Cross cultural communication is the communication that occurs between people from different cultural backgrounds, and cross-cultural communication ability has become a fundamental survival skill for people. Face culture is a common phenomenon in Chinese and Western cultures, and it is also a specific reflection of specific cultural values in language under the background of cultural diversity. As a complex social psychology, it plays an important role that cannot be ignored in cross-cultural communication. With the rapid development of economic globalization, communication between countries continues to deepen, and cross-cultural communication also becomes frequent. In order to smoothly carry out cross-cultural communication and achieve the goal of harmonious communication, appropriate strategies are particularly important. This article is based on the face theory and proposes cross-cultural communication strategies guided by the face view of China and the West: emphasizing historical and cultural differences, emphasizing personality and thinking differences, and strengthening the cultivation of cultural empathy ability.

Yanming Li. Face Concept of China and the West and Cross Cultural Communication. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 20: 132-136. https://doi.org/10.25236/AJHSS.2023.062022.

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