Chapter 3:

1. Chapter 3: Culture

2. Life Application Journal • Using the concepts from page 70-71, describe how you think Moroccan culture might change or stay the same in the next 20 years. How will the cultural changes affect your professional and personal life?

3. What to Expect in This Chapter... • What is Culture? • Components of Culture • Material Culture • Non-Material Culture • Culture and Adaptation • Subcultures • Cultural Universals

4. What is Culture? Culture is “...all that human beings learn to do, to use, to produce, to know, and to believe as they grow to maturity and live out their lives in the social groups to which they belong.”

5. Human beings are biological creatures with biological needs Humans differ from most other animals, however, in the basis for our behavior Animal behavior is based largely on instincts which are universal for a given species Human behavior is learned in interaction with culture, and is thus highly variable Culture and Biology

6. Culture Shock, Ethnocentrism and Cultural Relativism • Culture shock refers to the difficulty that people have when they encounter cultures very different from their own • Our tendency is to make value judgments on the basis of our own customs, a practice called ethnocentrism • Sociologists strive toward cultural relativism when studying other cultures—understanding these cultures on their own terms

7. Components of Culture Material Culture Non-Material Culture Norms Language Signs and Symbols Values

8. Material Culture • Material Culture consists of all things humans make and use • American society places great importance on science and technology Click on the American Memory logo for photos and other features of American material culture

9. Non-Material Culture • Non-Material Culture consists of non-tangible human creations, including knowledge beliefs, values and rules for behavior • The statue of liberty, for example, while a material artifact, symbolizes the value that Americans place on freedom

10. Norms • Norms are standards of expected behavior • Norms are relative: • Across time • Across societies • Across Situations

11. Some Important Distinctions Among Norms

12. Values and Cognitive Culture • Values are the general orientations toward life—its notions of what is good or bad, pleasurable or painful, etc. • Values are part of cognitive culture, which refers to the “thinking” component of culture such as beliefs and knowledge as well as values

13. Language • Language allows to organize the world • It also allows us to communicate complex ideas with others • Language reflects cultural reality and what a culture considers important • Language also shapes our view of reality, an idea known as the Sapir-Whorf Hypothesis

14. Symbols • A symbol is anything that represents something other than itself • The meanings of symbols are arbitrary, in that meaning is not inherent to the symbol • The meanings of symbols are shared by a substantial number of people in a given culture Anyone know what this symbol from the 1960’srepresents?

15. More Symbols... Identify and discuss the possible meanings of the following symbols

16. Culture and Adaptation • Culture is the primary means by which humans adapt to the challenges of their environment • Adaptation refers simply to the process by which humans adjust to their environment. It takes to forms: • Specialization involves developing ways that work well in a particular environment • Generalized adaptability involves more complicated yet more flexible ways of doing things

17. Mechanisms of Cultural Change • Cultural change takes place through two primary processes: • Innovation—involves new practices or tools either through discovery or invention • Diffusion—involves the movement of cultural practices or tools from one culture to another. When this occurs, these practices or tools are usually reformulated—modified to better fit the new culture.

18. Cultural Lag • Cultural Lag is a term coined by William Ogburn to refer to the tendency for certain aspects of culture to change more quickly than others, often causing conflict • Material culture tends to change more rapidly than non-material culture We have the technology to prolong life almost indefinitely, but have not been able to clearly articulate an appropriate system of ethics for “when to pull the plug”

19. Subcultures Subculture of Drug Users • Subcultures consist of certain segments of the population who share certain beliefs, lifestyles, values and norms which are distinctive from the population. • The notion of subculture does not suggest an inferior culture—rather, that it is a distinctive culture within a larger culture AmericanCulture Relationship between culture and subculture

20. Types of Subcultures Ethnic Subcultures Occupational Subcultures Religious Subcultures Political Subcultures Geographic Subcultures Social Class Subcultures Deviant Subcultures

21. Cultural Universals • Cultural Universals refer to cultural features that are found in all cultures • Anthropologists have identified several cultural universals, including • A division of labor—the division of tasks among members of a population • An incest taboo—prohibition against sexual relations with family members • Rites of passage—rituals marking major life transitions • Ideologies—belief systems that unite the members of a culture