The globalization of negotiation, and the emergence of new companies operating in the international market, actualize the problems of studying national styles of negotiation. The subject of the theses is the specificity of negotiating Russian companies with companies from China and Iran, which is due to the development of Russia's economic cooperation with these countries. Despite the decline in Russian foreign trade and the devaluation of the ruble, trade with Asia grows, its share in the overall foreign trade turnover of the country is rapidly increase. The theoretical base of a research relies on works of such authors as G. Hofstede, F. Trompenaars, S. Ronen, R. Meade, E. Shane, M. Porter, F. Lyutens, E. Renan, O. Bauer, G. Le Bon, K.S. Aksakov, A.S. Homyakov, Yu.F. Samarin, B. Anderson, R. Brubeyker, I. Berlin, E. Balibar, E. Gellner, G. Kohn, E. Hobsbaum, G.D. Gachev, D.S. Likhachev, G.M. Andreyeva, O.A. Bayeva, V.L. Israelyan, E.Ya. Solovyov, R. Coen, J. Nirenberg, etc. Research objective is to define a role and value of national style as most important factor of negotiations on the example of China and Iran. Information base of a research are 6 indexes Hofstede across China and Iran of measurements of culture, statistical data for definition of the population of the countries and a share of the agrarian population of China, data on the Uralmekhanobr company: the balance sheet for the analysis of activity of the company for 2015 and 2016 given deep interviews of staff of the company. Main results of the theses are: classification of formal and substantial characteristics of business negotiations is given; the common and distinctive features inherent in these cultures are revealed; recommendations about behavior are made during business negotiations with partners of China and Iran; the hypothesis of the importance of cross-cultural factors for success of negotiations and financial results of activity of the company is confirmed. / Глобализация переговорных процессов, появление новых компаний, действующих на международном рынке – всё это актуализирует проблематику изучения национальных стилей ведения переговоров. Предмет исследования –особенности ведения переговоров российских компаний с компаниями из Китая и Ирана, что обусловлено развитием экономического сотрудничества России с этими странами. Несмотря на спад российской внешней торговли и девальвацию рубля, торговля с Азией растет, быстро увеличивается ее доля в общем внешнеторговом обороте страны. Теоретическая база исследования опирается на работы таких авторов, как Г. Хофстеде, Ф. Тромпенаарс, С. Ронен, Р. Мид, Э. Шейн, М. Портер, Ф. Лютенс, Э. Ренан, О. Бауэр, Г. Лебон, К.С. Аксаков, А.С. Хомяков, Ю.Ф. Самарин, Б. Андерсон, Р. Брубейкер, И. Берлин, Э. Балибар, Э. Геллнер, Г. Кон, Э. Хобсбаум, Г.Д. Гачев, Д.С. Лихачев, Г.М. Андреева, О.А. Баева, В.Л. Исраэлян, Э.Я. Соловьев, Р. Коэн, Дж. Ниренберг и др. Цель исследования: определить роль и значение национального стиля как важнейшего фактора переговоров на примере Китая и Ирана. Информационной базой исследования являются 6 индексов Хофстеде по Китаю и Ирану измерений культуры, статистические данные для определения населения стран и доли аграрного населения Китая, данные по компании «Уралмеханобр»: бухгалтерский баланс для анализа деятельности компании за 2015 и 2016 гг., данные глубинных интервью сотрудников компании. Основные результаты работы: дана классификация формальных и содержа-тельных характеристик деловых переговоров; выявлены общие и отличительные черты, присущие данным культурам; составлены рекомендации по поведению во время деловых переговоров с партнерами из Китая и Ирана; подтверждена гипотеза о значимости кросс-культурных факторов для успеха переговоров и финансовых результатов деятельности компании.

