Common Communication Strategies Research Articles

Inclusive Merchandising. A Storyteller for an Accessible University

Following recent social and global transformations, cultural organizations have undergone a major redefinition in their role as keepers and promoters of knowledge and heritage, developing virtuous examples and reference models for the free, open, and autonomous enjoyment of all audiences. This contribution - contextualized in a current doctoral research on the enhancement of cultural heritage, promotion of institutional and territorial identities - is presented as a reflection on the recent awareness and attention to the issues of inclusiveness and accessibility in places of culture, especially higher education institutions. Through an analytical work on numerous university case studies, focused on institutional merchandising products, it was possible to outline common attitudes and effective communication strategies that promote core values related to multiculturalism, body positivity, gender equality, women’s empowerment, and integration of ethnic minorities.

Research on the Influence of Brands Endorsed by Mainland Stars on the Behavior of Local Consumers

With Chinas economic growth, domestic celebrities are increasingly visible on the international stage. Many fashion brands opt for celebrity endorsements to enhance their brand influence and awareness. Celebrity endorsement has been a common communication strategy, garnering consumer attention and elevating a brands competitiveness. It also enhances the commercial value of the endorsing star. Celebrities attract highly loyal fan bases, resulting in increased participation in endorsed brand activities. This boosts brand favorability among consumers and can convert star fans into brand loyalists, expanding international influence. However, recent negative news about celebrities has affected brand endorsements. Fans often defend their idols, which can harm the brands image. This paper addresses the following questions: 1. Is there a positive correlation between celebrity endorsements and consumer product consumption behavior? 2. Do consumers attitudes toward brands correlate with their consumption behavior? 3. Are idol-endorsed ads positively correlated with increased consumption by fans? Some brands have experienced short-term increases in awareness and sales, but whether this can be sustained requires consideration. Additionally, while most endorsements aim to boost brand awareness and sales, their impact on non-fan consumers, particularly whether such endorsements trigger aversion or resistance, merits further discussion. This study will review existing research, analyze the influence of celebrity endorsements on brands and sales trends, and examine the purchasing power of different consumer groups, including fan and non-fan segments.

Messaging strategies for communicating health-related information in social media—a content and effectiveness analysis of organ donation posts on Instagram in Germany

BackgroundAlthough organ transplantation is a very effective clinical solution to save the lives of patients suffering from organ failure, the supply of donated organs still cannot meet its growing demand. Educating the society about organ donation is a critical success factor in increasing donation rates, especially in countries that require potential donors to proactively register and opt-in (e.g., Germany). While social media has emerged as an effective tool for disseminating health information, recent evidence suggests that published organ donation content (both online and offline), aimed at raising awareness, still lacks effectiveness. To develop recommendations for optimizing organ donation messaging via social media, this study not only examines the current state of organ donation communication on Instagram, but also identifies factors that contribute to message effectiveness.MethodsWe conducted a retrospective content analysis to in-depth assess organ donation-related content published on Instagram in Germany between January and March 2022. Systematic coding allowed to identify common themes, sentiments, and communication strategies, which were analyzed for their effectiveness using linear regression analyses.ResultsOf the 500 organ donation posts, 57% were published by institutional authors while the remainder was shared by private accounts. Most content was aimed at the general population and shared neutral (80%) or positive sentiments (17%). Transformative messages, positive emotions, posts published by the transplant recipient and the image of a human served as predictors for post effectiveness measured in terms of likes (p < 0.001) and comments (p < 0.01). Sharing personal experiences (p < 0.01) and highlighting the meaning of organ donations (p < 0.05) resulted in significantly higher audience engagement than any other topic discussed.ConclusionOur findings highlight the need for health officials to work closely with organ transplant recipients to publicly advocate for organ donations by sharing personal and transformative messages. The high share of posts published by transplant recipients indicates a certain openness to share personal experiences with broad audiences. Different message characteristics served as predictors for message effectiveness (i.e., increased audience engagement) which can likely be extrapolated to other health-related use cases (e.g., cancer screening).

