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September 22nd
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Questions about CCA Paper?
Lecture 3: Culture
Homework: Introduction to Sociology: Chapter 16 (only
pages 520-526) Outline of research paper and source list due
on Wednesday
Lecture Three
What Makes Us Social Beings?
A Sociology of Culture
What is Culture?
Culture is the lens through which we see the world Gives shape and meaning to our daily lives
Analogy: a computer The hardware – social structure The software - culture
Culture is a social process
Shared
Learned
Taken for granted
Symbolic
Varies across time and place
Material and Non-material Culture Material Culture
First indicators of cultural differences
Non-material culture Beliefs – the truth of it all Values – the right and wrong Norms – the rules Rituals – practice and reaffirmation Language – the heart of it all
Common Culture, Shared Variations Dominant culture
Cultural form that receives the most support in society and constitutes the major belief system
Sub-cultures Values and norms of behavior differ
Counter-cultures Reaction to the dominant culture
Consumer Culture
The dominant culture in American society today is the consumer culture Define ourselves in terms of goods we purchase
Consumer culture both unifies us – we all participate – and differentiates us from one another Sub-cultures (and counter-cultures?) are reflected
in our visible consumption
The Functions of Consumption In a consumer society consumption has both
manifest and latent functions Manifest: intended or expressed outcome Latent: unintended or unexpressed outcome
Veblen: “conspicuous consumption is…a heightening or reaffirmation of social status.” Reference groups: groups that provide the
standard
What are the Manifest and Latent Functions of … Cadillac Escalade SUV
Chanel Lipstick
Apple iPod
Look at the advertisement that your groups has been given… What reference group is the add trying to appeal to? How?
What is the manifest function of the product? Does the advertisement focus on this function? How?
What latent functions does the advertisement associate with the product? How does the advertisement present this function?
Does the advertisement focus more on the manifest function or the latent (symbolic) function? Why do you think?
Role of Mass Media
Mass Media plays a central role in the consumer culture Increases the symbolic value of “Brands” Stretches our reference groups
How much influence? Adults see an average of 2000 advertisements a day Children see an average of 40,000 commercials a year We use 6.5 hours of mass media a day
Marketing Culture Mass media shapes the public sphere and
directs cultural flows in our modern society “Culture Industries” : The Big Ten
With the Internet, Satellite TV, radio, and film, cultural practices are not longer fixed to locality Speed up of cultural flows Unified global market of consumers
Cultural Globalization
Two contradictory processes emerge1. Homogenization
1. Spread of Anglo-American values
2. Consumer Culture
2. Differentiation 1. Glocalization: new cultural forms emerge that have both
global and local characteristics
So What?
Do you think cultural globalization is a good thing or a bad thing? Why?
Do you think the cultural exchange through global mass media is even?