"Denial is the refusal to acknowledge the existence or severity of unpleasant external realities or internal thoughts and feelings."
ref: http://ask.healthline.com/galecontent/denial
"Cultural standards and expectations can encourage denial of subjective experience. Men who belong to cultures with extreme notions of masculinity may view fear as a sign of weakness and deny internal feelings of fear. The Chinese culture is thought to discourage the acknowledgment of mental illness, resulting in individuals denying their psychological symptoms and often developing physical symptoms instead.
ref:
http://www.minddisorders.com/Del-Fi/Denial.html"