Brown and Levinson: positive and negative face

The linguists Brown and Gevinson put forward some ideas about politeness. They identify what the term positive and negative face needs.

Positive face needs refers to the assumption that we want to be liked and approved in our dealings with others. As a result of positive face needs, we use positive politeness strategies. Brown and Levinson suggested these might include:

• Paying attention
• seeking agreement (safe topics)
• pretend agreement (white lies, hedges)
• use humour
• use appropriate address terms
• compliments

Negative face needs refers to the assumption that we deal with difficult conversational strategies in a tactful way. As a result of negative face needs, we use negative politeness strategies. Brown and Levinson suggest these might include:

• Being indirect
• questioning and hedging
• being apologetic 
• giving deference (reducing your own status)