Dr Rosina Marquez Reiter

Reader in Communication
MA in Applied Linguistics, St Mary's College, University of Surrey ; PhD in Linguistics, University of Sheffield
+44 (0)1483 682821
29 AC 05

Academic and research departments

Faculty of Arts and Social Sciences.


Areas of specialism

pragmatics, sociolinguistics, conversational interaction, Spanish linguistics

University roles and responsibilities

  • I'm Programme Director of the MA in Intercultural Communication with International Business and Communication
  • Chair of Postgraduate Board of Studies
  • I'm Programme Director of the MA in Communication and International Marketing

My qualifications

MA in Applied Linguistics
St Mary's University College, University of Surrey
PhD in Linguistics
University of Sheffield

Affiliations and memberships

International Pragmatics Association
-Member of the Scientific Consultation Board of the International Pragmatics Association and Associate Editor of Pragmatics
International Pragmatics Association
Academic reviewer for Consejo Nacional de Investigaciones Científicas y Técnicas CONICET, Argentina
Academic member of the Arts and Humanities Research Council (AHRC) Peer Review College
Academic reviewer for the Spanish Ministry of Science, Technology and Innovation (Agencia Nacional de Evaluación y Prospectiva, Secretaría General de Ciencia, Tecnología e Innovación)
Advisory Board member of a number of international journals (e.g. Journal of Politeness Research: Language, Behaviour, Culture; Complutense Journal of English Studies, International Journal of Language Studies, Journal of Language, Linguistics and Translation, International Arab Journal of English For Specific Purposes)
Co-editor of Spanish in Context (2010-now), Founding Editor and Editor-in-Chief (2004-2009)