В диссертационном исследовании осуществлен анализ англоязычных текстов документов международных организаций с точки зрения структурных, лексико-семантических, функционально-стилистических и дискурсных особенностей, что дало возможность определить документы международных организаций как вид политического текста в системе международно-правовых документов и межкультурной коммуникации. В процессе работы над исследованием автором усовершенствовано определение коммуникативного процесса через призму расширения участников коммуникации и ее трактовки не с позиции персонального актора, а относительно деятельности коллективных акторов в виде государств-участников коммуникативного процесса, целью которого является заключение международной сделки. Автором проведен анализ соотношения текста-дискурса через призму документов международных организаций и установлены взаимообусловленность и взаимозависимость этих элементов, – охарактеризовано употребление специальной лексики в текстах документов международных организаций и определена частотность употребления названий документов в зависимости от конкретных исторических обстоятельств. По итогам проведенного исследования автором было установлено, что: тексты документов международных организаций по своему содержанию являются политическими текстами, а по форме – документами дипломатично-регламентационного характера, являющимися одновременно результатом и средством воплощения политической воли государств для совместного решения проблем международных отношений, так как они создаются в результате политической коммуникации государств и других международных отношений и являются декларацией целей и механизмов деятельности институтов международного сотрудничества. Таким образом, в результате исследования было определено, что тексты документов международных организаций, как цельные единицы характерны для высокого уровня реализации текстовых категорий связности, целостности, информативности и завершенности. / The dissertation research analyzes the English-language texts of documents of international organizations from the point of view of structural, lexical-semantic, functional-stylistic and discourse features, which made it possible to define documents of international organizations as a type of political text in the system of international legal documents and intercultural communication. In the process of working on the study, the author improved the definition of the communication process through the prism of expanding the participants in communication and its interpretation not from the position of a personal actor, but in relation to the activities of collective actors in the form of states participating in the communication process, the purpose of which is to conclude an international deal. The author analyzed the correlation of text-discourse through the prism of documents of international organizations and established the interdependence and interdependence of these elements, characterized the use of special vocabulary in the texts of documents of international organizations and determined the frequency of use of document names depending on specific historical circumstances. Based on the results of the study, the author found that: the texts of documents of international organizations are political texts in their content, and in form they are documents of a diplomatic and regulatory nature, which are both the result and means of embodying the political will of states to jointly solve the problems of international relations, since they are created as a result of political communication of states and other international relations and are a declaration of the goals and mechanisms of the activities of institutions of international cooperation. Thus, as a result of the study, it was determined that the texts of documents of international organizations, as integral units, are characteristic of a high level of implementation of textual categories of coherence, integrity, informativeness and completeness.

A travers cette thèse, nous avons saisi des expériences féminines qui sont à l’oeuvre dans la société sénégalaise. De telles expériences qui sont souvent perçues comme « transgressives » par les figures de l’autorité masculine sénégalaise (acteurs religieux et entrepreneurs moraux par exemple) permettent de mettre à jour un Sénégal situédans les tensions d’une glocalisation. Nous avons analysé ce Sénégal comme le site d’une négociation entre ses principes visibles (vertu, morale, tolérance, tradition, etc) et des pratiques de femmes, qui n’ayant plus peur de sortir des canaux de socialisation, explorent de nouvelles subjectivités. Face à ces tensions, prime une culture del’ambivalence incarnée à la fois par les médias, les acteurs moraux et les figures étiquetées péjorativement. En d’autres termes, les médias sont souvent « créateurs » des visibilités « scandaleuses » et peuvent s’aligner derrière les acteurs moraux ou religieux pour défendre la vertu nationale ou l’image de la Sénégalaise. Pour les acteursmoraux, l’ambivalence se situe dans le fait qu’il existe un fossé entre leurs propres pratiques et les principes islamiques qu’ils incarnent et utilisent pour dénoncer des faits perçus comme « scandaleux ». Les figures « transgressives » mobilisent, quant à elles, une identification se référant aux identités religieuses et aux imaginaires sociaux pour ne pas trop s’écarter des cadres normatifs. Toutes ces ambivalences traduisent in fine l’ambivalence d’une société se définissant comme pieuse, vertueuse et « traditionnelle » mais qui est sans cesse débordée par les pratiques d’une jeunesse au diapason d’un monde globalisé. / This doctoral dissertation is an account of current female experiences I observed in Senegalese society. These experiences, often perceived as « transgressive» by Senegalese male authorities, namely religious and other moral guides, allow us to uncover a Senegalese society faced with the pressures of glocalization. Senegalese society is trying to negociate a balance between the preservation of fundamental principles (virtue, morality, tolerance, tradition, etc) and certain behaviours and life styles of women who are no longer afraid to free themselves from established socialization channels and explore new subjectivities. Faced with these tensions, a culture of contradictions is dominant as embodied through various networks namely the media, moral figures, and the female actors labelled negatively. In other words, the media is often the creator of scandalous characters and may support moral and religious figures in their defense of virtue, the country’s moral status, and the image of the Senegalese woman. For moral figures, the contradictions are marked by the fact that there is a big gap between their own practices and the Islamic principles they embody and use to speak against facts they perceive as scandalous. As for the « transgressive » actors, they find ways to relate to religious identities and social imaginaries so as not to distance themselves too much from social norms. All these tensions reflect the contradictions of a society that defines itself as « pious », « virtuous », and «traditional », but that is constantly overwhelmed by the practices of a younger generation in tune with a globalized world.

