The idea of translators positioning themselves in their translations, and being positioned by them, has been explored from various angles and using a range of terms and concepts. The concept of positioning was initially developed by linguists and social psychologists working in the area of conversation analysis. Positioning and footing are very similar concepts, with positioning more readily allowing the double perspective of self-positioning and being positioned by others. Positioning, then, happens during social interaction and is part of the dynamic of human relationships. It involves both an agent who positions himself or herself, and an observer who positions the agent. In applying the concept of positioning to translation, a basic assumption is that the translation is delivered to an audience by someone, and that the very fact of delivering it already allows an observer to make assumptions about the presenter. The positioning thus happens on two fronts simultaneously, aesthetic and moral.