Erving Goffman theorized social life as a kind of con game in which we work to control the impressions others have of us. What did Goffman call this process?

Erving Goffman referred to this process as "impression management." In his seminal work, particularly in "The Presentation of Self in Everyday Life," Goffman explored how individuals perform roles in social situations and manipulate their outward behaviors to create specific impressions in the minds of others. This concept emphasizes that social interaction is akin to a theatrical performance where individuals are like actors on a stage, adjusting their behavior and appearance according to the setting and audience.

Impression management involves a range of techniques individuals use to influence how they are perceived. These techniques can include controlling the information they disclose, manipulating their physical appearance, and employing verbal and non-verbal communication strategies to align with the expectations of their audience. By carefully managing their impressions, individuals aim to achieve desired social outcomes, such as acceptance, respect, or favoritism within social or professional contexts.