Politeness theory

Politeness theory relies, in part, on the idea that there are different kinds of face:

Positive face and negative face. 

-Positive face reflects an individual's need for his or her wishes and desires to be appreciated in a social context. This is the maintenance of a positive and consistent self-image.

-Negative face reflects an individual's need for freedom of action, freedom from imposition, and the right to make one's own decisions.