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For example, the diverse conceptual i sati ons of face used in Western and
Asian culture are seen as being based essentially on different
conceptual isations of the self (Mao, 1994). Brown and Levinson's
conceptual isation of the self is seen as being an overly individualistic
conceptual isati on, one that is in the last analysis, a self-image (Mao 1994). As
Mao describes it, the self is in this sense '... the principal constituent that informs
and contextualizes the content of face; it acts like an 'epicenter' towards which
others... converge, and against which they are measured. The self is 'public'
only to the extent that it depends on other's face being maintained... it is
'negotiated' with others via discourse activity. The self 'appropriates' the public
only to preserve its own interest... it only concerns the individual's 'wants' and
'desires' (ibid. 459). Converse to this, Mao posits Asian conceptual i sations of
the self and face as 'intimately linked to the views o-I the community and to the
community's judgement and perception of the individual's character and
behaviour ... to quote Goffman... it is "on loan ... from society",.. it belongs to the
individual or to the self only to the extent that the individual acts in full
compliance with that face' (Mao 1994,460). Rather than 'self-image' then, face
as it operates in Asian cultures is equated more to a Goffmanian notion of
'image of self' in the eyes of others.
Further highlighting the fundamental relationship between cultural
readings of the self and conceptual isati ons of face is the work which has
conceptualised cultural selfhood as variously overlapping with the self
boundaries of other selves. For example, Scollon and Scollon (1995) show how
Asian notions of selfhood extend beyond the boundaries of the individual to
include others in the wider community. (see fig. 1.6).
Key
Fig. 1.6 The Individualistic and Collectivist Self
6 Wider mat,, i. 1 culture
5 Intimate society and culture
------------
4 Eapressible
conscious
3 Inexpressible conscious
2 Pre-conscious ("Freudian")
I Interior unconscious
S6
Key
6 Wider m2terial culture
5 Intimate society and culture
4 Expr-ible consaous
3 Inexpressible conscrous,
2 Pre-conscious ("Freudim")
I Interior unconscious
Adapted from Scollon and Scollon (1995,132-133)
6
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