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Influential in this new discourse was a series of essays on the nature of politeness in a commercial society, penned by the philosopher Lord Shaftesbury in the early 18th century.
Shaftesbury defined politeness as the art of being pleasing in company. Periodicals, such as The Spectator, founded as a daily publication by Joseph Addison and Richard Steele in 1711, gave regular advice to its readers on how to conform to the etiquette required of a polite gentleman.
Its stated goal was "to enliven morality with wit, and to temper wit with morality...to bring philosophy out of the closets and libraries, schools and colleges, to dwell in clubs and assemblies, at tea- tables and coffeehouses" It provided its readers with educated, topical talking points, and advice in how to carry on conversations and social interactions in a polite manner.
The allied notion of 'civility' refeming to a desired social interaction which valued sober and reasoned debate on matters of interest also became an important quality for the polite classes.