Libelous per se. A publication is libelous per se when the words are of such a character that an action may be brought upon them without the necessity of showing any special damage, the imputation being such that the law will presume that any one so slandered must have suffered damage. Robinson v. Nationwide Ins. Co., 273 N.C. 391, 159 S.E.2d 896, 898. To render words "libelous per se," the words must be of such character that a presumption of law will arise therefrom that the plaintiff has been degraded in the estimation of his friends or of the public or has suffered some other loss either in his property, character, reputation, or business or in his domestic or social relations. When a publication is "libelous per se", that is, defamatory on its face, it is actionable per se; i.e. one need not prove that he received any injury as a result of the publication in order to recover damages, and in such a case general damages for loss of personal or business reputation are recoverable and no averments or proof of special damages are necessary. Rosenbloom v. Metromedia, Inc., D.C.Pa., 289 F.Supp. 737, 743. Compare Actionable per se.