Telling the world how skilful you are: Self-praise strategies on LinkedIn

Abstract

Self-praise has traditionally been interpreted as a potentially face threatening act, which infringes the ‘Modesty Maxim’ proposed by Leech. Certain discourse genres, however, like application letters, job interviews or the LinkedIn summaries which are the research object of this article serve, by definition, to promote the professional as skilful. Hence, the question arises to what extent these discourse genres take into account the (potentially) risky nature of self-praise. On the basis of a corpus of some 90 French and US LinkedIn summaries, this article shows, on one hand, that besides asserting explicitly which competent identity and skills one has, LinkedIn-members use a whole array of more or less subtle indirect strategies to express skilfulness, including strategies pertaining to the area of reported speech. On the other hand, the analysis reveals that downgrading devices are hardly attested, contrary to upgrading modifiers, which also exhibit a remarkable variation.