Essay from the year 2011 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, University of Birmingham (School of English), course: Language and Communication, language: English, abstract: The notion of face as the public self-image plays a major role in every culture. It shapes the character of a speaker as well as how he or she is perceived by others. Therefore, the cross-cultural analysis of face is a crucial field of study in every social science. In this essay, the importance of face in Politeness Theory will be discussed. It aims to show the development of the concept first defined by Goffman in 1967 to the further analysis by Brown and Levinson in 1978, which is influenced by Grice's Cooperative Principle and Austin's Speech Act Theory, as well as recent criticism and re-evaluation in post-modernism. Furthermore, the two concepts of positive and negative face will be discussed, which then leads to the devision of negative and positive politeness strategies. These negative and positive face-threatening acts (FTAs) are further subdivided into acts which damage the hearer's and acts which damage the speaker's face. In the next chapter, five strategies for doing face-threatening acts are closely analysed: positive politeness, negative politeness, off-record, bald-on-record and redressive on-record acts. A fifth category - do not do a FTA - is also included in this section as not communicating may also minimise or increase the danger for doing a face-threatening act. In the last chapter of this paper, the development of Politeness Theory and face over the last twenty-five years will be critically discussed and compared to Brown and Levinson's 'traditional' theory.