Face

GIVING FACE

Taking actions that make others admire someone is considered as “giving face” to him/her. This could be as simple as imparting a title of respect to him/her or praising his/her work ethic. Also, respecting his/her authority and showing deference is a way to confer face on him/her. Once introductions are made, compliment your Chinese counterpart in front of others as this is looked upon as a positive influence and as “giving face.” Obviously, flattery and respect are very much a part of Western society, as well. Westerners will frequently compliment one another when they are introducing a speaker before a crowd. But in Chinese culture, such compliments are not simply a matter of courtesy or politeness but a serious way of showing respect and deference.

In your interactions, never shame or insult others by raising your voice or attempting to prove them incorrect in front of their peers. Instead, talk to them aside, using quiet negotiation strategies to satisfy all parties.

While humility and admiration can impart face in others, the Chinese also view self-aggrandizement as a way of imparting face in themselves. Hence, flaunting one’s own wealth or status (for example, by wearing the latest fashions) can be seen as giving oneself face. Being so aware of one’s self-image also frequently results in material competition with his/her peers even if the person cannot truly afford to do so.

The Chinese spend much more time thinking about face than Westerners do and view almost every encounter as potentially impacting one’s face. In dealing with others, Westerners often view directness, assertiveness, and individualistic behavior as a positive. Such characteristics can, in the Western view, help speed negotiating processes along. The Chinese, however, take a different view and can often be extremely deliberate and seemingly perplexing in their actions. You need to remember that such actions may simply be a matter of trying to preserve face. Western diplomats, military personnel, and businesspeople should therefore always remain extremely sensitive to what a large role face plays in Chinese society.

Make sure you give the most attention and respect to the highest person within the organization. Many Westerners in China forget this important rule and may try to establish rapport with the individual they feel most comfortable with or the one that speaks English most fluently. Using ultimatums, forcing concessions, and using other heavy handed tactics that cause the loss of face may signal an end to negotiations.