Understanding face and Its application in impression management.

• Main Author: Chng, Cyrus Boon Huat.
• Other Authors: School of Humanities and Social Sciences
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/50925
• Institution: Nanyang Technological University

Face prevails in social functions regardless of age, ethnicity and culture. However, the perspectives of face across different cultures may not be aligned with one another. This article tackles this issue and provides a better understanding of face by analyzing the similarities and differences across various perspectives, specifically between lian and mianzi in the East and face in the West. Both early and contemporary works on the concept of face were examined to better understand changes in individuals’ values and behaviours when there is a shift in their cultural orientation values. One of the ways that face can be applied in social functions is through the way individuals present themselves. Hence, the application of face in impression management will be elaborated. Reasons for individuals to engage in impression management will be analyzed in the context of a proposed framework of persuasive and preventive motives. The review concludes with distinct differences between the Eastern and Western perspectives of face. Linguistic differences, cultural origins and norms contributed to the differences. With the ongoing globalization, this article provides practical implications for professionals to have a good understanding of face and how it differs in various cultural norms. The knowledge gained enables professionals to better understand and communicate appropriately with people from different cultures for effective business interactions.