A 1978 theory of politeness based on the concept of "face" (public self-image) and proposed at the time as comprehensive and universal, is examined in the context of more recent research. The theory holds that everyone has both negative and positive face, both of which are threatened by another at times, and that individuals will choose from among five politeness strategies to use before performing a face-threatening act. People from different cultures will implement politeness strategies according to the ethos of their particular cultures, and one or more strategy(ies) will be prevalent. Criticisms of the theory made by researchers are discussed, including perceived flaws in the proposed bases for individuals' selection of strategies (rights and obligations) and refutation of the notion that each individual has both positive and negative face. It is argued that new definitions (in particular, for the notions of discernment and volition) and concepts (relative face orientation) must now be incorporated into politeness theory. Contains seven references. (MSE)