Malays, Chinese and Indians all strive to maintain face and avoid shame both in public and private.
Face is a personal concept that embraces qualities such as a good name, good character, and being held in esteem by one’s peers. Face is considered a commodity that can be given, lost, taken away, or earned. On top of this face also extends to the family, school, company, and even the nation itself.
The desire to maintain face makes Malaysians strive for harmonious relationships.
Face can be lost by openly criticizing, insulting, or putting someone on the spot; doing something that brings shame to the group; challenging someone in authority, especially if this is done in public; showing anger at another person; refusing a request; not keeping a promise; or disagreeing with someone publicly. Conversely, face can be saved by remaining calm and courteous; discussing errors or transgression in private; speaking about problem without blaming anyone; using non-verbal communication to say “no”; and allowing the other person to get out of the situation with their pride intact.