The thesis deals with the etiquette within social media and social network sites as a part of network media. First section focuses on the phenomenon of etiquette in historical context and deals with associated terms such as courtesy and politeness. Second part deals with documents concerning so called netiquette - network etiquette. Finally the third part focuses on the etiquette within social network sites (SNS). The paper analyses three SNS - Facebook, Twitter and LinkedIn and their official rules concerning appropriate user behaviour. Furthermore there are also unofficial rules created by users, enthusiasts, bloggers and journalists defined in the paper. Last part focuses on some phenomena that are significantly related to the topic of social media etiquette. The finding of the thesis shows that there are certain SNS etiquette rules and suggestions that are repetitive. It was also discovered that there is lack of uniform official etiquette rules within the SNS whereas the membership of users plays an important role in shaping those rules, advice and suggestions.

The preoperational stage of a new venture is characterized by concept definition, idea enhancement, and strategy formulation. Entrepreneurs consult advisors in knowledge sharing activities. Trust is dominant in these entrepreneur-advisor relationships as entrepreneurs rely on an advisor's judgment to keep venture ideas away from competitors. However, the relationships between trust, knowledge sharing, and knowledge security during the preoperational stage of a new high-tech venture are not directly examined in many research studies. Concerning types of trust, McAllister (1995) defines two types of interpersonal trust: affective trust, which develops from emotional bonds between individuals, and calculative trust, which is based on an individual's level of competence and reliability. The present study applies McAllister's (1995) theory of types of trust to Kale, Singh, and Perlmutter (2000) findings to examine how trust relationships between entrepreneurs and advisors affect knowledge sharing and an entrepreneur's use of NDAs. This dissertation's research primary question is, "How does trust between an entrepreneur and advisors affect knowledge sharing and choices of knowledge security mechanisms during the preoperational stage of a new high-tech venture?" I used de Koning and Muzyka's (1999) classification of the entrepreneur's social context to define three advisor types: Close Friends, Business Associates, and Licensed Professionals. Linking these types with literature on trust and knowledge, I hypothesize seven relationships dealing with trust, knowledge sharing, and knowledge security. I used structured and non-structured interview formats to collect data on 143 entrepreneur/advisor relationships in South Florida. / The results confirmed that relationship length significantly contributed to affective trust and entrepreneurs were more likely to share knowledge with Business Associates than with Close Friends or Licen found t o be the dominant form of trust driving knowledge sharing but affective trust was not significantly found to impact the use of NDAs. Entrepreneurs expected all advisor types to be competent, experienced, and skilled, reporting nonsignificant differences in calculative trust across advisor types. I did not find the use of NDAs to be associated with any particular advisor type. Rather, NDAs were seldom used during the preoperational stage for reasons such as the entrepreneurs' desires to maintain positive relationships with advisors, along with their reliance on a strong institutional background. / by Abiola Omoyeni Fanimokun. / Thesis (Ph.D.)--Florida Atlantic University, 2010. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2010. Mode of access: World Wide Web.

