We could choose not to follow a maxim, but that such a choice would be conscious and have an intended consequence, such as violating, opting out, dealing with a clash, or flouting a maxim
When we talk, we adjust our speech to 'accommodate' the person we are addressing, which may result in convergence (moving our style of speech closer to the other person) or divergence (moving our style of speech further apart)
An act that damages the face of the hearer (or the speaker) by acting in opposition to the wants and desires of the other, e.g. insults, disrespect, interrupting, raising sensitive topics
The public self-image that every member [of society] wants to claim for himself, consisting of two related aspects: negative face (the basic claim to freedom of action and freedom from imposition) and positive face (the positive consistent self-image or 'personality' including the desire that this self-image be appreciated and approved of)
The face used when talking to people in authority or strangers, where we often have planned what we will say beforehand and would be very careful with our choice of words
The face used when talking to wider friends, extended family and associates, where we are still quite relaxed but not completely, and would take care with some words