London: Lexington Books, 2017, 222 pp., illus., us$ 85 (hb); us$ 80 (ebook).Hsin-I Yueh offers us the most complete and thorough analysis to date of sajiao in Taiwan. Previous research has analysed sajiao in interpersonal communication, mainly as an essential asset for women to play cute. By offering a holistic view of what sajiao means, this book is a significant addition to scholarship. Throughout the book, Yueh analyses this speech act as a part of Taiwanese identity and as representative of Taiwan culture, therefore she argues that Taiwan is an island of sajiao: ‘(s)ajiao as a verb, an action, and a concept, summarizes the spirit, the atmosphere, and the culture in current Taiwanese society’ (p. 3). Drawing on participant observation, interviews, and media analysis, the book presents its argument through six chapters.What is sajiao? It can be translated literally as ‘to let go one’s feminine prettiness’, but simply expressed sajiao is a set of communicative acts that express the vulnerability and helplessness of the performer through imitating a child’s immature behaviour. Sajiao is a request for attention or material goods, and sajiao can be understood as a practice performed by the weak within an imbalanced power relationship with the
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