Face Negotiation theory examines the differences in human communication across different cultures. Specifically, the theory tries to explain how cultures differ in approaches to conflict. It bases these differences on the differences in cultures, distinguishing between individualistic and collectivist orientations, or what is termed high-context and low-context cultures. Depending on the culture, conflict will be managed differently. In high context, collectivist, cultures such as China or Japan, they stress that the individual represents the group as whole. If there is a conflict you are not just representing your own face but the face of the entire group that you represent. Another aspect of Face Negotiation theory is whether or not someone desires autonomy or inclusion. If someone desires autonomy, they prefer their own personal space, privacy, and noninterference. Autonomy is an individualistic attribute that focuses on being an individual. Inclusion is a collectivist trait that focuses on respect, approval, and appreciation from others. Inclusion is doing something for the benefit of the group as a whole. According to Stella Ting-Toomey, the founder of face negotiation theory, low context cultures will desire autonomy more than inclusion, while high context cultures will seek inclusion. Although, there are exceptions, people can live in low context cultures but can also be collectivist. For example the greatest basketball player ever, Michal Jordan, sought both autonomy and inclusion. Jordan “typified the picture Ting-Toomey painted of Americans and low context by going for autonomy first and foremost, and putting inclusion second. Jordan was a superstar before he entered the league, and he and everyone else knew it. However, his team was terrible. He was the centerpiece, the nucleus of what would eventually become the greatest team ever. he used his unique and uncanny ability to take the game to a new level. he earned respect for himself, and created the type of "face" that he needed to become one of the most marketable people in the world. By marketing his skill, and merging with corporate giants such as Nike and Gatorade, he made a big name for himself. He later would do endorsements for countless companies, while tearing up everything on the court at the same time. His face could, and still can be seen on televisions, magazines, and billboards all over the world. He is known all over the world. Michael Jordan, it's a household name. It wasn't until about two-thirds of the way through his career, when the Bulls won their first NBA title, that Michael showed signs of inclusion, and wanting to be a part of something larger than himself. It was a crucial time, when the right players had formed themselves around Jordan. The team had the right chemistry, they worked like a fine tuned machine, but none of them could function properly without the other. When they were together, they were unstoppable. This shows the inclusion factor, working together, doing something for the benefit of the group as a whole, and concentrating more on others than oneself. Michael Jordan epitomizes the American low context culture,” (C. Whitman 2010).
This is a great example of how face negotiation can be seen in the everyday world. We live in a low context, individualistic culture, but if you participate in team sports you will be inclined to take a more collectivist approach. In our culture today this idea of bring an individual on a collectivistic team has it’s benefits. Being an individual means that you are looking out for your best interests, but if you are on a team your best interests can also benefit the team’s interests.
From this we learn that just because you live in a individualistic culture, you can still be involved in a collectivistic group. This will change how to manage different situations and conflicts. A great example of this an be seen from Michal Jordan who was an individual who’s best interests benefited him and his team as whole. This is important because as you enter the workplace, this concept of being an individual on a team will become a reality just like being on a sports team. It is important to balance your own needs and the needs of the collectivist group. In the future keep this idea in mind, you do want to have a “me” first attitude when you are on a team, but you own personal interests can benefit the team as a whole.
Article can be viewed at http://oak.cats.ohiou.edu/~cw619696/face.htm
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