
A study of 115 Korean and Spanish speakers reveals how guilt, shame, and social power affect apologies in first and second languages. The findings have implications for intercultural business communication.
A study of 115 Korean and Spanish speakers found that the way people apologise, and the emotions of guilt and shame they feel, shift depending on their native language, the social power of the person they are addressing, and the cultural norms they carry.
Participants completed an online questionnaire with twelve university-related situations that required an apology, such as missing a tutoring session, losing a borrowed book, or interrupting another student. The scenarios varied by social power and social distance. Some involved apologising to a close classmate, others to a professor or someone in a higher position of authority.
After each apology, participants rated how much guilt and shame they would feel on 10-point scales. They were asked to respond as they would in a real-life situation. The researchers then identified and analysed nearly 3,000 apology strategies across the dataset, including direct apologies, self-blame, explanations, and offers of repair.
Guilt and shame are often used interchangeably but work differently. Guilt says: I did something wrong. Shame says: There is something wrong with me. That difference matters. Guilt often pushes people to repair the damage by apologising, taking responsibility, or making amends. Shame can have the opposite effect, leading people to withdraw, avoid the situation, or stay silent.
Culture plays a role. Guilt tends to be more strongly emphasised in individualistic cultural contexts, such as some Western societies. In more collective cultural contexts, such as East Asian societies, group harmony and social evaluation are especially important, meaning shame can carry greater social weight. Both guilt and shame can arise when people feel they have crossed a social line, which makes them central to the act of apologising.
Korean and Spanish speakers did not apologise in the same way. Korean speakers often took responsibility directly, using expressions like "it was my fault" and, at times, strongly self-critical language. Spanish speakers were more likely to soften responsibility. They often explained what happened, stressed that the offence was unintentional, or used impersonal phrases such as "se me olvidó", which roughly translates to "it slipped my mind".
This does not imply that one group was more sincere or more apologetic than the other. It shows that cultures repair social relationships differently. In Spanish, this happens through explanation and negotiation. In Korean, it is often done through a clearer acknowledgement of fault, especially when social power is involved.
Speaking a second language can sometimes create emotional distance. Words learned later in life, often in classrooms rather than at home, may feel less emotionally charged than those learned in childhood. The findings complicate that idea. Participants did not generally feel less guilt or shame in their second language. They were able to experience strong moral emotions in both languages.
The difference appeared when social power entered the picture. When apologising to someone of higher status, such as a professor, participants expressed guilt and shame more strongly in their first language. This suggests that the emotional weight of authority, responsibility, and social norms may be more deeply rooted in the language people grew up with.
Learning a language is not just about grammar and vocabulary. It is also about knowing how to manage emotions, acknowledge responsibility, and maintain positive social relationships. A learner may know how to say "I'm sorry", but may not know how that apology will come across in another culture, whether it sounds too distant, too formal, or not sincere enough.
In international workplaces, universities and online spaces, people often need to apologise. However, what sounds sincere and responsible in their first language may sound cold, exaggerated, or evasive in a different language. Understanding how emotions like guilt and shame are expressed across cultures can help reduce misunderstandings in intercultural communication, especially in contexts influenced by authority and social expectations.
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