PRAGMATIC STRATEGIES IN MARKET NEGOTIATIONS: A STUDY OF IMPLICATURE AND POLITENESS AMONG TRADERS IN RURAL NIGERIA

Abstract

The present research explores the pragmatic strategies used in rural Nigerian markets, (Akparabong and Bendeghe Ekiem markets in Cross River State) focusing on implicature and politeness within buyer-seller negotiations. Using qualitative methods, including participant observation and interviews, the study reveals that traders frequently employ indirect speech and culturally sensitive politeness strategies to manage face, maintain social harmony, and achieve successful transactions. Findings demonstrate the significant role of context, shared knowledge, and cultural norms in shaping market discourse. Findings reveal that meaning in these informal settings depends strongly on mutual cultural understanding and the use of non-verbal signals and situational context rather than literal meanings. The study concludes that pragmatic competence in such settings reflects a dynamic interplay between language use and community values, with relevance to educational practices in language as well as communication across cultures. The study also concludes that effective communication in market discourse depends not only on linguistic competence but also on pragmatic awareness of context, intention, and social relationships.