A presente tese discute a comunicação como fator dependente da interação e da cortesia linguísticas inseridas nos manuais de etiqueta, visando a identificar explícita e implicitamente as estratégias interacionais apresentadas por três autores, escolhi-dos como corpus, os quais compõem três guias de comportamento: 1)Marcelino por Claudia: o guia de boas maneiras de Marcelino de Carvalho interpretado por Claudia, de Claudia Matarazzo; 2)Etiqueta Século XXI: um guia prático de boas ma-neiras para os novos tempos, de Celia Ribeiro; 3)Sempre, às vezes, nunca: etiqueta e comportamento, de Fabio Arruda. Destes três manuais, foram escolhidas algu-mas partes que cabiam à análise proposta. A pesquisa busca embasamento nas perspectivas da Análise da Conversação (AC) e na Sociolinguística Interacional (SI). Essas bases possuem duas linhas dorsais, com estudos sobre interações e cor-tesia linguística. Dá-se ainda uma visão panorâmica dos três livros pertencentes ao corpus, com uma breve análise da variação linguística. Investiga-se também a utili-dade desses manuais na melhoria dos níveis de interação social. A análise dos mar-cadores de cortesia percorre os critérios de correção, atenuadores, modalizadores, formas de tratamento e situações de ameaça às faces, visando a encontrar respos-tas para os questionamentos da pesquisa. Quanto aos aspectos comportamentais da cortesia são pouco mencionados, exceto os que estão inseridos no contexto fala ou na intenção de fala. O estudo parte de um ponto de vista sobre a cortesia linguís-tica; teoria de ameaça às faces positiva e negativa, concentrando-se na linguagem de interesse social e na interação entre indivíduos ou grupos. / This thesis discusses communication as an interaction-dependent factor and linguis-tic politeness inserted in etiquette manuals, in order to explicit and implicitly identify the interactional strategies presented by three authors chosen as corpus, which is comprised of some parts chosen from three manuals of behavior: 1) Marcelino by Claudia: the guide to good manners by Marcelino de Carvalho interpreted by Clau-dia, by Claudia Matarazzo; 2) 21st Century Etiquette: a practical guide to good manners for modern times, by Celia Ribeiro; 3) Always, sometimes, never: etiquette and behavior, by Fabio Arruda. This research seeks to establish the bases for per-spectives in Conversation Analysis (CA) and in Interactional Sociolinguistics (IS). These theorical bases have two dorsal structures or chief ideas, with studies on lin-guistic interactions and politeness. It gives still a birds-eye view of the three books belonging to the corpus, with a brief analysis of linguistic variation. It also investigates the usefulness of these manuals in the improvement of social interaction levels. The analysis of politeness markers traverses the criteria for correction, attenuators, modalizations (a speakers attitude towards their own utterance), forms of treatment, and faces threatening acts (FTA), in order to find answers to the researchs posing questions. Behavioral aspects of courtesy are mentioned only when inserted into speech context or its intention. The study originates from a point of view about lin-guistic politeness; threatening theory on positive and negative faces, focusing on the language of social interest, with the purpose of continuity of interaction between indi-viduals or groups.

<p>Background: Etiquette has become vital in business relationships. In today’s competitive business climate signs indicate that social competence affect whether a business deal is settled or not. This type of competence could be of crucial importance at a first business meeting and it also plays an important role for future business relationships. Business etiquette is therefore, within the world of business, an interesting area to study.</p><p>Purpose: The purpose of this essay is to clarify what knowledge and understanding companies, listed on the Swedish stock exchange, possess towards business etiquette, their viewpoint on etiquette education and finally to ascertain whether or not those companies perceive business etiquette to be pivotal to success.</p><p>Methodology: In order to attain our purpose of this essay we found it most suitable to utilize both a quantitative and qualitative research method. To obtain a deeper understanding, two personal interviews, with professionals within the field of business etiquette, were carried out. A questionnaire was sent out to 100 companies and four personal interviews, with representatives from two different banks, were also conducted.