“…The theory quickly caught on and inspired a plenty of politeness research in the CONTACT Iftikhar Ahmad Khokhar at diligentiftikhar@gmail.com upcoming years but several of its claims could not be tested against the accumulated data over the years (Huang, 2017;Márquez-Reiter, 2000;Mills, 2011;Van Olmen, 2017). The invariable sociolinguistic factors did not prove to be universal, as this theory had suggested, and its second-order, observer-oriented, 'etic' approach significantly differed from the first-order, participant-generated, 'emic' perspective (Armaşu, 2012;Lakoff & Ide, 2005;Mills, 2011;Van Olmen, 2017). Several other alternative theoretical accounts of politeness and impoliteness have been proposed since then, the most influential of whom are the discursive (or postmodern) model, the frame-based model and the rapport management model (Armaşu, 2012;Haugh, 2007;Huang, 2017;Mills, 2011;Van Olmen, 2017).…”