ABSTRACT
This chapter focuses on parent–child relationships and also on how these, in turn, help shape relationships beyond the family. It explores how notions of moral conduct that are conveyed through ideals of filial piety (xiao) within family relationships affect reputation management among non-kin in urban China and Taiwan. Behavioural rules learnt through the cultural model of xiao make an important contribution to the maintenance of a moral reputation in the wider society. The regulation of personal desires does not only serve the purpose of reputation management, but is also an important aspect in furthering family coherence in times of economic and emotional hardship. Strategic reputation management requires sensitivity to know just how much filiality can be expressed. It seems likely that filial piety in Chinese societies is one of those culturally specific concepts that are decisive in the learning process of the social competencies enabling cooperation.
