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The Social Pragmatic Failures in Cross-cultural Communication1 IntroductionRecently, there is a wave of globalization due to factors including mass access to internet, globalization of industry, and expansion of educational exchanges and so on. New technologies, growth of the worlds population, and shift in the global economic area have all contributed to the increase in cross-cultural communication. Therefore, cross-cultural communication has become indispensable today. Language used by human beings is the most basic tool for communication, which plays a crucial role in the process of human historical development. We use words to persuade, to exchange ideas, to express views, to seek information, and to express feelings. We made cultural choices when we are using human language to communicate with other people. Culture shapes our ideas and plays a crucial role on influencing our way of using language. At the same time, language can also be considered as a window to the culture. They are closely connected with each other and can never be separated. Therefore, we should not only learn linguistic skills well but also know much knowledge about foreign cultures if we want to conquer a foreign language and become an effective communicator. But the fact is that many people didnt pay much attention to the cultural backgrounds and used words to communicate with others in an inappropriate way and inappropriate occasion. In this way, the social pragmatic failures often occur during the cross-cultural communication.Because of the fierce conflicts between the popularity of cross-cultural communication and the frequently happening communication barriers, the factors affecting communication are drawing much more attention from the researchers. In the past two decades, there has been an increasing interest in the study of pragmatic failures in cross-cultural communication. Cross-cultural social pragmatic failures have been an important area of pragmatics and cross-cultural communication studies. The social pragmatic failures are mainly caused by cultural differences and lack of awareness about this issue. Hence, we have to figure out some solutions to deal with it, such as strengthen cultural awareness, avoid negative stereotype and cultivate cross-cultural communication competence. Only in this way can we achieve a satisfied result from the intercultural communication2 Theoretical BackgroundsIn order to have a comprehensive understanding of social pragmatic failures during the inter-cultural communication, wed better learn some background information about culture. The knowledge about definition of culture, cross-cultural communication, and the social pragmatic failures and the relationship between language and culture are ought to be familiar to us.2.1 Definition of CultureThe word “culture” is a large and evasive concept, very complex and difficult to define. There are hundreds of definitions for culture. Here I present only two concepts which I favor most. The one is “A culture is a collection of beliefs, habits, living patterns, and behaviors which are held more or less in common by people who occupy particular geographic areas.” (D.Brown, 40) The other is explained in a more detailed way: “culture is mans medium; there is not one aspect of human life that is not touched and altered by culture. This means personality, how people express themselves (including shows of emotion), the way they think, how they move, how problems are solved, how their cities are planned and laid out, how transportation systems function and are organized, as well as how economic and government systems are put together and function.”（Edward T. Hall, 40）2.2 Definition of Cross-cultural CommunicationAs is known to all, the cross-cultural communication has become increasingly important for humans. The need for cross-cultural communication is as old as humankind. Weve discussed the definition of culture. Now, it is necessary to know something about the concepts of cross-cultural communication, which is the fist step to have a deeper understanding of social pragmatic failures. The cross-cultural communication (also frequently referred to as inter-cultural communication, which is also used in a different sense, though) is a field of study that looks at how people from different cultural backgrounds communicate, in similar or different ways among themselves, and how they endeavor to communicate across cultures.2.3 Relationship Between Language and CultureLanguage and culture are closely connected with each other and it is impossible to separate out use of language from our culture. As is known to all, language has been acting as a very important role in the process of human historical development. Just as the American poet Ralph Waldo Emersons simple sentence “language is the archives of history”. His declaration makes us realize that one of the major characteristics identifying us as humans is our ability to use language-to make sounds and marks serve as substitutes for things and feelings. In the past, people usually regarded language as simply a neutral medium, which did not influence the way people experienced the world. It was merely a vehicle by which ideas were presented, rather than a shaper of very substance of those ideas. This view had been denied by later linguists. The new point is that language and culture are closely linked with each other. Language is the reflection of