Media choice in face-threatening situations and its effect on facework: A cross-cultural investigation (Finland, Hong Kong, United States, China)

This study examines the problem of media choice in face-threatening situations and its effect on facework in different cultures. A theoretical model that considers the choice of communication media as an important part of facework is developed based on existing theory and empirical research in the fields of communication, management information systems and anthropology. In particular, we draw on politeness theory, face negotiation theory, media richness theory and media synchronicity theory as the basis of theory development.; The developed theoretical model suggests that such cultural characteristics as individualism and monochronic nature affect behavior of individuals in socially uncertain situations, including the choice of facework strategies and the choice of communication media. The model also suggests that if the choice of communication media is constrained, individuals adjust their facework strategies to make them more appropriate given the available communication media.; In order to test propositions of the model, a cross-cultural study was conducted. In the study, respondents from three countries, Finland, Hong Kong and the U.S. were asked to respond to an on-line survey and to choose communication messages and media in several theoretical situations. The results of the study suggest that individualism and self-face concerns are positively related to the choice of more direct, less polite facework strategies, and to the choice of electronic communication media. Other-face orientation was negatively related to the choice of more direct, less polite messages. Monochronic nature is positively related to the choice of face-to-face communication in the U.S. and negatively related to the choice of face-to-face communication in Finland and Hong-Kong. Even when the effects of individualism and monochronic nature were accounted for, country was found to be a significant predictor of media choice. Implication of the study results for theory and practice, strengths and limitations of the study and directions for future research are also discussed.