The goal of this paper is to investigate the communication emotions used by internet users when facing a situation in whichwhen a needy person asks for food; and, as well as to explore socio-emotional discourse practices for constructing a cultural image of a giver and a receiver of help. The results are discussed in light of Arlie Russel Hochschild’s concept of the emotion management and feeling rules and Candance Clark’s concept of sympathy margin.
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