The function of a behavior is determined by its consequences. If we can determine the function of a behavior, we are then able to predict the occurrence of that behavior and possibly control that behavior. For example, if we determine that the function of a behavior is 'getting attention', then we can simply stop providing attention as a result of that behavior. We can also provide attention contingent upon other, more desirable behaviors, and this should lead to an increase in those behaviors. Note that the entire system is predicated on the belief that consequences control behavior and that they can be identified.
Reinforcement is the technical term used for consequences of responses.
This is tough because one of the definitions of positive and negative is 'good' and 'bad'. You will have to work hard at not using these terms in this way when it comes to talking about reinforcement and punishment. You don't reinforce or punish a person . Rather, you reinforce or punish particular behaviors. Looking up at the TV' will only lead to 'seeing new numbers' after every 10 minutes.