Saving+Face

=Saving Face= This cultural form of resistance can manifest itself in two distinct forms. The first form of this barrier stems from a feeling by the intended adopters that by using a new innovation there is an underlying assumption that their current methods are "wrong" or "bad." The natural human reaction is to avoid admitting that what we are doing is wrong or bad and resisting a change that would evoke these emotions is a common reaction.

A second underlying assumption made by some intended adopters regarding a new innovation is that they will have to, if they adopt the change, assume a new, additional role. For example, a school employee may have an opportunity to take classes and gain skills in the area of video broadcasting. Despite the availability of this new knowledge, the employee may reject the offer for fear that they will then be expected to video tape all school events and, as a result, give up much of their free time.

The change agent, when sensing saving face resistance, can help the situation by first highlighting the benefits of the new innovation and avoid direct comparison between the new innovation and current practice. In reaction to the second form of saving face, it is important for the change agent to be very sure that the true intentions of the innovation are clearly explained to the intended adopters. Had the teacher in the example known ahead of time that the school's intention was not for them to become the district videographer the resistance would have been avoided.