A review of experimental evidence of how communication affects attitudes to immigration

The need for strategic communication in migration policymaking is increasingly widely recognised. Whereas until recently there was relatively little academic evidence of what forms of immigration communication are effective, the past few years have seen a large amount of new experimental evidence. This article overviews 68 experimental studies, as well as other relevant studies, categorising their findings into nine common communication strategies. Appealing to common interest rather than self-interest, appealing to conformity rather than diversity, migrant descriptions, appealing to common ground, and appealing to empathy are consistently shown to be effective. Fact-checking of the effects of migration and appealing to emotions are mostly shown to be effective, as is appealing to identity where applicable. By contrast, appealing to diversity is consistently shown to be ineffective, while correcting information about migrant stocks and appeals to self-interest are mostly shown to be ineffective. Overall, this review article supports psychological findings regarding attitudinal formation that emphasise sociotropic considerations of the effects of immigration, economic or otherwise, on the collective while offering weaker support for egocentric approaches.

An Analysis Of Communication Celebrity Endorsement On Brand Image

The main objective of this study is to propose a conceptual model to assess whether persuasive messages can lead to acceptance in the form of information provided by Instagram social media opinion leaders, and, also, the extent to which messages on products and services affect brand image recommended by celebrity endorsement. Communication helps managers to do their jobs and responsibilities. Communication serves as the basis for planning. Celebrity endorsement are used as a common corporate communication strategy to build brand image. Advertisers believe that the use of celebrity endorsement affects advertising effectiveness as well as on purchase intention and repurchase. The study used a quantitative approach using 241 samples from clothing consumers using multiple linear regression processed with SPSS 25. The results of this study found that there was a significant and positive influence of celebrity endorsement on clothing companies brand image. Celebrity endorsement play an important role in improving clothing companies brand image with the endorsement method carried out by celebrity endorsement proven to be able to give a positive impression on the brand image in the eyes of consumers, especially on social media Instagram.

ВИКОРИСТАННЯ МАРКЕТИНГОВИХ ЗАСОБІВ В HR-МЕНЕДЖМЕНТІ ПІДПРИЄМСТВА

The question of the HR-management and marketing areas interpenetration possibility in the process of the enterprise functioning in a market environment has been revealed in the article. The importance of the main functional tasks of HR-management and marketing specialists has been updated, as well as an attempt to systematize common and distinctive features of HR-management sphere and marketing sphere of the enterprise activity has been made with further identification of key links of business areas, where these areas are closely interrelated. It has been determined that HR-management and marketing are simultaneously combined with a common enterprise strategy, are able to use common marketing communication strategies, complement each other through the approaches used to recruitment, as well as development and maintenance the brand of the enterprise as an employer. The article describes such marketing strategies to attract consumers of the enterprise product and its potential employees, as social marketing and relationship marketing, in particular loyalty marketing. These marketing communication strategies successfully highlight the question of the possibility of integrating marketing elements in the field of enterprise HR-management. In addition, a structural and logical scheme allowing for a comparative characterization of the functional tasks, specialists' features in HR-management and HR-marketing has been provided in the study, as well as the common features of these departments have been highlighted. It has been determined that the presence of common features between HR-management and HR-marketing is due to external and internal factors. External factors, in particular, are the market, which is studied and worked with by specialists of relevant departments (labor market), as well as political, legal, socio-economic, financial and other conditions. While the internal factors are the enterprise strategy, its staff policy, corporate culture and are typical for both HR-management and HR-marketing functions that they perform (including the functions of information gathering and communication). Another area of ​​business processes, where HR-management and marketing are interrelated, which is the enterprise branding as an employer, as well as the main marketing communication tools, which along with branding are actively used by HR-marketing departments, have been outlined in the article.

