Conclusion
Face negotiation theory addresses intercultural communication on cultural, individual, and inter-relational levels. Individualistic and collectivistic cultures will have different methods of maintaining face and resolving conflict. What comes naturally to people from one culture may not seem an appropriate communication style to individuals from another culture.
An example of this was in 2003 when the United States went to war with Iraq. The Iraqi information minister was adamant that US troops were not in the country, despite the obvious fact that they were. Why use such a tactic? Ting-Toomey’s face negotiation theory would recognize Arabic culture as collectivistic. Thus, one might say it was a method of face management to maintain credibility with the ingroup (i.e., the Iraqi people) rather than dealing with the problem more directly.
As Greenberg, Simon, Pyszczynski, Soloman, and Chatel point out, one’s cultural worldview is taken as an absolute, and the fact that there are other people who share that view reinforces it. So, face negotiation theory can be an effective and necessary tool in developing intercultural communication competence.
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