Research projects

Research collaborations

My teaching


Postgraduate research supervision

Postgraduate research supervision

My publications


Marquez Reiter R (2009) How to get rid of a telemarking agent? Facework strategies in an intercultural service call, In: Bargiela-Chiappini F, Haugh M, Matsumoto YFRW (eds.), Face, Communication and Social Interaction 3 Equinox
Orthaber S, Marquez Reiter R (2011) ??Talk to the hand??. Complaints to a public transport company, Journal of Pragmatics 43 (15) pp. 3860-3876 Elsevier
This paper examines the construction of complaints in service calls to a Slovenian public
transport service company. The findings reveal that the construction of complaints unfolds
in a step by step manner over several turns. That the complaints are explicitly initiated in
the opening sections of the calls, when customers proffer the reason for the call, and before
customers? details are established, is indicative of their high priority. After the facts and
details of the complaints are discussed, the agent either offers, or does not offer, a solution;
and, at this point, the call is brought to a close. Face manifestations were observed
throughout the complaint sequences, as evidenced by the incidence of extreme case
formulations, negative observations, threats, insults and non-affiliation with the
complainant. The findings also suggest that the ways in which institutional agents
manage the complaints reflects company?s business practices affected by numerous
bureaucratic barriers.
Marquez Reiter R (2003) Pragmatic variation in Spanish: external request modifications in Uruguayan and Peninsular Spanish?, In: A Romance Perspective on Language Knowledge and Use. pp. 166-180 John Benjamins
Marquez Reiter R (2000) Linguistic Politeness in Britain and Uruguay, John Benjamins
Marquez Reiter R (2006) ?Interactional closeness in service calls to Montevidean carer service company?,, Research on Language and Social Interaction 39 (1) pp. 7-39
Marquez Reiter R (2003) Characteristics and functions of direct quotes in Hispanic fiction. A linguistic analysis, BULLETIN OF HISPANIC STUDIES 80 (2) pp. 261-262 LIVERPOOL UNIV PRESS
Marquez Reiter R (2002) Estrategias de cortesía en el español hablado en Montevideo. Lo cortés no quita lo valiente?., In: Actos de habla y cortesía en español pp. 89-106 Lincom
Marquez Reiter R, Fulcher G, Rainey I (2005) A comparative study of certainty and conventional indirectness: evidence from British English and Peninsular Spanish?, Applied Linguistics 26 (1) pp. 1-31
This is the first monograph to examine mediated business interaction in Spanish. It focuses on communication between native speakers of Spanish from different Spanish-speaking countries with a view to informing our understanding of intercultural communication in a contemporary business environment. Using elements of pragmatics with tools from conversation analysis, the book examines the various activities that telephone conversationalists engage in to supply and demand a service over the phone through the mediational means of Spanish by addressing the following questions: Do speakers of Spanish display similar communicative practices as those observed in other languages when requesting and being offered a service over the phone? Do specifically located activities such as the call openings and closings display similar coordination and ritualization as that observed in other languages? Does the language seen as a cultural tool reflect a different orientation towards such activities? What strategies do telephone agents and (prospective) clients employ to obtain a sale and either procure the best value for money or obviate it, respectively? And, what role does intercultural communication play in the construction of these practices?
Drawing on data from the Facebook page of a Slovenian public transport company, the case study examines customers? responses to the Company?s marketing status updates and the way they are responded to or not by the page moderator. Discussion of the case includes comment that complaints made by telephone, unlike those online, do not permit company agents to ignore them. The study examines the ways in which administrators respond to customers? comments and how customers react: and observes how open-comment platforms such as Facebook may allow expressions of public dissatisfaction to affect corporate strategy
Kadar & Marquez Reiter DR, Kadar and Marquez Reitte, Marquez Reiter (2015) (Im)politeness and (im)morality: Insights from intervention, Journal of Politeness Research: language, behavior, culture 11 (2) pp. 239-260 De Gruyter
In this study we offer a socio-pragmatic examination of instances of what is generally known in social psychology as ?bystander intervention,? i.e. the social action by which a bystander steps in and attempts to prevent a wrongdoer from abusing a victim. We explore the relationship between (im)politeness and participants? perceptions and understandings of moral principles as evidenced by their metacommunicative voicing. Our analysis concentrates on cases of bystander intervention in the US by analysing data drawn from a reality show. Bystander intervention is a noteworthy phenomenon to examine for, at least, two reasons. First, it is a type of aggressive social action as it poses an uninvited and open challenge to the wrongdoer in public. Second, bystander intervention challenges conventional behavioural norms. It aims to reinstate what the intervener regards as morally appropriate behaviour. This study aims to contribute to current research on (im)politeness by offering a yet unexplored dimension: that of the interface between metapragmatics, (im)politeness and (im)morality in the interactional arena of bystander intervention.
Marquez Reiter R (2000) A contrastive study of indirectness in Spanish: evidence from Peninsular Uruguayan Spanish?, Pragmatics 12 (2) pp. 135-151
Marquez Reiter Rosina (2010) A ella no le gusta que le digan María y a mí que me traten de tú. A window into Latin American diversity?, Sociolinguistic Studies 4 (2) pp. 371-412 Equinox Publishing
In this paper I explore sociolinguistic and pragmatic aspects of institutional discourse in a Spanish-speaking modern, mediated and regulated site of talk, namely a telephone conversation gathered at a call centre which had recently been set up in a South American financial hub. I focus on instances of interactional misfires in a service call between a Montevidean institutional agent and a Bogotano client by examining how they unfold, the possible reasons behind them and the implications for (mediated) communication in a globalized world.