ЗАСТОСУВАННЯ ІНТЕНТ-АНАЛІЗУ В ДОСЛІДЖЕННЯХ ДИСКУРСУ МЕРЕЖЕВОЇ КОМУНІКАЦІЇ

&lt;p&gt;&lt;strong&gt;&lt;em&gt;The aim&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; of our study is to identify the methodological potential of intent analysis to study the discourse of network communication in its receptive aspect.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Methods of Research.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; The goal and objectives of the study led to the choice of relevant general scientific research methods such as analysis and synthesis, generalisation of areas of application of intent analysis, which were proposed in various scientific fields, as well as extrapolation of the results into the plane of social communications. The method of observation, which allowed to identify the leading intentions of network discourse, and the method of systematisation of the identified modes of the intentional field of communicators were also valid. At the theoretical level, the methodological potential of intent analysis in the study of network communication discourse was determined. &lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Results.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; The generalisation of the application of intent analysis in relevant areas of social communications allowed us to draw conclusions about the heuristic potential of this method in the study of network discourse as a product of spontaneous communication, characterised by a high level of reflexivity and emotionality. The study of the receptive aspect of network communication in contrast to professional forms of interpersonal interaction is not possible without taking into account the intentional component of communication. The online environment provides researchers with a significant subject-matter field for studying the emotional responses of the general public to today’s issues. The intentions of self-presentation and depreciation, which demonstrate the subject-object and object-subject dimensions of network interaction and reveal the most common communication strategies, are the most expressed. &lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Novelty.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; For the first time it is proposed to use intent analysis to study the discourse of network communication in its receptive aspect, emphasising the discursive characteristics of social networks that require intentional interpretation.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Practical significance. &lt;/em&gt;&lt;/strong&gt;&lt;em&gt;The results and conclusions can be used to optimise the methodological base in the study of the network communication, identify its manipulative potential, technological use of social networks in the image programs of the state and the process of improvement of the information climate of the society. &lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Key words:&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; intentions, intent analysis, intentional field, discourse, network communication, communication strategies.&lt;/em&gt;&lt;/p&gt;

Content and Dynamics of Websites Shared Over Vaccine-Related Tweets in COVID-19 Conversations: Computational Analysis.

BackgroundThe onset of the COVID-19 pandemic and the consequent “infodemic” increased concerns about Twitter’s role in advancing antivaccination messages, even before a vaccine became available to the public. New computational methods allow for analysis of cross-platform use by tracking links to websites shared over Twitter, which, in turn, can uncover some of the content and dynamics of information sources and agenda-setting processes. Such understanding can advance theory and efforts to reduce misinformation.ObjectiveInformed by agenda-setting theory, this study aimed to identify the content and temporal patterns of websites shared in vaccine-related tweets posted to COVID-19 conversations on Twitter between February and June 2020.MethodsWe used triangulation of data analysis methods. Data mining consisted of the screening of around 5 million tweets posted to COVID-19 conversations to identify tweets that related to vaccination and including links to websites shared within these tweets. We further analyzed the content the 20 most-shared external websites using a mixed methods approach.ResultsOf 841,896 vaccination-related tweets identified, 185,994 (22.1%) contained links to specific websites. A wide range of websites were shared, with the 20 most-tweeted websites constituting 14.5% (27,060/185,994) of the shared websites and typically being shared for only 2 to 3 days. Traditional media constituted the majority of these 20 websites, along with other social media and governmental sources. We identified markers of inauthentic propagation for some of these links.ConclusionsThe topic of vaccination was prevalent in tweets about COVID-19 early in the pandemic. Sharing websites was a common communication strategy, and its “bursty” pattern and inauthentic propagation strategies pose challenges for health promotion efforts. Future studies should consider cross-platform use in dissemination of health information and in counteracting misinformation.

Co-creation of a healthy dairy product with and for children

Children's involvement in new product development may contribute to ensure that healthy alternatives meet their wants and needs. Co-creation is a potential approach to bridge the world of the child and the grown-up product developer. In this context, the objective of the present work was to explore the potential of a co-creation approach with children to develop a healthy dairy product. A total of 52 school-aged children (54% girls, 6–13 year old) recruited from an after-school club in Montevideo (Uruguay) participated in co-creation workshops. Two sessions were carried out. In the first session, children developed a dairy product using a set of ingredients and proposed strategies to promote their product. Children showed a high level of engagement during the activity and provided actionable ideas for product development. Three key factors drove the product formulation (familiarity, hedonics, and healthiness), whereas common communication strategies were proposed by the participants to promote their products. In the second session, children evaluated four products developed by the researchers based on children’s ideas. The products showed high overall liking scores (5.9 to 7.9) despite the inclusion of novel and healthy ingredients and the lower sugar content compared to similar commercial products available in the Uruguayan marketplace. These results show the potential of involving children in the co-creation of healthy dairy products. Considering the lack of published studies regarding the use of co-creation approaches with children in the food domain, the present work provides useful insights for the implementation of co-creation to develop innovative products with and for children.

