5.4. THE CONCEPT OF FACE
Face saving, face giving, and face losing are all important concepts in dealing with intercultural conflict. To deal effectively with conflict, we must first understand "face" as it applies to various cultures. Ting-Toomey sees face as symbolic and as a claimed sense of self-respect in a relational situation. Face is universal because everyone would like to be respected and needs a sense of self-respect, but how we achieve, maintain, save, or honor one's face differs across cultures.
Face Saving. The meaning of face differs. In individualistic cultures, the concept of face is equated with saving one's own face (pride, reputation, credibility, and self-respect), while in collectivist cultures, it is more related to honor ...
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