community. In contrast to co-existence of personal individualism with their simultaneous participation in community affairs within Western culture, individuality is much more toned-down in both Russian and Chinese cultures in favour of communality; both Russian and Chinese cultures are lacking in stark Western dichotomy of "internal" vs. "external", and also lacking in Western focus on legal frameworks being foundation for individualism; and instead of it, in both Russian and Chinese cultures ritualism in public relations is much more highly regarded than in Western culture, where in the West ritualism is thought of to be mostly dull and empty of content. The importance of the concept of face in Russia may be seen imprinted into amassment of proverbs and sayings, where the word is used as a reference to one's character or reputation, for instance () meaning "to lose reputation", () denoting a negative trait, , similarly to , but stronger, meaning to "lose reputation or social standing", and meaning both "face" and at the same time "the essence", when being used to describe a person, showing that there is high expectation of "inner self" and "outer self" of a person being in high accord with each other, looking from the framework of Russian culture. South Slavic Among South Slavs, especially in Serbo-Croatian and Bulgarian, the word () is used as a traditional expression for honor and the sociological concept of face. Medieval Slavic documents have shown that the word has been used with various meanings, such as form, image, character, person, symbol, face, figure, statue, idol, guise and mask. The languages also have a derived adjective ( ), used to associate shame to a person. Arabic In Arabic, the expression (, , is used to mean save face. The entire Arab culture of social and family behavior is based around Islamic concepts of dignity, or "face". For Shia Islam, face is based on the social and family ranking system found in the Treatise of Rights, Al-Risalah al-Huquq, Shia Islam's primary source for social behaviors. Persian In Persian, expressions like "" (, ), is used to mean save face and "" (, ), "" (nq, ) meaning "ashamed and embarrassed" and "" (, ) meaning "proud" (opposite of ) are used. In Iranian culture the meaning of linguistic face is much closer to the meaning of character. So Persian speakers use some strategies in saving the face or character of each