Impression management is a term used by sociologist Erving Goffman to refer to the conscious or unconscious altering of the presentation of the self in order to create distinctive appearances and satisfy particular audiences in social interactions. Individuals engage in impression management to control how others perceive them and to project a desired image or definition of the situation. This involves strategically using language, nonverbal cues, behaviour, and props to convey a particular identity or role. Goffman's dramaturgical approach views social life as a performance, and impression management is a key aspect of this performance, as individuals strive to present a "face" that is appropriate to the social context and that will be accepted by others. The goal of impression management can be to gain approval, build trust, assert authority, or achieve other social objectives.