</p><p>Conclusions: We have come to the conclusion that many business deals fail due to lack of appropriate etiquette. According to the respondents, business etiquette could be a suitable tool to achieve success in business. Our analysis shows that business etiquette is a collection of rules where common sense, judgment, humility and respect are important aspects that should pervade conduct toward colleagues and customers. According to our survey, the customer is imperative in business relations and the employees should therefore perform situational in accordance to the customer’s expectations. A conclusion could be drawn that if a company succeeds in offering the customer greater value, in comparison with its competitors, it will give the company a competitive advantage and result in profitability.</p> / <p>Bakgrund: Vett och etikett blir alltmer betydande i affärer. I dagens konkurrenskraftiga företagsklimat tyder allt fler tecken på att social kompetens kan påverka om ett affärsavtal sluts eller inte. Denna typ av kompetens kan vara helt avgörande vid ett första affärsmöte och även återspegla framtida affärsrelationer. Affärsetikett är alltså ett viktigt område i näringslivet, och därför intressant att studera.</p><p>Syfte: Syftet med denna studie är att studera svenska börsbolags kunskap om affärsetikett och deras ställningstagande till utbildning i ämnet. Slutligen vill vi ta reda på om företagen ser affärsetikett som en framgångsfaktor i affärer.</p><p>Metod: För att uppnå vårt syfte valde vi att kombinera en kvantitativ med en kvalitativ ansats. För att öka vår förförståelse utfördes först två djupintervjuer med kunniga i ämnet. En enkät skickades sedan ut till 100 stycken börsbolag och ytterligare fyra personliga intervjuer genomfördes med två svenska banker.</p><p>Slutsatser: Vi har kunnat konstatera att alltför många affärer misslyckas på grund av dålig etikettkunskap. Enligt respondenterna kommer affärsetiketten in som ett lämpligt verktyg för framgång i affärer. Undersökningen visar på att affärsetikett utgör ett regelverk där sunt förnuft, omdöme, ödmjukhet och respekt är viktiga aspekter, som ska genomsyra uppförandet gentemot kollega och kund. Vidare har det framkommit att kunden är det centrala i affärsrelationer och personalens agerande bör därför situationsanpassas efter kundens förväntningar. Slutsatsen som kan dras är att om en organisation lyckas erbjuda kunden ett större värde, jämfört med konkurrenterna, kommer detta ge företaget konkurrensfördel som i längden utmynnar i lönsamhet.</p>

Through the triple changes which include the variation in society, time and space, the intelligentsia in Wei and Jin Dynasties came to a realization that life is capricious. They combined the thought of Tze-Shi (carefree and footloose) and Gui-wuo (emphasize the unique value of oneself) together with the tolerance of physical desire and worship of nature to develop two theories: Zhong-shen (consider body as the foundation of all) and Le Sheng (carpe diem/seize the day), which remain the keynote of the viewpoint towards body in Wei and Jin Dynasties. Wei and Jin Dynasties followed the theory of Chi-transformation in Han Dynasty, as well as the idea that form and spirit are one, and develop a complete viewpoint towards body which interprets body and mind as one unity. The Chi flows in the body and becomes the medium of body and mind, then goes outward to the relation between body and nature; human body itself forms a complete micro system, which, through the flow of emotion and Chi, echoes or responds with the macro system of nature. The intelligentsia in Wei and Jin Dynasties considered etiquette and music as the embodiment of nature and human body as the territory where culture and nature are embodied. Kuo-Shian interpreted the relation between body, etiquette and music with the theory of Shi-Jai-Ti-Chung (ease and comfort within the body). Etiquette and music was made in a situation in which ¡§ease and comfort¡¨ are in harmony with body and also communicate with the heaven, earth and man in a way that ¡§ease and comfort¡¨ harmonize with the nature, and brings heaven, earth and man in concordance. When etiquette fails to bring ¡§ease and comfort¡¨ to the body, the intelligentsia used body as a tool to fight against the rigid etiquette, in order to arouse introspection over Li-Yuan-Zen-Ching (etiquette should be made with human beings as the first consideration, and eschews rigidity or affectation), and at the meantime brings reformation and feedback to the society. The intelligentsia¡¦s rising consciousness of selfhood and body makes the relation between body and society an active instead of a passive one. The intelligentsia, while perceiving the change of society and understanding the fact that human nature is unalterable, were contented to remain the status as Chung-Zen (mediocrity, people who are between genius and fools), and pursuit the fulfillment of their dreams as well as the feeling of carefree. Those intelligentsia emphasized the value of themselves and preferred to be themselves while understanding completely the truth and limitation of life, and they responded changes of the society and time with the idea of Shi-Shin-An-Min (follow and accept your own nature, be contented).

