Cultural Face Dynamics

The book progresses systematically, first introducing core concepts like positive and negative face, representing the desire to be liked and the desire for autonomy, respectively. It then examines case studies from diverse regions like East Asia and Latin America, illustrating how face concerns manifest in different social settings. Finally, it explores practical applications in international relations and business, emphasizing cultural sensitivity.

What makes this book unique is its interdisciplinary approach, integrating insights from psychology, sociology, anthropology, and communication studies to provide a holistic understanding of face.