Cordial man
The cordial man is a sociological concept developed by Brazilian historian and sociologist Sérgio Buarque de Holanda in his book Raízes do Brasil, first published in 1936.
Definition
According to Holanda, cordiality is the unique Brazilian tendency to establish intimacy and reject acts of conventionalism and social formality. In practice, cordiality models social relations under the model of a family, with the consequence of considering society's private and public spheres as parts of a single level.The concept was further explored in the book's third edition, released twenty years after the first, with Holanda stating that cordiality incentivized Brazilians see the State as a second home, filled with family members and friends, creating a patrimonial society.