Zhoushan Businessmen's Value On Face In Negotiation In The Context Of Globalization

In 1894, Arthur H. Smith in his book Chinese Characteristics pointed out that Chinese people showed special concern for face. In 1944, Xianjin Hu first made conceptualized interpretation of face, distinguishing the difference between mianzi and lian. Since then there have been studies of face home and abroad from such perspectives as linguistics, anthropology, sociology, psychology, etc. As a social phenomenon, face plays the crucial role in Chinese interpersonal communication. It not only reflects the influence of the heritage of Confuciansm but also functions as the instrument for the game of power and a derivative of collectivism in China.The purpose of the current study is to investigate the positive face in negotiation among business people in Zhoushan. through questionnaires and interviews in the light of Goffman's dramaturgical theory, Brown & Levinson's Politeness Theory, Scollon & Scollon's face theory, Ting-Toomey's Face Negotiation Theory, and etc.Based on data collected during one year, the major findings of this study are as follows: face, as the instrument for the game of power, in the context of globalization, however, is under the challenge of commercial culture, of which the ultimate goal being financial benefit. In the context of globalization, Zhoushan business people's positive face in negotiation is becoming weakened. They show their awareness of independence and individuality. Face, an important element in Chinese politeness principles, tends to weaken in Zhoushan business people's business communication.