Terminology
"The concept of face is, of course, Chinese in origin" (Ho 1975:867), yet many languages have "face" terms that metaphorically mean "prestige; honor; reputation." Marcel Mauss, who sociologically studied the Kwakwaka'wakw (formerly known as Kwakiutl) and Haida nations in British Columbia, interpreted the Kwak'wala word q'elsem (lit. "rotten face") meaning "stingy potlatch-giver; one who gives no feast."
Kwakiutl and Haida noblemen have the same notion of 'face' as the Chinese mandarin or officer. It is said of one of the great mythical chiefs who gave no feast that he had a 'rotten face.' The expression is more apt than it is even in China; for to lose one's face is to lose one's spirit, which is truly the 'face', the dancing mask, the right to incarnate a spirit and wear an emblem or totem. It is the veritable persona which is at stake, and it can be lost in the potlatch just as it can be lost in the game of gift-giving, in war, or through some error in ritual. (1954:38)
Michael Carr (1992, 1993) lexicographically investigated "face; prestige" dictionary forms in Chinese, Japanese, and English. Within this sample, Chinese dictionaries include 98 forms, e.g., sipo lian 撕破臉 (lit. "rip up face") "have no consideration for someone's feelings"; Japanese dictionaries list 89, e.g., kao o uru 顔を売る (lit. "sell face") "become popular; gain influence"; and English dictionaries include 5 forms, e.g., lose face (borrowed from Chinese diulian 丟臉 "lose face"). Carr found that the Chinese and Japanese lexicons have roughly equal numbers of words for "losing face" and "saving face", while English has more for "saving face."
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