The "emergent crisis" is a frequent and important problem in contemporary society. The management of crisis, that is, efforts to prevent, control and resolve a crisis, is not only a political, economic or military matter, but also a language matter. In essence a social crisis largely arises from benefit; however, the direct expression of a conflict, in a relatively balanced situation, tends to be face (sensibilities) instead of benefits. In a political crisis material gain and loss and the multitude of a beneficial group may have a relation of numerator to denominator. Once the amount of gain or loss is determined, the larger the base of a beneficial group is, the less the loss that the public experiences is. The relationship between the gain or loss of face and a beneficial group is the one between multiplier and multiplicand. Once the gain or loss of face is determined, the larger the base of the multitude is, the larger the gain or loss that the public experiences is. In a sense a face matter is just a language matter. It means that the solution of every conflict can not be separated from its proper orientation and any orientation of a conflict can not be separated from language, that language action is the most economic of all actions dealing with a conflict, and that in order to acquire sufficient face the solution of any conflict can not be separated from an effective language description. The pragmatic issue in the management of crisis can be generalized into three W' s: Who, When, and What. As a result, we may have: (1) the principle of "preface", (2) the principle of speech right, (3) the principle of time, (4) the appropriately extremist principle, (5) the principle of clarity, and (6) the principle of difference.
国家社会科学基金学术期刊资助入选期刊