Explanation
The theory has gone through multiple iterations since its creation, most recently in 2005. In essence, the theory applies specifically to conflict, and is based on identity management on an individual and a culture.
The various facets of individual and cultural identities are described as faces. Faces are the image of an individual, or that of a group, that society sees and evaluates based on cultural norms and values. Face can also be defined as "the claimed sense of favorable social self-worth and/or projected other-worth in a public situation" (Ting-Toomey & Kurogie,1998). Conflict occurs when that group or individual has their face threatened. Faces can be lost, saved, or protected.
The "Locus of Face" is known as the degree of concern for self face and others' faces. It is important to observe Locus of Face because it provides the frame work for studying face and face work because it is a direct indicator of how important it is to the individual to maintain face (for him or herself of the face of their culture/group) and in turn it can directly effect the direction of the interaction. The Locus of Face is also valuable because it reflects both self and -other concerns for preserving face, and is relevant to the communicators when navigating through an interaction or negotiation.
People from collectivistic cultures usually adopt conflict styles of avoiding or integrating because the "mutual face" or the face of the group is the top concern. People from an individualistic culture adopt a conflict style of dominating because their main concern is maintaining self face because they have a "face" independent from that of the group.
There are many different strategies and factors affecting how cultures manage identity. Ting-Toomey argues that in collectivist cultures, the face of the group is more important than any individual face in that group. In individualist cultures, the face of the individual is more important than the face of the group.
In addition, power distances play a role in the way cultures view and manage conflict. Power distance deals with the way status affects society. If a culture has a small power distance it will generally believe power is to be earned and worked for and equality is natural. Small power distance characteristically is seen in individualistic places. If a culture has a larger power distance acknowledge inequality and people are born into power. Large power distances are usually seen in collectivistic places.
Read more about this topic: Face Negotiation Theory
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