When discussing equivocation it is worth first considering the concepts of face-management and self-presentation. Face management originated with Erving Goffman who described it as “an image of self-delineated in terms of approved social attributes” (Goffman 1967:5). This concept has been adapted by Brown and Levinson to include two sides of face, positive and negative.
MPs sometimes have to eat humble pie and admit that they have made a mistake. In an earlier blog, I showed how Michael Gove MP used all his political rhetoric to make a historic U-turn on running for the Conservative leadership after David Cameron had stepped down. After coming third in the election for leader and some weeks later, he came up against Sky’s Adam Boulton who obviously took great pleasure in grilling him on his leadership failure.