Cultural Face Dynamics explores the crucial role of “face”—the public image people try to project—in shaping social interactions across cultures. Understanding cultural face dynamics is essential, as it reveals the often-unspoken rules that govern our behavior and influence our relationships, particularly in intercultural communication. The book challenges the idea that face is a universal concept, instead arguing that its expression and interpretation vary significantly based on cultural values, drawing on classic sociological and anthropological studies.
The book progresses systematically, first introducing core concepts like positive and negative face, representing the desire to be liked and the desire for autonomy, respectively. It then examines case studies from diverse regions like East Asia and Latin America, illustrating how face concerns manifest in different social settings. Finally, it explores practical applications in international relations and business, emphasizing cultural sensitivity.
What makes this book unique is its interdisciplinary approach, integrating insights from psychology, sociology, anthropology, and communication studies to provide a holistic understanding of face.
