This study comes as a sequel to other two papers published in this journal in 2010 and 2012 being part of a larger research that approaches business communication from the perspective of Goffman’s theory of the relational dimension of meaning. The paper starts from the premise that meaning is generated within the context of each specific interaction, as a result of a culturally determined process of framing, during which inherited patterns of thought and behavior establish well defined positions from which the interlocutors perceive and respond to one another. It also aims at further analyzing the process of keying by identifying the paradigm shifts that individualize business encounters according to gender, age, and race cues, as well as the communication malfunctions induced by keying errors (misunderstandings, conflict and discrimination).