Márquez-Reiter R, Placencia ME (2004) Current trends in the pragmatics of Spanish, John Benjamins Publishing Co
The essays in this collection represent both new theoretical and empirical research and as such they constitute a valuable contribution to the field of pragmatics in general and an essential reference to those researching the pragmatics of ...
Fulcher G, Marquez Reiter R (2003) Task difficulty in speaking tests?, Language Testing 20 (3) pp. 321-344
Marquez Reiter R (2005) ?Complaint calls to a caregiver service company: The case of desahogo?, Intercultural pragmatics 2 (4) pp. 481-513
Marquez Reiter R, Placencia ME (2005) Spanish Pragmatics, Palgrave
Marquez Reiter R (2015) Cortesia y descortesia, In: Gutierrez-Rexach J (eds.), Enciclopedia de Linguistica Hispanica
Marquez Reiter Rosina (2013) The dynamics of complaining in a Latin American for-profit commercial setting, Journal of Pragmatics 57 pp. 231-247 Elsevier
This paper examines the way in which telephone conversationalists launch, develop and revisit a complaint in a Latin American for-profit commercial service encounter over a long stretch of talk. It concentrates on some of the resources mobilised by the participants to construct the complaint with particular attention to the way in which forms of address and changes in footing are mobilised to seek affiliation and/or display misalignment and indicate face concerns. The findings reveal that the complaint is carefully initiated and made explicit as soon as it becomes clear that the other party does not align with it. The adversarial nature of the talk observed stems from the resistance showed to affiliate with each other and/or align with one another?s project. It is argued that the overtime development and elaboration of the complaint responds to the interpersonally delicate nature of activity, the ways in which the company conducts its business and to standing business practices in this part of the world.
Marquez Reiter Rosina (2013) Fabricated ignorance: The search for good value for money, Pragmatics 23 (4) pp. 661-684 John Benjamins Publishing
In this article I examine a negotiating strategy observed in more than half of the telephone calls made by clients to the Latin American call centre operation of a multinational company specialised in holiday time-shares by focusing on one call in which the practice was prevalent. Through this practice, which I have termed ?fabricated ignorance?, the caller shows an unawareness of how the system works in order to gain access to information, services, or benefits that he is not, in theory, entitled to. He does so, among other things, by formulating pre-sequences designed to address a gap in knowledge as a way of dealing with the possibility of his request being rejected. Essentially, the caller approaches the interaction displaying only partial knowledge of the system and manages the conversation in such a way that the agent will be induced to have a false notion of what is going on. I contend that service operationalization, which positions the (prospective) clients as information-disadvantaged relative to the agents and thus potentially leads them to pursue ways of counterbalancing such an imbalance, is one condition for the emergence of this practice. Fabricated ignorance is a (prospective) client?s way of sizing up opportunities. Sizing up entails a participant?s assessment of where the interaction is leading, an estimation of the extent to which is conducive to meeting the participant?s goals and the steps that might be needed to achieve them. One avenue for achieving this aim is judging the moment in the encounter when it might be potentially more convenient to make their move and to act out an uninformed stance.
Orthaber S, Marquez Reiter R (2014) THANKS FOR NOTHING? ? IMPOLITENESS IN SERVICE CALLS, In: Exploring impoliteness in specialized and generalized corpora: converging methodologies and analytic procedures Cambridge Scholars Publishing.
This chapter examines quotidian mediated service encounters where customers telephone a call centre to receive information on train services. In this context the general expectation is that the interlocutors will pay attention to each other?s face and avoid causing offence. This, in theory, should be one of the telephone agents? prerogatives in that, as frontline workers, they act as ambassadors.
In this chapter we will look at five interactional instances where, contrary to the expectations of good business relations, face becomes salient as a result of the jeopardising of the participants? goal achievement. In these episodes, a female agent attempts to get rid of the customers by withdrawing (Goodwin, 1981) at interactional junctures when the provision of information is typically offered. She does this displaying of disengagement within the ongoing state of talk through repetition, passivity, delayed responses, increased number of pauses and slowed down speech. The agent?s generally disaffiliative behaviour is also illustrated by assigning responsibility to third parties and, offering unreliable information which is later brought to light by the customer. The agent?s uncooperativeness is further shown by her rather slowed down speech delivered with somewhat flat intonation, displayed non-recipiency and general disaffiliation. We argue that these moves indicate impolite behaviour as evidenced by the caller?s reactions and that this behaviour responds to both internal and external contextual factors such as the type of company examined, the essential service it offers, the way in which its services are operationalized, the job characteristics of telephone agents and the agent?s interactional style.
Following a brief discussion of im/politeness and facework in customer service contexts we present the background and methodology of the study. We then focus on how face is manifested in the service calls selected for this study, focusing on the sequences in which impoliteness becomes observable. Finally, we turn our attention to the role that the broader communicative setting has for the interpretation of impoliteness before presenting our conclusions.
Marquez Reiter R (2015) IMPOLITENESS IN SERVICE CALLS, In: Exploring (im)politeness in specialized and generalized corpora
