The influence of Chemyon on facework and conflict styles: Searching for the Korean face and its impact

The purpose of the study was to explore the elements of Chemyon, the Korean face, and to investigate their influence on facework and conflict styles. Results revealed that Chemyon was consisted of seven elements: ethics, social performance, social personality, social pride, competence, demeanor and shame. Chemyon showed both social and personal characteristics. Social Chemyons, including social performance Chemyon, social personality Chemyon and social pride Chemyon, were related to the others’ recognition on one's performance, personality and status while personal Chemyon shared commonality with the Western face. Regression analyses on facework and conflict styles indicated that social Chemyon elements negatively influenced the use of cooperative facework or conflict styles, while personal Chemyon elements increased the preference for cooperative facework and conflict styles. Likewise, Chemyon also had both positive and negative impact on the public relations practices in South Korea.