Face Negotiation Theory is the theory holds up the idea of maintaining a face according to their cultures. The face is nothing but an identity, the persona we keep up in the society-a public image. As face represents oneself in the society, the people display an attitude which is desirable to them. There are some factors in negotiating face.
Example is in a country, people who are individualistic seeks for right and freedom and tries to be independent as well. Face negotiation cannot be generalized in all situations.
Communication Theory 