This chapter examines quotidian mediated service encounters where customers telephone a call centre to receive information on train services. In this context the general expectation is that the interlocutors will pay attention to each other?s face and avoid causing offence. This, in theory, should be one of the telephone agents? prerogatives in that, as frontline workers, they act as ambassadors.
Marquez Reiter R (2009) Politeness studies, In: The Handbook of Business Discourse 13 pp. 166-179 Edinburgh University Press
Marquez Reiter R (1997) Politeness phenomena in British English and Uruguayan Spanish: the case of requests?,, Miscelánea: A Journal of English and American Studies 18 pp. 159-167
Marquez Reiter R, Stewart M (2008) Interactions en site commercial à Montevideo et à Edimbourg (Royaume Uni): ?engagement? et « considération enver autri, In: Kerbrat-Orecchioni C, Traverso V (eds.), Les Interactions en site Commercial. Invariants et variants 9 pp. 277-302 ENS Editions
Marquez Reiter R, Placencia ME (2004) The pragmatics of Spanish beyond Spain, In: Marquez Reiter R, Placencia ME (eds.), Current Trends in the Pragmatics of Spanish pp. 15-30 John Benjamins
Márquez Reiter R, Placencia ME (2004) Displaying closeness and respectful distance in Montevidean and Quinteno service encounters, In: Marquez Reiter RAPME (eds.), Current Trends in the Pragmatics of Spanish pp. 121-155 John Benjamins
Marquez Reiter R (1997) Sensitising Spanish learners of English to cultural differences: the case of politeness?., In: The Cultural Context in Foreign Language Teaching. pp. 143-155 Peter Lang
Martin Rojo Luisa, Marquez Reiter Rosina (2010) Multilingual and transnational encounters in late modernity: linguistic practices and social processes?, Sociolinguistic Studies 4 (2) pp. 443-462 Equinox Publishing
This paper examines the essential role played by language in the provision of services to facilitate interchanges between persons of different origins in order to enable not just the performance of these activities, but also to make it possible for the participants, who may not share cultural assumptions or values, to (re)negotiate their relations and identities. This is precisely a key sector in the new economies, and the way in which linguistic resources are managed by the multinational firms and other institutions of the developed world is reminiscent of colonial times, particularly in Spain. Within this frame, this paper focuses on the linguistic practices in some of these newly created institutional spaces in the service sector, particularly in settings where Spanish has a role to play. The analysis of linguistic policies and interactions shows how, depending on whether they concern public/private service-providers, participants mobilise their linguistic resources to (re)construct different relations and meanings within these varying institutional settings. The paper also examines how multilingualism is managed in these institutional encounters. In this context, tensions between the reproduction of a monolingual ideology of ?one state ? one language? and the actual multilingual practices inevitably arise, making the unravelling of these new linguistic landscapes a challenge. It is the institutions, not the users, that decides how linguistic resources have to be managed, and several pieces of evidence of the lack of adaptation to user?s needs are supplied, which can be seen as part of an ethnocentric approach corresponding to the values of the host community. Such a sociolinguistic order shapes interaction and reinforces asymmetries. The analysis also shows the active involvement of social actors who can reproduce as well as challenge this sociolinguistic order.
Marquez Reiter Rosina, Martin Rojo Luisa (2010) Introduction: Service provision in a globalised world, Sociolinguistic Studies 4 (2) pp. 259-265 Equinox
This issue brings together a collection of essays on the most prevalent approaches to the analysis of linguistic practices in institutional contexts in the light of the social and communicative changes that have taken place in late modernity. The articles explore institutional discourse in public and private institutions with special attention to the provision of services in relatively new and developing multicultural contexts. From their different analytic perspectives and institutional environments, the analyses illustrate how communicative practices have been modified in order to adapt to the new ways in which capitals, production, management, the markets, the labour force, information and technology are organised in this global era via flows which cut across national borders.
Marquez Reiter R (1998) The teaching of ?politeness? in the language classroom, In: Perspectivas Pragmáticas en Lingüística Aplicada pp. 290-297 Anubar
This volume brings together scholars in sociolinguistics and the sociology of new media and mobile technologies who are working on different social and communicative aspects of the Latino diaspora. There is new interest in the ways in which migrants negotiate and renegotiate identities through their continued interactions with their own culture back home, in the host country, in similar diaspora elsewhere, and with the various "new" cultures of the receiving country. This collection focuses on two broad political and social contexts: the established Latino communities in urban settings in North America and newer Latin American communities in Europe and the Middle East. It explores the role of migration/diaspora in transforming linguistic practices, ideologies, and identities.
Marquez Reiter R (2008) Intra-cultural variation: Explanations in service calls to two Montevidean service providers., Journal of Politeness Research: language, behavior, culture 4 (1) pp. 1-29 Walter De Gruyter
This article offers an intra-cultural pragmatic analysis of some aspects of the interactional behaviour of Uruguayans (Montevideans) in non-emergency service calls to two telephone service centres. In both sets of calls customers telephone to confirm delivery of a service for which there has been some delay. In particular, this study investigates the strategies employed by service representatives to apologize for a perceived company's shortfall. The findings show similarities in the overall organization of both sets of calls as well as in the type of apologizing sub-strategy deployed. Service representatives in both companies coincided in choosing explanations as an expression of remedial work. Although explanations figured in both sets of calls, those given by the call-takers of one of the companies consisted of justifications for the service shortfall and contained explicit expressions of apology, while those of the other company comprised excuses and expressions of evasion of responsibility. The choice of apologizing sub-strategy is explained by the fact that the offence was regarded as non-severe and by the state of consumer rights in the country. The variation observed in the way the explanations were constructed is attributed to the different micro cultures of the companies.
