Face-work is a term used by sociologist Erving Goffman to refer to the efforts of people to maintain the proper image of themselves and others and to avoid embarrassment or social disruption in public or social interactions. Goffman argued that individuals are constantly engaged in presenting a particular "face" or social identity to others, and they actively work to maintain this face and to help others maintain theirs. Face-work involves various strategies, such as avoiding topics that might cause offense, offering apologies for social gaffes, and helping others to save face when they experience a social mishap. The goal of face-work is to ensure smooth social interaction and to uphold a shared sense of social order and respect among those present. It highlights the delicate and often unspoken rules that govern our interactions and the active role individuals play in managing social impressions.