Emergency Medical Services Communication Barriers and the Deaf American Sign Language User

Objective: We sought to identify current Emergency Medical Services (EMS) practitioner comfort levels and communication strategies when caring for the Deaf American Sign Language (ASL) user. Additionally, we created and evaluated the effect of an educational intervention and visual communication tool on EMS practitioner comfort levels and communication. Methods: This was a descriptive study assessing communication barriers at baseline and after the implementation of a novel educational intervention with cross-sectional surveys conducted at three time points (pre-, immediate-post, and three months post-intervention). Descriptive statistics characterized the study sample and we quantified responses from the baseline survey and both post-intervention surveys. Results: There were 148 EMS practitioners who responded to the baseline survey. The majority of participants (74%; 109/148) previously responded to a 9-1-1 call for a Deaf patient and 24% (35/148) reported previous training regarding the Deaf community. The majority felt that important details were lost during communication (83%; 90/109), reported that the Deaf patient appeared frustrated during an encounter (72%; 78/109), and felt that communication limited patient care (67%; 73/109). When interacting with a Deaf person, the most common communication strategies included written text (90%; 98/109), friend/family member (90%; 98/109), lip reading (55%; 60/109), and spoken English (50%; 55/109). Immediately after the training, most participants reported that the educational training expanded their knowledge of Deaf culture (93%; 126/135), communication strategies to use (93%; 125/135), and common pitfalls to avoid (96%; 129/135) when caring for Deaf patients. At 3 months, all participants (100%, 79/79) reported that the educational module was helpful. Some participants (19%, 15/79) also reported using the communication tool with other non-English speaking patients. Conclusions: The majority of EMS practitioners reported difficulty communicating with Deaf ASL users and acknowledged a sense of patient frustration. Nearly all participants felt the educational training was beneficial and clinically relevant; three months later, all participants found it to still be helpful. Additionally, the communication tool may be applicable to other populations that use English as a second language.

Opportunities in Transit Tourism: a Case Study of Hong Kong as a Transit Destination

ABSTRACT This study explores the opportunities for developing transit tourism by examining the reasons why transit passengers participate or not in such tourism while in-transiting. The findings suggest that transit passengers need to be made aware of the opportunities for transit tourism prior to arrival at the transit destination; and availability of customised airport transit tours at the transit destination should be ensured to facilitate transit. The study concludes that transit tourism is an opportunity missed; destination marketing organisations (DMOs), airport authorities, and airline operators should devise a common communication strategy to tap into this emerging but still under-developed transit passenger segment.

Flight tone characterisation of the South American malaria vector Anopheles darlingi (Diptera: Culicidae).

BACKGROUND Flight tones play important roles in mosquito reproduction. Several mosquito species utilise flight tones for mate localisation and attraction. Typically, the female wingbeat frequency (WBF) is lower than males, and stereotypic acoustic behaviors are instrumental for successful copulation. Mosquito WBFs are usually an important species characteristic, with female flight tones used as male attractants in surveillance traps for species identification. Anopheles darlingi is an important Latin American malaria vector, but we know little about its mating behaviors.OBJECTIVES We characterised An. darlingi WBFs and examined male acoustic responses to immobilised females.METHODS Tethered and free flying male and female An. darlingi were recorded individually to determine their WBF distributions. Male-female acoustic interactions were analysed using tethered females and free flying males.FINDINGS Contrary to most mosquito species, An. darlingi females are smaller than males. However, the male’s WBF is ~1.5 times higher than the females, a common ratio in species with larger females. When in proximity to a female, males displayed rapid frequency modulations that decreased upon genitalia engagement. Tethered females also modulated their frequency upon male approach, being distinct if the interaction ended in copulation or only contact.MAIN CONCLUSIONS This is the first report of An. darlingi flight acoustics, showing that its precopulatory acoustics are similar to other mosquitoes despite the uncommon male:female size ratio, suggesting that WBF ratios are common communication strategies rather than a physical constraint imposed by size.

Communication strategies in BELF: From users’ perception, corpus and textbook analysis to pedagogical implications

English as Business Lingua Franca (BELF) has become an important domain of study within ELF research, where strategic competence, in addition to business know-how and multicultural awareness (Louhiala-Salminen, Kankaanranta 2011), is extremely important due to the high-stakes nature of many business interactions. Meaning negotiation through Communication Strategies (CSs) has been shown to contribute to clarity and accuracy as well as to preventing and solving comprehension problems in both oral (Franceschi 2019) and digital (Brunner, Diemer 2019; Caleffi 2019; Ren 2018) interactions. BELF users’ own perceptions confirm the importance of an effective use of strategies in addition to knowledge of relevant business practices and of specialized register Franceschi forthcoming). However, their importance is not reflected in Business English coursebooks, where attention to CSs and their functions is scarce both in terms of raising awareness of the relevance of these strategies and of practicing their use in BELF communication (Franceschi 2018; Vettorel 2019). This paper combines reflection on the state-of-the-art of communication strategies in BELF, their presence – or lack thereof – in current teaching materials and the actions that may be undertaken in order to integrate CSs in Business English training. Exemplifications on how to foster reflection and implement guided and freer activities involving the use of common communication strategies, including clarification, multilingualism and paraphrasing/interpretative summary, are also provided.

