 Display rules expressing a group's general consensus about the display of feeling often involve minimising the amount of emotion one displays, as with a poker face.Social interchanges involving minor infringements often end with the 'victim' minimising the offence with a comment like 'Think nothing of it', using so-called 'reduction words', such as 'no big deal,' 'only a little,' 'merely,' or 'just', the latter particularly useful in denying intent.On a wider scale, renaming things in a more benign or neutral form—'collateral damage' for death—is a form of minimisation.