culture and culture is a reflection of language.Culture influences language by way of symbols and rules as well as our perceptions of the universe. Each time we select words, form sentences, and send a message, either oral or written, we also make cultural choices. If we select language without being aware of the cultural implications, we may be at best not communicate well and at worst send the wrong message. At the same time, language is the most symbolic reflection of culture. Members of the culture have created the language to carry out all their cultural practices, to identify and organize all their cultural products, and to name the underlying cultural perspectives in all the various communities that comprise their culture. The words of language, its expressions, structures, sounds and scripts reflect the culture, just as the cultural products and practices reflect the language. Language, therefore, is perceived as window to the culture. In a word, it is impossible to separate language and culture apart.Hence, in our process of intercultural communication not only the linguistic usage of certain language should be emphasized but also how to use the language in the right time as well as the right occasion. If we failed to do this, communication barriers must occur, and social pragmatic failures are the most typical ones among those communication barriers.2.4 Cross-cultural Social Pragmatic FailuresThe term “pragmatic failure” was first used by British linguist Jenny Thomas in her paper “cross-cultural pragmatic failure” (1983), published in applied linguistics. It is to define the inability to understand what is meant by what said. Thomas divided pragmatic failure into two types, pragmatic-linguistic failure and social-pragmatic failure. Pragmatic-linguistic failure refers to the inability in interpreting the linguistic meaning by mistaken beliefs about pragmatic force of utterance. And social pragmatic failure refers to the expressive inappropriateness resulted from the misunderstanding or the ignorance of social or cultural differences. It falls into two main aspects: failure in culture and failure in social norms.Pragmatic-linguistic failure can be regarded as the part of the grammar and easy to overcome. Social pragmatic failure, however, involves the speakers knowledge of the language and system of belief which makes it more difficult to deal with. Pragmatic- linguistic failures may only make others think that you are “speaking badly”, but social pragmatic failure may probably leave others the impression of “behaving badly” and cause great embarrassment and misunderstandings during inter-cultural communication. Therefore, wed better try our best to avoid the social pragmatic failures and interact with people from different cultures as actively as possible. Only in this way can we achieve an effective communication result.3 Typical AnalysesBecause of the negative transfer of native culture to target culture, social pragmatic failures have become one of main factors lead to the communication barriers. Here I list six aspects of reflecting social pragmatic failures and the compares are presented between china and western countries.3.1 Form of AddressEvery country has its own way to address people. In the process of cross-cultural communication, we have to be cautious enough to choose the right form of address according to other peoples culture. Case (1) (A Chinese student greets his foreign teacher)Student: “Hello, Teacher Hedges.”Analyses: In china, its quite natural for students to call their teachers by combing the title of the profession and the first name. But in western countries, especially in American, “teacher” is just a profession but not a form of address. The right way to greet teachers is to add Mr/Mrs/Miss in front of ones family name, or call their name straightforwardly.Case (2) (A child in china met an American in a park and tried to speak to him courteously)A: Uncle, how do you do?B: Please call me John; Im not your uncle.Analyses: In China, children often call the elder people uncle or aunt for the sake of showing their great respect to them. But in western countries, the appellation of “uncle” can only be used by relatives. If they heard unfamiliar people call them “uncle” or “aunt”, they may feel embarrassed or uncomfortable.3.2 Value OrientationOne of the main factors causing social pragmatic failures is considered as the different belief orientations. And the differences reflected in peoples usage of language during the cross-cultural communication. Thats the reason why different people have different responses towards compliment and gratitude.3.2.1 Compliment ResponseCase (3) (A Chinese visiting scholar to American is praised by her American friend)American friend: Thats a lovely dress you have on.Chinese scholar: No, no, its just a very ordinary dress.Analyses: In traditional Chinese culture, being modest and prudent has been highly appreciated. People tend to depreciate themselves and put a higher value on other people. But in western countries, its quite natural for people to praise others, and its just a way of greeting. The different attitudes towards compliment response may certainly cause social pragmatic failures or communication barriers.3.2.2 Gratitude Response Case (4) (After a Chinese host accompanied a foreign businessman)Foreign businessman: Thank you for accompanying me.Chinese host: Dont mention it. Its my duty to do so.Analyses: Here, what the second speak