LAUSR

Abstract This paper examines gender discrimination using two novel perspectives: its relationship with personal face and its manifestation in contemporary Vietnam. Interviews with a sample of college teachers in Nha Trang city suggest that gender discrimination is reflected in and institutionalised through learning and enacting ‘acceptable’ face-related behaviours. These processes are exemplified in gender based linguistic conventions, role differentiation and segregation, the higher value associated with male roles, the (surface) acceptance of double standards by both genders and the recognition of public sanctions as effective reinforcers of gender inequality. Despite limitations in generalising from this research, an approach based on personal face-related language, behaviour and attitudes has promise for understanding how gender inequality functions at both individual and societal levels.