Face-negotiation theory was developed by Stella Ting-Toomey to provide a link between culture (individualism versus collectivism), conflict styles, and face-work behaviours using the concept of face. Conflict resolution is a tricky task alone, without the added difficulty of cross-cultural differences. Face theory can be useful in understanding how to resolve conflict between people from different cultural backgrounds.
What is face?
Face can be defined as a 'claimed sense of favorable social self-worth that a person wants others to have of him or her'. In other words, face is what a person believes is important within their culture in order to enhance their own reputation and respect.
Individualist and Collectivist Cultures
Patterns of social behaviour can be explained by two constructs: individualism and collectivism. Western cultures are known as 'individualistic', as people tend to be primarily concerned with their own interests. Ting-Toomey calls this 'self face'. Eastern cultures are known as 'collectivistic', as people tend to be more accommodating and desire to create harmony within the social environment in which they live. This is called 'other face'.
Conflict Styles
As Western cultures are more open and direct, people tend to want to confront conflict. Westerners prefer to use self-oriented, face-saving conflict styles, such as dominating or directly approaching the other person. Eastern cultures prefer to use other-oriented face-saving styles such as avoidance and obliging behaviours, in order to maintain relational harmony. Easterners will attempt to maintain interpersonal relationships by using conflict avoidance tactics.
Example of Face-Negotiation Theory
A conflict has occured between a person of Western cultural background (individualist) and a person from an Eastern cultural background (collectivist). The person from the western culture directly confronts the other person, using direct eye contact and expecting a quick response. However the person from the Eastern culture may find this approach disrespectful and inconsiderate. The Easterner would prefer to have addressed the conflict by excusing the other persons behaviour in an attempt to help them save face, and maintain harmony.
Face-negotiation theory can help in understanding cross-cultural differences in conflict resolution styles. When dealing with conflict, it is important to try and understand the other person's communication style. If a person is from a different cultural background, try to understand what approach may be more comfortable for them, and alter your approach accordingly. If you use this approach you may be more likely to be able to resolve the issue!
Sources:
- Ting-Toomey, S. (1988). Intercultural Conflict Styles: A face-negotiation theory. In Y.Y. Kim & W. Gudykunst (eds.). Theories in intercultural communication (pp. 213-235). Newbury Park. CA: Sage.
Christine Gillies - Christine Gillies is a freelance writer based in Sydney, Australia. She holds a Bachelor Degree of Science (Psychology) as well as a ...
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