Face - Negotiation Theory was developed by Stella Ting-Toomey, a communications professor at California State University, Fullerton. This theory takes into account that every culture is always fighting for "face", or the way that we want others to see and treat us. The theory compares and contrasts high and low context cultures, and the different ways that they use "face." Here are some examples and real life applications.
Face negotiation theory states that people from individualistic, low context cultures will be very different from collectivistic, high context cultures. When the face is different, the way conflict is handled is different. Low context cultures are cultures that focus on the individual, and putting oneself first, before anyone else. An example of a low context culture is the United States. High context cultures are very collectivist, or group oriented. They assume that each individual's behavior affects the group, therefore individuals' behavior is controlled by the group. An example of a high context culture is Japan
A question posed b face-negotiation theory is whether one desires autonomy or inclusion. Autonomy, also known as negative face, refers to basic rights of space, privacy, and noninterference. basically autonomy focuses on being more of an individual, and avoiding contact with others. Inclusion, or positive face, focuses more on respect, approval, and appreciation. In other words, inclusion is like doing something for the benefit of the group as a whole, working together, and concentrating more on others than oneself. According to Ting-Toomey, low context cultures will desire autonomy more than inclusion, while high context cultures will seek inclusion rather than autonomy. However, she also points out that although both types of cultures seek one form over the other, they ultimately seek both to some degree.
An example that typifies Americans and their low context culture, is a team athlete, such as a basketball player. And I cannot think of a better example to discuss than the greatest player of all time, Michael Jordan. During his tenure as a professional basketball player, Michael Jordan sought and found both autonomy and inclusion. He typified the picture Ting-Toomey painted of Americans and low context by going for autonomy first and foremost, and putting inclusion second. michael was already a superstar before he entered the league, and he and everyone else knew it. However, his team was terrible. He was the centerpiece, the nucleus of what would eventually become the greatest team ever. he used his unique and uncanny ability to take the game to a new level. he earned respect for himself, and created the type of "face" that he needed to become one of the most marketable people in the world. By marketing his skill, and merging with corporate giants such as Nike and Gatorade, he made a big name for himself. He later would do endorsments for countless companies, while tearing up everything on the court at the same time. His face could, and still can be seen on televisions, magazines, and billboards all over the world. He is known all over the world. Michael Jordan, it's a household name. It wasn't until about two-thirds of the way through his career, when the Bulls won their first NBA title, that Michael showed signs of inclusion, and wanting to be a part of something larger than himself. It was a crucial time, when the right players had formed themselves around Jordan. The team had the right chemistry, they worked like a fine tuned machine, but none of them could function properly without the other. When they were together, they were unstoppable. This shows the inclusion factor, working together, doing something for the benefit of the group as a whole, and concentrating more on others than oneself. Michael Jordan epitomizes the American low context culture.