Orthaber Sara, Marquez Reiter Rosina (2016) When routine calls for information become interpersonally sensitive, Pragmatics and Society 7 (4) pp. 638-663 John Benjamins Publishing
This paper examines interpersonally sensitive exchanges in two calls for information to the call centre of a public transport company. In order to provide relevant information and facilitate sequence progressivity, the agents need to go through specific steps. Although this is typical of institutional settings, customers may not necessarily be aware of them. The excerpts examined in this paper show how the customers? lack of knowledge of the institutional steps the agents have to go through to attend to their requests and customers? claims to product knowledge, coupled with the agents? labour intensive work at the call centre, provide fertile ground for the agents? verbal outbursts which are oriented to as interpersonally sensitive by the customers in so far as they are interpreted as inappropriate and potentially impolite. The analysis draws on the notion of face and incorporates a variety of concepts from pragmatics and Conversation Analysis.
Marquez-Reiter R, Ganchenko K, Charalambidou A (2016) Requests and counters in Russian traffic police officer-citizen encounters: face and identity implications, Pragmatics and Society 7 (4) pp. 512-539 John Benjamins Publishing
This paper analyses video recorded interactions between police officers and drivers in traffic stops in Russia. The interactions were recorded via cameras installed on the drivers? car dashboards, and subsequently uploaded to YouTube; a practice to which over one million Russian motorists have resorted to counterbalance perceived high levels of bribery and corruption (Griaznova 2007). The analysis focuses on responses to opening requests for identification in five different encounters. These show that the drivers repeatedly engage in potentially interpersonally sensitive activities in which the vulnerability of face, especially that of the police officer, is interactionally manifested by launching counter requests in return. The organisation of the request - counter request sequences highlights how face and identity related concerns are interwoven in the participants? attempts to contest each other?s authority.
Marquez Reiter Rosina (2017) Interviews as sites of ideological work, Spanish in Context 15 (1) pp. 54-76 John Benjamins Publishing
This paper maintains that the interview, understood as an interactionally achieved social practice, can be a locus for ideological work. It shows how a differentiated understanding of stance, alignment and the discourse identities that the participants assume and leave in interaction, can bring into focus aspects of ideology that would be difficult to capture otherwise. Specifically, the paper shows how mis- and realigning actions with respect to the stances conveyed by the interview participants relative to a given subject or from a given discourse identity can lead to the construction of ideology, encouraging (or not) movement along a given interview trajectory. The ideological work observed is contingent on how the participants locate themselves and others in the interview where tensions between legitimised linguistic views and discourse identity adoption, as well as contradictions with regard to other circulating discourses emerge. The paper thus suggests that (language ideological) analyses of interview data can and should be focused on the social dynamics of the participants and how their ideological presuppositions play out in the situated interaction of the interview.
Marquez Reiter R (2018) Navigating commercial constraints in a service call, In: Technology mediated service encounters John Benjamins Publishing
In this chapter I examine a call from a telephone agent to a client in which the former tries to obtain a sale irrespective of the client?s interest in the product and, the latter seizes this opportunity to obtain access to a product that she is not entitled to. A central aspect of the organization of the exchange examined is, on the one hand, that it is never clear if the client is ready to proceed with the depositing of one of the products, and, on the other hand, that the agent remains ambiguous as to the rights that depositing the product in question would give the client. In view of this, the chapter explores how the conversational participants avoid explicitly stating what each will do or indeed offer before they can determine what the other party will give in exchange. The chapter thus contributes to the literature on (mediated) service encounters by shedding empirical light on the conversational participants create and maintain ambiguity to pursue different commercial agendas.
Patiño-Santos A., Marquez Reiter R. (2018) Banal interculturalism. Latin Americans in Elephant & Castle, Language and Intercultural Communication 19 (3) pp. 227-241 Taylor & Francis
This paper discusses banal interculturalism as produced in an interview situation with migrants of Latin American background in London. Banal interculturalism emerges within discursive semiotic processes that allow the participants to display their (cultural) knowledge about co-ethnics and their practices, to position themselves in opposition to the ?others? within diaspora, and to justify their, typically negative, views towards other migrants. Sources of that knowledge can be experiential, though in most cases consist of hearsay evidence. This notion may assist intercultural communication scholars in understanding how intra-group relations are conceived and the consequences for migrants of the discourses they themselves spread within the wider group.
Marquez Reiter R., Orthaber S. (2018) Exploring the moral compass: denunciations in a Facebook carpool group, Internet Pragmatics 1 (2) pp. 241-270 John Benjamins
