The concept addresses the communicative strategies individuals employ to maintain their own dignity, honor, and social standing, as well as to uphold the dignity of others in interactions. These strategies are activated when individuals perceive that their actions or the actions of others could potentially lead to embarrassment or a loss of respect in a social encounter. For example, if someone accidentally spills a drink at a formal dinner, others might engage in strategies such as offering assistance, downplaying the event, or making lighthearted comments to mitigate any potential feelings of shame or awkwardness on the part of the person who spilled the drink.
The value of this sociological construct lies in its illumination of how social order is negotiated and maintained in everyday interactions. It highlights the active role individuals play in co-creating a shared sense of propriety and avoiding disruptions to established social norms. Understanding this framework provides insight into diverse social phenomena, from workplace dynamics to conflict resolution, by demonstrating how participants navigate potential threats to their presented selves and social harmony. The framework builds upon earlier theoretical contributions regarding self-presentation and interaction rituals.