Face-Negotiation Theory is a communication theory introduced by Stella Ting-Toomey. This theory posits that people from all cultures are constantly negotiating “face”. Face is seen as “our public self-image, the way we want others to see us and treat us”. The concept of “facework” is described as the verbal and nonverbal communication used to maintain face or recover from face loss. Ting-Toomey suggests that various cultures will conduct themselves in different manners depending on whether the culture is collectivistic or individualistic. A collectivistic culture is one in which people focus on we-identity and rely on the group to provide care in exchange for loyalty to the group. An individualistic culture is a culture where the standard is I-identity, with people looking out for themselves and having a disregard for others. I wish to explore in more detail the differences between collectivistic and individualistic cultures, using the DreamWorks film “Over the Hedge” to serve as an example of these ideas.
In the film, we are introduced to RJ, a raccoon who is a loner with no family. RJ provides a great example of someone from an individualistic culture; he has no one to rely on for support and must gather his own food and look out for only himself. Due to hunger, and because of his individualistic nature, RJ elects to steal a stockpile of food from Vincent, a hibernating bear (who is himself the epitome of individualistic). Vincent discovers RJ in the act and an altercation ensues, resulting in the loss of all of the food. Vincent agrees to return to his hibernation and give RJ the remaining time to replace all of his food. RJ agrees in an attempt to save his own life and sets out to begin his food collecting.
Living in a small community in the woods, we are introduced to the perfect example of a collectivistic culture. Living in this community are many different types of animals, including skunk, turtle, porcupine and chipmunk. This foraging group refers to themselves as family, despite being from different species. Collectively, they gather enough food for everyone to survive through the winter. Upon waking from their winter slumber, they discover the forest where they generally find their food has been torn down and replaced with a residential neighborhood full of humans.
RJ spies the collectivistic group in the woods and overhears their concerned discussion about where to find food. RJ, looking out for only himself, hatches a scheme to trick them into gathering food from the humans, supposedly so they can survive through the following winter, but with the actual intent of stealing the food to repay Vincent. RJ and the foragers set out on a long mission and slowly build up a collection of food, all items on RJ’s list to return to Vincent. Eventually, the foragers are captured by a pest-control technician and RJ escapes with the food as they are being taken away. After returning the food to Vincent just within the deadline, RJ begins to feel bad about his actions and remembers how the collectivistic group took care of him and treated him like family. At the risk of losing his life, he embarks on a dangerous mission to rescue the other animals.
Once the other animals have been saved and agree to forgive RJ since he finally did the right thing, RJ is welcomed back to the group and, once again treated as family. The best example of collectivistic culture is seen when Vern (the family leader) tells RJ he should have just told them the truth and they would have given him the food. Finally, this story helps to illustrate how individuals can assimilate into a new culture, indicating that culture and values can be successfully changed.
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