ETHOS FROM BROWN E LEVINSON Universals in language use: Politeness phenomena (1978: 248):

Ethos”, in our sense, is a label for the quality of interaction characterizing groups, or social categories of persons, in a particular society [ ....] In some societies ethos is generally warm, easy-going, friendly; in others it is stiff, formal, deferential; in others it is characterized by displays of self-importance, bragging and showing off [ ....] ; in still others it is distant, hostile, suspicious”.