Indirectness and Face (`面子`): Chinese culture often favors indirect communication to maintain harmony and save face. Using “人家” to mean “I” is a perfect example of this. By referring to oneself in the third person, a speaker can soften a request, express a complaint, or show vulnerability without the directness and potential confrontation of using “我 (wǒ)”. It creates a subtle emotional buffer.
撒娇 (sājiāo) - The Art of “Acting Cute”: The use of “人家” for “I” is deeply connected to the concept of `撒娇 (sājiāo)`, which is a way of acting playfully cute, coquettish, or like a spoiled child to get what you want from a loved one. While a Westerner might say directly, “You hurt my feelings,” a person (typically a woman or child) in China might say, “人家好伤心 (rénjia hǎo shāngxīn)” - “I'm so sad,” which sounds much softer and more endearing.
Comparison with Western Culture: In English, referring to oneself in the third person (“Bob is not happy about this”) often sounds arrogant, strange, or is used for comedic effect (like Elmo from Sesame Street). In Chinese, using “人家” is a common and socially understood way to manage emotions and relationships in informal settings, especially with partners, family, or close friends. It's a tool for emotional expression, not an indicator of ego.