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Face Negotiation Theory continues in the tradition of earlier
theories regarding the differences between Western and Eastern societies.
Accordingly, those in the West - Individualists - generally interact
in such a way as to save face; whereas those in the East - Collectivists
- tend to give face to others. 
Facework refers to "specific verbal and nonverbal messages that help
to maintain and restore face loss, and to uphold and honor face gain"(Griffin,
435). The different cultural face concerns create problems
in intercultural exchanges, yet it is also important to recognize that
for some individuals their personal "self-construal"
(or self-image) may differ from the stereotypical cultural I/C.
In other words, beware of judging someone's communication style
on the basis of their cultural background alone. Both factors
- Cultural I/C & Self-Construal - come into play as we approach situations
in which our interests or goals do not match those of another. Study
the chart below to understand the differences and to analyze your personal
level of attraction to one style over the other or take Gudykunst's
22 item self-construal instrument. (A
person will usually consider their own style the more personally important
dimension.)
|
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Western Individualism
&
Independent Self-Construal |
|
Eastern
Collectivism
&
Interdependent Self-Construal |
| Basic
Characteristics or Conceptual Elements |
- "I" Identity
- Self defined according to internal abilities, feelings,
& thoughts
- Being unique & expressing the self
- Personal goals and realizing internal attributes ahead
of group goals
- Pursuit of personally rewarding activities
- Presumably 1/3 of World-U.S., Britain,
Germany, etc.
|
- "We" Identity
- Self defined according to roles, status & relationships
- family, work, society
- Belonging & fitting in
- Occupying one's proper place & engaging in appropriate
interaction before personal goals
- Duty to and self sacrifice for the group
- Presumably 2/3 of World-Japan, China, Korea,
etc.
|
|
Saving-Face/Face-Restoration/Self-Face
- Repair damage & re-assert self
- Justify actions or blame situation
- Not too concerned for the other
- Outcome-oriented conversation
- Task outcomes in groups
- Low-context communication style
|
Face-Giving/Self-Effacing/Other-Face
- Avoid potential face threat
- Apologize & take blame
- Do not embarrass or humiliate others
- Other-oriented conversation
- Relational outcomes in groups
- High-context communication style
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Interestingly, in Ting-Toomey's revised Face Negotiation Theory,
she argues for four self-construal types: Biconstruals, Interdependents,
Independents, and Ambivalents. Other researchers argue for four dimensions:
high/low independent self and high/low interdependent self (Ting-Toomey
& Kurogi, Facework, 197-198). |