With the advent of the internet and social media, car and vanpooling have become easily available alternatives to public transport in many parts of the world. This paper draws on publicly available data from a Facebook car and vanpooling group used by Slovenian cross-border commuters to make their journeys to and from Austria more economically sustainable. It examines public displays of moral indignation following allegations of malpractice by relatively new members whose whole purpose in joining the group was to earn a living from driving vans across borders. Vanpool users collaboratively denounce van service providers for transgressing some of the social responsibilities that ought to bind members of the group together and for their lack of accountability. The accusations which entail exaggerations, complaints, insults and threats, among other hostile verbal attacks, convey moral indignation and are similarly resisted and challenged by the drivers. They offer a window into conflicting behavioural expectations at a time of socioeconomic change and transition. The alleged lack of service van providers? accountability which, in turn, informs the van users? displays of moral indignation is indicative of the moral relativism that emerges as a result of the relocalisation and transforming nature of a contemporary global practice at a time when changes in social life are underway. The primacy of the economic return that vanpooling provides van service providers and cross-commuters with is oriented to by the former as outstripping typical social responsibilities related to the provision of the regulated services, and by the latter, as morally unjustifiable despite acknowledging its economic value.
Marquez Reiter R., Patiño-Santos A. (2017) The discursive construction of moral agents among Spanish-speaking Latin American retailers in Elephant & Castle, Tilburg Papers in Cultural Studies (194) Tilburg University
This article examines the migratory experiences and the perceptions of community reported
in interviews with two successful Spanish-speaking Latin American retailers based in
Elephant and Castle (Southwark, London) in light of the regeneration of the area and the
displacement of many of the principally Latin American small businesses and local residents
A general discourse analysis of how they construct themselves as moral migrant agents
relative to their co-ethnics at such a critical moment highlights that one of the norms on
which this community appears to be based holds that the best action is one that maximizes
personal gain, and that community relations are primarily forged by the personally beneficial
consequences of members? actions towards themselves and one another.
Although the interviewees migrated for primarily economic reasons and the area
revitalization is likely to be financially beneficial to them, at least in the short-term, the
socioeconomic threats faced by many of its members would, in theory, act as a catalyst for
community solidification. Instead, a picture of a fragmented community emerges.
The article contributes to our understanding of a relatively unexplored ethnic community
within the diversity of London by reporting one-sided perceptions of the norms on which it is
Marquez Reiter R., Martín Rojo L. (2019) Introduction: Language and speakerhood in migratory contexts, International Journal of the Sociology of Language (257) De Gruyter
This special issue brings together a collection of case studies that examine the making of speakerhood as experienced by migrants in Spain and Portugal. It focuses on moments in the life course of speakers as they navigate across transnational contexts where they face various linguistic demands. This involves being confronted with the norms, requirements and the values that define who is considered to be a speaker of the ?language? or ?languages? of the receiving community and being assessed in accordance with a given measure, that is, a canon of speakerhood in a particular community. The findings reveal the complexity of linguistic appropriation and the fundamental inclusive and exclusive nature of the making of a speaker in a world characterized by ambivalent historicities and uncertain investment outcome. The special issue allows to critically question notions such as nativeness and new speakerness through a theoretical and political engagement with speakerhood, and to interrogate what it means for whom to navigate linguistically and socially in receiving societies where personhood remains solidly attached to speakerhood.
Martín Rojo L., Marquez Reiter R. (2019) Language surveillance: pressure to follow local models of speakerhood among Latinx students in Madrid, International Journal of the Sociology of Language (257) De Gruyter
In this article, we examine the language surveillance ? both self and externally imposed ? experienced by Madrid university students of Latin American origin in their encounters with the local population in educational settings. A pattern of language surveillance emerges in the interviews held with these students. It consists of hierarchical observation, normalising judgment and interrogation. These three reported practices are related to the following linguistic and non-linguistic resources that make surveillance possible, namely a) indexicality, especially with regard to phonological distinctions that index speakers as ?local? vs. ?non-local? or ?native? vs. ?non-native?; b) the invoking of disciplinary and prescriptive linguistic knowledge, together with the application of a colonial episteme whereby the metropolitan norm prevails, thus denying non-metropolitan speakers their right to language ownership; and, c) the management of power within interactions. By these means, varieties and speakers of Spanish are hierarchised and those that differ from locals are positioned as subaltern others. Language surveillance is a disciplinary power technique that prompts speakers to adapt to the centripetal force exerted by the reproduction of this knowledge. Finally, the paper examines the extent to which this stylistic move to adapt, could be considered an example of ?muda? given that these shifts are situational and relational and attend to the different social demands of the communicative settings where the practice is observed.
Marquez Reiter, Rosina (2016) (Co-)Constructing Interpersonally Sensitive Activities Across Institutional Settings, 7 (4) John Benjamins Publishing Company
Marquez Reiter, Rosina (2018) The Pragmatics of Sensitive Activities in Institutional Discourse, 96 John Benjamins Publishing Company

