Face Negotiation Theory explains how individuals in individualistic and collectivistic cultures negotiate face (self-image) during conflicts. It assumes that identity is negotiated differently across cultures, conflict management is mediated by face and culture, and certain actions can threaten one's presented face. Facework refers to verbal and nonverbal strategies used to maintain, defend, or improve one's own and others' face. Case studies demonstrate how individuals use politeness strategies like tact, solidarity and approbation facework.