friendwords

Friendwords is a term used in discourse studies to describe a set of lexical items and phrases whose primary function is to signal friendliness and social closeness in interaction. They help establish rapport, reduce social distance, and frame dialogue as cooperative. The concept is discussed as part of broader work on affect, stance, and conversational style, and it is applicable across languages and communication platforms, including online chats and customer service interactions. The label “friendwords” is not universally standardized but is used descriptively to capture a cluster of affiliative language.

Origins and scope: The idea behind friendwords is related to but distinct from established categories like discourse markers, politeness strategies, or affective language. It is often used informally in discussions about how to make dialogue feel warmer or more approachable, including in the design of conversational agents and user interfaces. Because norms of friendliness vary by culture, context, and medium, the same words can function differently in different settings.

Typical features: Friendwords commonly include vocatives and terms of address (buddy, mate, pal), inclusive pronouns (we, you all), positive evaluators (great, wonderful), informal spellings or slang, diminutives or endearments, and polite or cooperative politeness strategies (please, thanks). In digital media, friendwords may be accompanied by emoji, humor, or upbeat punctuation to reinforce a friendly tone.

Usage considerations: Overuse or misalignment with context can come across as insincere or patronizing. Norms for formality, cultural expectations, and platform conventions influence whether friendwords are appropriate and effective.

See also: discourse marker, sociolinguistics, politeness theory, rapport, affective language.