Health Literacy Out Loud Podcasts: Audio Interviews About Health Literacy, Health Communication, and Health from Many Points of View.

This report introduces Health Literacy Out Loud (HLOL) podcasts, which have covered many aspects of health literacy, health communication, and health care from diverse perspectives since 2008. The report includes excerpts from select HLOL podcasts. Each includes a link to listen and learn more. Section two highlights health literacy pioneers including conversations with Len and Ceci Doak, Archie Willard, and Rima Rudd. Section three looks at two of the most common health communication strategies, the written and spoken word. Section four brings in other aspects of communication including cultural aspects of food and nutrition, disability, and health education in a remote South African village. Section five looks more generally at the production of HLOL podcasts.

Second Language Acquisition: The Case of Filipino Migrant Workers

Many Filipino migrant workers (overseas Filipino workers) in their status as adult learners struggle in learning the local language of their host countries to native-like proficiency level. With the aim of establishing a second language (L2) acquisition pattern that may be useful in designing responsive adult training and welfare programs, this study examines how these workers acquire their L2s and what factors influence their rate and success in L2 learning. Utilizing mixed methods research design with 15 overseas Filipino workers as samples who learned various local languages in 10 different host countries, this study reveals that immersion and actual use of the target language in authentic communicative situations can make language acquisition easier. Findings of this study also confirm that instrumental and integrative motivation coupled with strong target language (TL) community support can make L2 learning faster, while old age and non-necessity of the L2 at work can make the whole process slower. In terms of communication strategies, findings show that syntactic avoidance is the most common communication strategy used, followed by direct appeal to authority (native speakers) and use of gestures, facial expressions, and translation tools. As foreign workers, their motivational orientations in learning their L2 are for employment, cultural understanding, and cultural integration. Implications of these findings are discussed in relation to second language teaching among adult language learners and overseas workers.

Communicative Techniques Used by EFL Learners to Accomplish Strategic Proficiency

Effective communication is of paramount importance in all aspects of life. To achieve this, verbal and nonverbal techniques may be utilized. These techniques are called Communication Strategies (CSs). The primary objective of this study was to investigate the verbal and nonverbal communication strategies used by EFL (English Foreign Language) learners in the classroom to enhance their communication ability and to achieve strategic proficiency in their communication. It also explored which strategies are more effective or successful for accomplishing strategic proficiency in communication and for compensating the limited knowledge. Data came from two sources: questionnaires which were accomplished by the 20 student participants and 2 teacher participants and an observation administered by the researcher. The results showed that the most common communication strategies used are repetition and paraphrasing, while the less used strategies are literal translation and nonverbal strategies. The findings also confirmed that paraphrasing, repetition and replacing words are more effective than literal translation and nonverbal strategies. In addition, the correlation analysis revealed that the greater experience students have in learning English, the more strategies they use and the Pearson correlation approved that paraphrasing clearly correlated with years of learning English, r = .44, p = .05. Therefore, the communicative technique paraphrasing is used by the students who have greater experience in learning English confirming that using it is dependent on the years or the experience of learning the language.

Communicating about Mental Illness and Violence: Balancing Stigma and Increased Support for Services.

In the ongoing national policy debate about how to best address serious mental illness (SMI), a major controversy among mental health advocates is whether drawing public attention to an apparent link between SMI and violence, shown to elevate stigma, is the optimal strategy for increasing public support for investing in mental health services or whether nonstigmatizing messages can be equally effective. We conducted a randomized experiment to examine this question. Participants in a nationally representative online panel (N = 1,326) were randomized to a control arm or to read one of three brief narratives about SMI emphasizing violence, systemic barriers to treatment, or successful treatment and recovery. Narratives, or stories about individuals, are a common communication strategy used by policy makers, advocates, and the news media. Study results showed that narratives emphasizing violence or barriers to treatment were equally effective in increasing the public's willingness to pay additional taxes to improve the mental health system (55 percent and 52 percent, vs. 42 percent in the control arm). Only the narrative emphasizing the link between SMI and violence increased stigma. For mental health advocates dedicated to improving the public mental health system, these findings offer an alternative to stigmatizing messages linking mental illness and violence.

