Face (social custom)

The term face idiomatically refers to one's own sense of dignity or in social contexts. In the English-speaking world, the expression "to save face" describes the lengths that an individual may go to in order to preserve their established position in society, taking action to ensure that one is not thought badly of by his or her peers. It is a fundamental concept in the fields of sociology, sociolinguistics, semantics, politeness theory, psychology, political science, communication, and face negotiation theory, and translates at least somewhat equivalently into many world languages, both Germanic and otherwise.

Although Lin Yutang claimed "Face cannot be translated or defined", compare these definitions:

"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 ("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)

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