Background: Etiquette has become vital in business relationships. In today’s competitive business climate signs indicate that social competence affect whether a business deal is settled or not. This type of competence could be of crucial importance at a first business meeting and it also plays an important role for future business relationships. Business etiquette is therefore, within the world of business, an interesting area to study. Purpose: The purpose of this essay is to clarify what knowledge and understanding companies, listed on the Swedish stock exchange, possess towards business etiquette, their viewpoint on etiquette education and finally to ascertain whether or not those companies perceive business etiquette to be pivotal to success. Methodology: In order to attain our purpose of this essay we found it most suitable to utilize both a quantitative and qualitative research method. To obtain a deeper understanding, two personal interviews, with professionals within the field of business etiquette, were carried out. A questionnaire was sent out to 100 companies and four personal interviews, with representatives from two different banks, were also conducted. Conclusions: We have come to the conclusion that many business deals fail due to lack of appropriate etiquette. According to the respondents, business etiquette could be a suitable tool to achieve success in business. Our analysis shows that business etiquette is a collection of rules where common sense, judgment, humility and respect are important aspects that should pervade conduct toward colleagues and customers. According to our survey, the customer is imperative in business relations and the employees should therefore perform situational in accordance to the customer’s expectations. A conclusion could be drawn that if a company succeeds in offering the customer greater value, in comparison with its competitors, it will give the company a competitive advantage and result in profitability. / Bakgrund: Vett och etikett blir alltmer betydande i affärer. I dagens konkurrenskraftiga företagsklimat tyder allt fler tecken på att social kompetens kan påverka om ett affärsavtal sluts eller inte. Denna typ av kompetens kan vara helt avgörande vid ett första affärsmöte och även återspegla framtida affärsrelationer. Affärsetikett är alltså ett viktigt område i näringslivet, och därför intressant att studera. Syfte: Syftet med denna studie är att studera svenska börsbolags kunskap om affärsetikett och deras ställningstagande till utbildning i ämnet. Slutligen vill vi ta reda på om företagen ser affärsetikett som en framgångsfaktor i affärer. Metod: För att uppnå vårt syfte valde vi att kombinera en kvantitativ med en kvalitativ ansats. För att öka vår förförståelse utfördes först två djupintervjuer med kunniga i ämnet. En enkät skickades sedan ut till 100 stycken börsbolag och ytterligare fyra personliga intervjuer genomfördes med två svenska banker. Slutsatser: Vi har kunnat konstatera att alltför många affärer misslyckas på grund av dålig etikettkunskap. Enligt respondenterna kommer affärsetiketten in som ett lämpligt verktyg för framgång i affärer. Undersökningen visar på att affärsetikett utgör ett regelverk där sunt förnuft, omdöme, ödmjukhet och respekt är viktiga aspekter, som ska genomsyra uppförandet gentemot kollega och kund. Vidare har det framkommit att kunden är det centrala i affärsrelationer och personalens agerande bör därför situationsanpassas efter kundens förväntningar. Slutsatsen som kan dras är att om en organisation lyckas erbjuda kunden ett större värde, jämfört med konkurrenterna, kommer detta ge företaget konkurrensfördel som i längden utmynnar i lönsamhet.

[pt] O presente estudo tem como objetivo investigar a trajetória da literatura de civilidade e dos manuais de etiqueta no Brasil, refletindo sobre aspectos centrais do contexto histórico e cultural em que estiveram inseridos. Utilizando o conceito de processo civilizador, de Norbert Elias, buscou-se compreender a conjuntura histórica que marcou a chegada deste tipo de literatura ao Brasil, especialmente sob a forma de manuais de etiqueta, como consequência da europeização dos costumes iniciada com a vinda da corte portuguesa para o Rio de Janeiro. Empreendeu-se uma análise dos discursos presentes em dois manuais de etiqueta: Novo Manual do Bom Tom (Verardi, [1857] 1900) e Guia de Boas Maneiras (Carvalho, [1961] 1966). Buscou-se traçar pontos de transformação e de permanências dos comportamentos nos dois manuais, enfocando aspectos da higiene, funções corporais, controle dos gestos e hábitos à mesa. A dissertação discute em que medida os discursos normativos trazidos pela literatura de civilidade podem ser vistos como reveladores das engrenagens do consumo e da sociedade moderna. / [en] This research aims to investigate the trajectory of the literature on civility and the manuals of etiquette in Brazil, reflecting upon core aspects of the histori-cal and cultural context in which they were placed. Using Norbert Elias s concept of civilizing process, it was sought to understand the historical context that marked the arrival of this type of literature in Brazil, especially in the form of eti-quette manuals, as a consequence of the Europeanization of customs initiated with the coming of the Portuguese Court to Rio de Janeiro. An analysis of the discourses present in two manuals of etiquette: New Manual of Good Taste (Verardi, [1857] 1900) and Guide of Good Manners (Carvalho, [1961] 1966) were undertaken. It was sought to draw points of transformation and permanence of the behaviors in the two manuals, focusing on aspects of hygiene, body functions, control of gestures and habits at the table. This work discusses how the normative discourses brought by the literature of civility may reveal the gears of the con-sumption and also the modern society.