Communication strategy for English guides: tourism area in Lombok island

The popularity of Lombok in the tourism sector has been experienced by many foreign tourists. According to The West Nusa Tenggara Bureau of Statistic 2017, there are 1.404.328 people who have come to Lombok as foreign tourists, 10,3% of them used the Lombok Guide to arrange their trip. Based on the data, this research will discuss how communication strategies between Lombok tourist guides and English speaking tourists will be conducted. This research will focus on the common communication strategies that are being used by the guides. The source of this research will be the guides who work regularly at one of the travel agencies in Mataram city. The data will be collected from the recording of Lombok Guides and the English speaking tourists' conversations. This research reveals nine types of communication strategies such as message abandonment, topic avoidance, circumlocution, approximation, use all-purpose words, prefabricated, non-linguistic, stalling/time gaining, and over-elaboration. Finally, of the 63 total acts, the most common communication strategies or the dominant ones are message abandonment with a total of 15 acts about 23,8%, less dominant is an approximation with a total of 5 acts about 7,9% and the least dominant are over-elaboration with a total of 2 acts about 3,2%. In summary, the guides need to improve their skills and performance to tackle the problems that are present in the research.

Institutional Determinants of Higher Education Students' International Mobility within the Erasmus Programme Countries

One of the major EU policy objectives is to enhance the international mobility of students. The Leuven Communique published in 2009 set an objective of increasing the ratio of European Higher Education Area (EHEA) higher education graduates participating in a study or a training period abroad to at least 20% by 2020. However, currently the majority of European Union Member States perform significantly below the target in this respect. Also, since a low number of students are interested in mobility programmes, the funds of the Erasmus-type student mobility programs remain unused. This study focuses on highlighting the factors that represent barriers to student participation in mobility programs. After conducting a literature review on international student mobility and presenting major statistics describing outbound mobility, this study investigates factors related to institutional components of the higher education system that affect the international mobility of Erasmus young people. Among the explanatory factors related to Erasmus-type student mobility, cultural factors including Hofstede’s indulgence and uncertainty avoidance seem to have the greatest influence on student mobility intentions in Europe. The findings revealed that better planned Erasmus processes (pre-, during and postmobility activities such as departure, course choice, staying in a host country, etc.) and better communicated career opportunities and labour market values of the mobility could considerably contribute to an increase in the number of outbound students. One of the main lessons learned from the conducted analyses is that Europe’s rich cultural diversity needs to be considered in the course of promoting the Erasmus Programme in Europe. In addition to adopting common communication, promotion and direction strategies, programmes need to be elaborated that take national specificities into account.

Expressing and negotiating face in community pharmacist-patient interactions.

A collaborative patient-pharmacist interaction is fundamental to greater patient satisfaction with pharmacy care and improved medication adherence. Effective pharmacist-patient communication occurs when both pharmacist and patient are able to successfully attend to not only the typical tasks and goals of the interaction but also basic face needs that underlie all social interaction; autonomy, competence or esteem, and fellowship. Addressing face needs occurs through conventional and strategic communication strategies that respond to the emerging needs throughout an interaction. Pharmacist-patient interactions are not just about transfer of information and medications. Both parties assess the situation, the others' intentions within the context of their own goals and this influences how they choose to act throughout the interaction. Face-work Theory provides a framework to understand these interaction processes in pharmacist-patient communication. The aim of this study was to determine face needs, threats and the strategic communication strategies used to address these within community pharmacist-patient interactions. This exploratory descriptive study drew upon principles of ethology to first describe naturally occurring behaviour and then to interpret this behaviour within the context of Face-work theory. Twenty-five audio-recorded community pharmacist-patient interactions were collected and analyzed. The average length of these interactions was 3:67min with a range of 0.39s-9:35min. Multiple face needs for both pharmacist and patient were evident in most interactions. Autonomy, competence and fellowship face needs were negotiated in the following contexts: participative relationships, concordant role expectations, sensitive topics, and negotiating expertise and knowledge. Competence face needs for both parties were the most dominant need found in negotiating role expectations. The most common communication strategies used to support face were solidarity based strategies while indirect and depersonalized questions were commonly employed to mitigate face threat. Face-work Theory is a novel approach to understand processes and outcomes of patient-pharmacist interactions in community pharmacies. Linking speech acts with face needs and threats may help to elucidate how pharmacist-patient interactions achieve both task oriented and interpersonal goals.