Features of the Social Communication and Etiquette in Chinese Culture: The Traditional Basics and Modernity

The article discusses the basics of Chinese etiquette, which are included in the core of traditional culture and are an integral part of the system of business communications — guanxi (a system of interpersonal relations) and mianzi (a concept of “face”). Both of the concepts are the basics for understanding the features of the Chinese social communication culture, which includes both modern formal components and traditional informal ones. In our view, the Chinese business culture has managed to preserve all the values that have been inherent in Chinese society for millennia, despite the systemic, increasing pressure of globalization.

In the period when the People’s Republic of China is on the path of openness to the outside world, business etiquette is getting increasingly important, mainly in international relations. The teacher-student model becomes relevant not only from the point of view of traditions reproduction, but also for finding the ways to harmonize with new learning models coming from European and Asian states. The author assumes that Western and Eastern cultures are opposite, and something normal for a resident of China, can be a serious violation of the rules of decency for a European. With the controlled preservation of traditions in China, educational technologies of teaching the norms of European business etiquette are widespread, which is considered as a way of integration into the world community.

Taking into account the increasing influence of globalization processes and the wide spread of Western trends, the Chinese business culture continues to preserve all the values and traditions that it has had over the years, harmonizing them with modern business technologies.

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