ABSTRACT
Researchers have applied Western theories and concepts about conflict to non-Western cultures. The applicability of theoretical constructs such as collectivism-individualism and interdependent and independent self-construals has been an issue of recent debate. With their concern for face and harmonious relationships, the Japanese have been known for their variable tactics to avoid conflict. The order of concerns has been questioned, as their interest in self-protection may be the driving force behind the Japanese reservation and politeness. This chapter discusses the Japanese value of ku’uki wo yomu (reading the air) as a main source of motivation. While their humble and reserved communication has played a role in maintaining interpersonal relationships and organizations, contributing to the peaceful and prosperous running of the country, air-reading communication has drawbacks. If the Japanese continue to read the air as a versatile tactic, it may deprive them of opportunities to view conflicts as a constructive exchange of ideas. While avoiding conflict may not be a bad strategy, the consequences of blindly employing the tactic may be detrimental.
