Harry moved from hut to hut in a small village in Malawi. Everyone he told about Jesus prayed, asking for salvation. Later he wondered whether all those who prayed experienced genuine conversions. How many were because their culture taught them to save face by being polite to foreigners? Of course, there are differences between various honor/shame cultures, but the importance of face is common to all. 

“Face” is another way of talking about a person’s honor or positive social reputation. Like honor, face is public, something we get from others. As Jackson Wu says, “Our face is the billboard upon which shame and honor are displayed.”

The Importance of Face in Communication

Cross-cultural communication provides many opportunities for misunderstanding not only because of potential language difficulties but also because of cultural differences. Since face is a consideration in every conversation, communication is often indirect. People in honor/shame cultures are reluctant to disagree or deny a request openly. Correct interpretation requires listening to the silences, to what goes unsaid. Most conversations contain diversions, euphemisms, and what Americans call “beating around the bush.” Because to state a fact or opinion directly could offend someone, causing them to lose face. 

The Importance of Face in Relationships

Losing face is devastating and causes shame. So, people in honor/shame cultures actively protect their face to avoid losing face. To lose face is to lose self-respect and the respect of others. It is to find your pride shredded and your reputation compromised. Losing face can lead to violence toward self or others.

People build relationships by giving face. Therefore, they may suppress any negative emotions or opinions while praising you or your family. Giving face or honor by protecting the relationship trumps what Westerners call “being truthful.” Being truthful means being loyal in your relationships, showing respect, and preserving face. Giving and receiving face sustains and strengthens relationships.

The Importance of Face in the Bible

Humans’ Face

When Adam and Eve heard God walking in the garden after they’d sinned, “they hid from the Lord God…” (Genesis 3:8) The English translation misses what the Hebrew communicates. The Hebrew text shows the couple withdrawing from the face of God. Their intense shame led them to turn away from his face.

When God accepted Abel’s sacrifice but rejected Cain’s,

Cain was very angry, and his face was downcast.

Genesis 4:5

After Cain killed his brother, God confronted him. Cain responded:

My punishment is greater than I can bear. Behold, you have driven me today away from the ground, and from your face I shall be hidden.

Genesis 4:13-14, ESV

God’s Face

God hides his face from his sinful people.

But your iniquities have separated you from your God; your sins have hidden his face from you, so that he will not hear.

Isaiah 59:2

Other passages, however, describe how God honors his people-—gives his people face—by allowing them to experience his face. He told Moses’ brother Aaron to say to the Israelites:

The Lord bless you and keep you; the Lord make his face shine on you and be gracious to you; the Lord turn his face toward you and give you peace.

Numbers 6:23-26

When God’s face shines on us, we feel his blessing, his presence.

Conclusion

Everyone is sensitive to face—everyone wants to have face/honor/respect, and no one likes to lose face. But in an honor/shame culture and in the Bible (both collectivist cultures), the importance of face is magnified.

Can the world tell that we’re believers, that we know Jesus? What is our face saying? Are we becoming more like our Savior every day? Although our culture may try to convince us we are beings of our own making, we know better. Apart from Jesus, we can do nothing (John 15:5). When people look at us, do they see the character, love, and mercy of Jesus?

Unless otherwise noted, the Bible translation quoted is the New International Version.