The Decline in Shared Collective Conscience as Found in the Shifting Norms and Values of Etiquette Manuals

In this article we address Emile Durkheim's theory that norms and values become more generalized and abstract in a society as it becomes more complex and differentiated. To test Durkheim's theory we examine etiquette manualsthe common texts that define normative manners and morals in American society. We perform a deductive content analysis on past and present etiquette manuals to understand what changes have occurred regarding shifting behavioral norms and values over time. Our findings suggest that a change has occurred in the presentation and language of contemporary etiquette manuals, reflecting a greater change in the normative order. We findas Durkheim would expectthat three main shifts have occurred: a shift from specific to general expectations for behavior in social settings, a shift from demanding to more suggestive rules of behavior in social situations, and a weakening in the severity of sanctions for breaches of etiquette.