Politeness theory

- [Interviewer] One of the things you mentioned as we were prepping for this was politeness theory. Tell us a little bit more about that. - [Interviewee] Yes, so politeness theory is something that was developed by two social scientists named Brown and Levinson. And this happened about 20 or so years after Goffman released his original face theory, and politeness theory looked at it a little bit differently. Building on Goffman, but, they basically broke it down into two specific types of face. And the first type of face is called positive face. So the positive face is a little bit similar to the Goffman definition of face, and it stands for that we all have the universal desire for approval, for liking, and for solidarity with others. So, we want ourselves and our version of self that we're presenting to others to be approved of in a positive way. The second type, which is a little bit different from where Goffman went, is called negative face. And negative face is the universal desire to be unimpeded at any given moment, and also to not be imposed upon by other people. - [Interviewer] That's really, really, really interesting. And I like the bifurcated approach to face, because I think it gives a little bit more of a practical view on it, because it's not just, like you said earlier, I think when you were referring to Goffman's approach, where it's about the respect and the honor, but also it's the liberty, the need for liberty, that quintessential American value, if you will. And you see it in the business world, you see it in our personal lives and everything. Whenever is, especially when you think about the negative side of it. When somebody feels as though their behaviors are being restricted. When you tell somebody they can't do something they want to do that thing more. - [Interviewee] Absolutely, yeah. People always want to do things on their terms, and that is true I've found in sales, it's true in negotiation. And it's interesting too, because one of the things that I think makes face theory so impactful is that it relates to so much under social psychology. So one of the biggest theories in social psychology is this whole concept of reactance, where it's almost like the same thing as a negative face, where people want to have their freedom respected. And anytime they feel that someone is trying to restrict it, they push back in the opposite direction. - [Interviewer] Dope. - [Interviewee] It's just really interesting how it all comes together.