction. Oxford: Blackwell.) ideas on adaptability. Language users develop ways to adapt to reality (and to the changing circumstances they are confronted with) by making use of pragmatic acts that exploit contextual considerations and, given that they are to be seen as responses to the changing circumstances of life, may establish a path of language use and norms that constitute precedents from which subsequent language users can inherit ways to adapt to the circumstances of life. Sellers at the market develop techniques for shouting, surprising their clients, attracting attention, advertising their products through imaginative and poetic ways. These clearly require techniques, social practices and rules of use that are very different from those involved in other forms of communication, in that they are to be seen as responses to specific circumstances, specific purposes, and specific needs to adapt to the new circumstances of life. I propose that the poetic function (Jakobson R (1960) Closing statements. Linguistics and poetics. In T. Sebeok (Ed.), Style in language. Cambridge: MIT) in these language games merges with other functions (e.g. the phatic, the argumentative and the conative function). Both the poetic and the phatic function are subordinated to the conative function. I consider cases of expansion, in which knowledge of the cultural background and the situational context can guide interpretation and, in particular, the calculation of syntactic relations, which is made particularly difficult because we are confronted with fragments. I then consider pragmemes and deontic modality, arguing that the cultural context ensures that the right interpretation is arrived at through cultural ethical norms (readers who belong to different cultures notice that literal translations of these utterances, separated from inferences due to cultural norms, produce no similar interpretations in their languages). Next, I consider the pragmeme ‘selling fish at the market place’. We can see that a particular pragmeme has its own norms that are dedicated to it and determined by the situational needs of the seller. The seller specializes in selling this product (tuna fish and fish in general) and, thus, best knows how to advertise it. Why should there be these forms of specialization? Probably, the answer is that the seller knows which questions the client has for him and he is prepared to answer them in advance, having developed poetic techniques for this task. I finally provide a series of common features which pragmemes of selling things at the market place display. We may consider them the topoi of the specific pragmemes. I am aware that there is a lot more work to be done, but this is not always easy because this kind of language use is gradually being lost due to changes in the structure of society. The data collected by anthropologists do not suffice in any way because they are focused on folklore more than on language use. The attempt to focus on the core features of pragmemes or, in the case in point, the pragmemes of selling fish at the market place is thwarted by the scarcity of the data.