In the video, Erving Goffman discusses the concept of impression management. This is the act of creating a desired impression on others. Goffman divides impression management into two categories: expressions and signs. Expression refers to the use of verbal language and body language to communicate an intended impression. Signs are expressions that are not controlled, intentional, and usually unintentional. Goffman explains that a front is any action or appearance that aims to create a desired impression.