On apologizing in the modern Danish language and culture
DOI:
https://doi.org/10.33910/2686-830X-2021-3-1-6-17Keywords:
apologies, Danish language, Danish culture, politeness, speech etiquette, linguocultural studiesAbstract
The article examines the communicative phenomenon of apologizing in the context of the Danish culture as revealed in contemporary Danish serials, novels and the corpus of the Danish language. The Danish communication style, which derives from such cultural values as equality, naturalness, downrightness, and the craving for hygge unhampered by discord, affects the use of different forms of apologizing in various instances of communication. Undskyld, the most frequent apology formula, is taken as the most sincere acknowledgment of one’s fault, and occurs in metalanguage apologies, conventional and true apologies. Another frequent formula, jeg er ked af, carries not only an apology but also a compassion. Phrases jeg er ked af, jeg beklager often occurring in official parlance, written communication and public apologies testify to the urge to shun a moment of awkwardness, while shedding responsibility for misconduct. The adverb virkelig ’really’, as well as the use of the modal må, which adds insistency to the apology, act as major intensificators in apologies. The article analyzes public apologies made by prime-ministers on behalf of the State, as well as those made by representatives of the Danske Bank and statesmen. Of paramount importance in public apologies made on behalf of the State is the type of communication (mass, public, group) as well as political aims which determine communicative strategies. Public apologies made by well-known persons and organizations are largely aimed to win the public trust and to restore the lost prestige.
References
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