In researching the concept, to better understand it for my blook, I found these three articles that make a fascinating read about "face" and the differences between Western and Asian cultures.
Deeply rooted in the Chinese concept of face are conceptualizations of a competent person in Chinese society: one who defines and puts self in relation to others and who cultivates morality so that his or her conduct will not lose others' face.
This contrasts with the American cultural definition of a person who is expected to be independent, self- reliant, and successful.
The end result is that a Chinese person is expected to be relationally or communally conscious whereas an American person is expected to be self-conscious.