This volume examines the way participants orient to aspects of their interactions with others as interpersonally sensitive across an array of languages and contemporary institutional settings. The individual chapters address interactional episodes where the participants signal that elements of the exchanges they are engaged in are problematic in terms of the vulnerability of their own and/or each other?s face and the role-identities assumed throughout the interactions.

The volume contributors examine a range of activities. In some of these, an orientation to interpersonal sensitivity is expected, such as citizens? encounters with traffic police officers, negotiations with a line manager, political news interviews, or public inquiries. Other types of activity, such as service calls or guided tours, involve no such expectations in and of themselves. In some cases, the situated vulnerabilities studied here, whether expected or not, lead to deviation from the expected trajectory of the communicative event, with implications for goal achievement.

The collection of papers draws on diverse analytic perspectives. These include interactional discourse analysis, interactional linguistics, and conversation analysis. The diversity of languages and institutional environments examined will be of interest to students and scholars with an interest in face-to-face interaction and serve to stimulate debate in the field of pragmatics and beyond.

Marquez Reiter, Rosina (2014) A Sociolinguistics of Diaspora: Latino Practices, Identities and Ideologies, Taylor & Francis (Routledge)
This volume brings together scholars in sociolinguistics and the sociology of new media and mobile technologies who are working on different social and communicative aspects of the Latino diaspora. There is new interest in the ways in which migrants negotiate and renegotiate identities through their continued interactions with their own culture back home, in the host country, in similar diaspora elsewhere, and with the various "new" cultures of the receiving country. This collection focuses on two broad political and social contexts: the established Latino communities in urban settings in North America and newer Latin American communities in Europe and the Middle East. It explores the role of migration/diaspora in transforming linguistic practices, ideologies, and identities.
Marquez Reiter R. (2019) Navigating commercial constraints in a Spanish service call, In: Conejos Biltvich Garcés, Hernández López P. (eds.), Mediated Service Encounters John Benjamins Publishing Company
Marquez Reiter Rosina, Bou-Franch Patricia (2017) (Im)politeness in Service Encounters, In: Culpeper Jonathan, Haugh Michael, Kádár Dániel Z. (eds.), The Palgrave Handbook of Linguistic (Im)politeness pp. 661-687 Palgrave Macmillan UK
This chapter examines sociopragmatic research on commercial service encounters. It offers a précis of the studies that have utilised service encounters as a vehicle to examine (Im)politeness manifestations. It addresses the methodological advantages of the service encounter as a relatively formalised interactional site in which sociability and efficiency are managed, hence as a locus for the emergence of (Im)politeness orientations. The chapter traces the evolution of (Im)politeness research and discusses the complexities of capturing (Im)politeness practices in transformation: from face-to-face and telephone-mediated encounters to newer communicative arenas resulting from technological advances such as online websites. In so doing, it discusses the analytic challenges involved in understanding (Im)politeness across a multiplicity of prior and current interactions with other parties alongside the exchange with service provider.
Marquez Reiter R., Martín Rojo L. (2014) The dynamics of (im)mobility: (in)transient capitals and linguistic ideologies among Latin American migrants in London and Madrid, In: Marquez Reiter R., Martín Rojo L. (eds.), A Sociolinguistics of Diaspora: Latino Practices, Identities and Ideologies pp. 83-101 Routledge
Marquez Reiter, Rosina (2010) Service provision in a globalised world, 4 (2) Equinox Publishing
Márquez Reiter Rosina, Luke Kang-Kwong (2010) Telephone conversation openings across languages, cultures and settings, In: Pragmatics across languages and cultures (7) pp. 103-138 De Gruyter Mouton
The organization of telephone conversation has received much scholarly attention since Schegloff?s pioneering work in the 1960s and 1970s (Schegloff 1968, 1979). There are several reasons why researchers have been fascinated by telephone conversations in spite of their ?apparently perfunctory character? (Schegloff 1986: 113). First, telephone calls are arguably the second most important site of speech interaction after face-to-face conversation. For tens of thousands of years face-to-face conversation was the only mode of speech interaction that humans had for communication. However, with the invention of the telephone in 1876 and its subsequent popularization, a new mode of communication was born. In today?s rapidly shrinking world of telecommunications, many people, particularly in the urban areas, are spending as much, if not more, time on telephone conversation than face-to-face interaction. Telephone conversation has thus gained a special status for students of language and social interaction. Second, for those interested in naturally occurring talk, the telephone offers a source of good quality data, unlike face-to-face conversations which often come with noise and other disturbances and complications. It is true that telephone calls are subject to a much more restrictive set of ?ecological constraints? than face-to-face conversations; for example, participants have no access to visual cues such as facial expressions and gestures. However, this turns out to be both a limitation and an advantage. From the analyst?s point of view, one of the attractions of telephone conversational data lies precisely in its absence of visual information. With telephone data, ?what you hear is what you get?, which means that the same amount of speech information available to the participants is also available to the analyst. This contrasts significantly with recordings of face-to-face talk, where the analyst may not have access to visual cues, unless he also has a video recording. Yet another reason for the appeal of telephone conversations -- perhaps the most attractive one for many -- is the possibility of cross-linguistic and cross-cultural generalisations. As a type of speech event, telephone conversations the world over can in principle be defined and delimited by a set of organizational tasks, including such elements as making contact, establishing identity, exchanging preliminaries, presenting reason-for-call, managing topics, moving into closing, terminating calls, etc. With reference to these parameters researchers can chart variations in how these organizational tasks are handled in different linguistic, social and cultural settings. Thus, it has been suggested that ?when it comes to making comparisons across linguistic and cultural settings, telephone conversations provide us with as close a situation as we could get to controlled experimental conditions.? (Luke and Pavlidou 2002: 6)
