Goffman, Erving 'on Face-work'
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Face-work theory, discursive enunciate; Every person lives in a world of social encounters, involving him either in face-to-face or mediated contact with other participants. In each of these contacts, he tends to act out what is sometimes called a line-that is, a pattern of verbal and nonverbal acts by wich he expresses his view of the situation an through this his evaluation of the participants, especially himself.