The effort someone puts into managing how others perceive them, or in sociology, the strategic actions people take to maintain their social image and dignity.
Compound of 'face' (social image or reputation) and 'work' (effort). Popularized by sociologist Erving Goffman in the 1950s to describe impression management in social interactions.
Goffman's concept of 'facework' explains why people act differently at school, at home, and with friends—we're constantly performing versions of ourselves to maintain our social standing!
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