Orthaber Sara, Márquez Reiter Rosina (2015) 'Thanks for nothing': Impoliteness in service calls, In: Ruhi ^ükriye, Aksan Ye_im (eds.), Exploring (Im)politeness in Specialized and General Corpora: Converging Methodologies and Analytic Procedures Cambridge Scholars Publishing
Calls for service are typically mundane mediated encounters between a call agent and a customer. They are generally routinized as evidenced by the way in which the participants engage in the same tasks in much the same way. In cases such as these, face does not tend to become interactionally salient. The main assumption in primarily transactional encounters is that participants will co-operate in pursuit of their interactional objective, provided that the participants share the same interactional project (e.g. asking for and receiving information). In this customer-oriented context, the extent of co-operative involvement is typically demonstrated through the mutual coordination of topic direction, frequent positive feedback, e.g. continuers (Schegloff 2007), as well as repair when things go wrong and when absence of intersubjectivity may jeopardise the achievement of the interactional project. In addition, the extent of co-operative involvement also depends on agent?s personal interactional style in handling service calls.
This paper analyses the saliency of face in three instances of interactional trouble drawn from a corpus of over 29 hours of calls to a public utility. Drawing on Goffman (1967) and on some techniques from conversation analysis, it examines different interactional sequences in which a female call agent attempts to get rid of the customers as illustrated by the way in which she withdraws (Duranti, 1992) at interactional junctures when the provision of information is typically offered, how she assigns responsibility to third parties and positions herself as subordinate to the institution, offers unreliable information which is then brought to light in the call. This is further modulated by the agent?s tedious monotone displaying disaffiliation and non-recipiency. The paper argues that these moves help to index impoliteness and this is partly attributed to larger socioeconomic factors relating to the type of company examined and the essential service it offers.
Marquez Reiter R., Frohlich D. (2019) A pragmatics of intimacy, In: Xie Chaoqun, Yus F., Haberland H. (eds.), Internet pragmatics. Theory and Practice. John Benjamins Publishing Company
Márquez-Reiter Rosina, Orthaber Sara, Kádár Dániel Z. (2015) Disattending Customer Dissatisfaction on Facebook: A Case Study of a Slovenian Public Transport Company, In: Christopher Elizabeth (eds.), International Management and Intercultural Communication pp. 108-126 Palgrave Macmillan UK
In an increasingly mobile and social world, the marketing battle is going digital. A good example was advertising for the 2014 Brazil World Cup.1 Traditional media sectors, including TV and radio, enjoyed their usual advertising revenue but the real winners, in terms of direction of marketing resources and effort, were social media such as Twitter, You Tube and Facebook.
Marquez Reiter Rosina, Haugh Michael (2019) Denunciation, blame and the moral turn in public life, Discourse, Context & Media 28 pp. 35-43 Elsevier
Public denunciations involve ritual destruction of the moral standing of the target. They are intimately related to the assigning of blame and to the alleged perpetrator?s concomitant denial of wrongdoing. While public denunciations are not a new phenomenon, what has arguably changed in recent years is the loosening of strictures on publicly denouncing immoral behavior, even when (alleged) moral transgressions happen within the remit of traditionally conceived intimate or private relationships, and the broadening of what counts as a public figure. The aim of this paper is to interrogate this moral turn in public life by examining how public denunciations are accomplished in broadcast talk, and the role they play in co-constructing and reaffirming perceived common moral ground. We conclude that while moral criticisms, such as accusing, blaming, denouncing, reproaching, and so on, are evidently oriented as sensitive actions in the public sphere, it appears that constraints on publicly denouncing immoral behavior are on the wane.
This study aims to discursively examine the ways in which Thai and non-Thai participants manage face concerns in articulating and responding to interpersonally-sensitive activities, i.e. disagreements, rejections and refusals, in Thai service encounter contexts. Data included audio- and video-recordings and field-notes from naturally-occurring interactions between Thai agents and (non-)Thai customers in two hotels, a travel agency and a tourist information centre in Thailand. A fine-grained analysis of Thai service encounters revealed that the Thai and non-Thai customers preferred implicitness to explicitness in rejecting the suggested product, in order to avoid confrontation and maintain face. Their non-confrontation, through implicitness, indicated that the participants did not take into account the unequal status between agents and customers. This behaviour, which was signaled through nonverbally and prosodically dispreferred responses, e.g. silence and hesitators, was viewed by the interactants as politic behaviour. The Thai agents also showed implicitness by withholding (dis)agreements with the customers; this implicitness is linked with face concerns and commercial goal orientedness. However, the Thai agents occasionally formulated explicit disagreements without any mitigating strategies, when they wanted to ensure that the non-Thai customers understood their meanings clearly. Explicitness also occurred when they wanted to encourage the customers to buy the product at full price. Nonetheless, there was insufficient evidence to show that the agents? explicitness was interpreted as non-politic behaviour by the non-Thai customers. This study contributes to the sparse discursive examination of verbal and nonverbal behaviour in authentic Thai institutional interactions and provides a rare insight to changes in social hierarchy and status in Thai culture.

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