“…Users' variable evaluations of these categories, the negotiation of identities, positions and stances enacted in situated contexts were put under the spotlight. Politeness theory of this kind (Watts 1989(Watts , 1992Watts et al 1992;Eelen 2001), opened up new avenues of investigation such as the discursive nature of politeness (Watts above and 2003;Locher 2004Locher , 2006Locher , 2008Watts 2005, 2008;Mills 2011) and the strategic nature of honorific usage (Pizziconi 2003;Cook 1998Cook , 2013, the pro-social character of polite behaviour (Sifianou 1992) as well as deliberately confrontational impolite behaviour (Culpeper 1996(Culpeper , 2011Culpeper, Bousfield and Wichmann 2003;Locher and Bousfield 2008;Bousfield , 2010. These trends also showed many synergies and the contributions of different disciplinary traditions, from theories of identity to social cognition, conversation analysis, interactional sociolinguistics, and others (see Locher 2012 for a review).…”