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politeness theory
Politeness theory is the theory that accounts for the redressing of the affronts to face posed by face-threatening acts to addressees.〔 First formulated in 1978 by Penelope Brown and Stephen Levinson, politeness theory has since expanded academia’s perception of politeness.〔Mills, Sara. 2003. Gender and Politeness. Cambridge: Cambridge University Press.〕 Politeness is the expression of the speakers’ intention to mitigate face threats carried by certain face threatening acts toward another (Mills, 2003, p. 6). Another definition is "a battery of social skills whose goal is to ensure everyone feels affirmed in a social interaction".〔 Being polite therefore consists of attempting to save face for another.
(definition reflects a limited conception of (im)politeness. Indeed, it may reflect a hegemonic construction. Face is not endemic to all human cultures when displaying politeness or impoliteness. )
==Positive and negative face==
Face is the public self image that every adult tries to protect. In their 1978 book chapter, Brown and Levinson defined positive face two ways: as "the want of every member that his wants be desirable to at least some others executors" (Brown & Levinson, 1978, p. 62), or alternately, "the positive consistent self-image or 'personality' (crucially including the desire that this self-image be appreciated and approved of) claimed by interactants" (Brown & Levinson, 1978, p. 61). Negative face was defined as "the want of every 'competent adult member' that his actions be unimpeded by others", or "the basic claim to territories, personal preserves, rights to non-distraction--i.e. the freedom of action and freedom from imposition".〔Brown, Penelope and Stephen C. Levinson. 1987. Politeness: Some universals in language usage. Cambridge: Cambridge University Press. ISBN 978-0-521-31355-1〕 Ten years later, Brown characterized positive face by desires to be liked, admired, ratified, and related to positively, noting that one would threaten positive face by ignoring someone. At the same time, she characterized negative face by the desire not to be imposed upon, noting that negative face could be impinged upon by imposing on someone.〔Coates, Jennifer. 1998. Language and Gender: A Reader. Wiley-Blackwell. ISBN 978-0-631-19595-5〕 Positive Face refers to one's self-esteem, while negative face refers to one's freedom to act.〔Foley, William. 1997. Anthropological Linguistics: An introduction. Blackwell. ISBN 978-0-631-15122-7〕 The two aspects of face are the basic wants in any social interaction, and so during any social interaction, cooperation is needed amongst the participants to maintain each other's face.〔
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