Chapter 3 Learning Objectives
Module 1
Analyzing Culture
Types of Culture
Campus Culture
Learning Objectives
3.1.1: Discuss the types of culture.
3.1.2: Analyze the culture of your college or university
Summary of Learning Objectives
3.1.1 Discuss the types of culture.
Culture is the socially learned and shared ideas, behaviors and material components of a
society. The two different types of culture are the material/nonmaterial and ideal/real. An iPhone
and backpack are examples of material culture. Nonmaterial culture is represented by a
movement to consume less and lead a more sustainable lifestyle. Ideal culture is the ideals and
values that a society professes to believe, while real culture is the actual behavior of members of
society. For example, the ideal corporate culture is one that is characterized by a sense of
community, integrity, and a strong work ethic by employees. Within some corporations, real
culture is characterized by individualism, dishonesty, and getting by with the least amount of
work.
3.1.2: Analyze the culture of your college or university..
Often we take culture for granted and don’t stop to analyze the characteristics. There are distinct
cultural differences between 2-year community colleges and 4-year residential colleges.
Community colleges have more age and racial diversity and more first-generation and employed
students. The dorm life at residential universities represents a unique culture on campus as well
as sports and organizations.
Module 2
Structural Elements of Culture
Symbols and Language
Symbols
Language
Beliefs and Views
Beliefs
Values
Norms and Cultural Transmission
Norms
Cultural Transmission
Learning Objectives
3.2.1: Explain how symbols and language are key elements of culture and help form social
structure.
3.2.2: Describe how beliefs and values are key elements of culture and help form social structure.
3.2.3: Discuss how norms are key elements of culture and help form social structure.
Summary of Learning Objectives
3.2.1: Explain how symbols and language are key elements of culture and help form social
structure. Symbols are ideas and objects that have a shared meaning to groups of people.
Language is comprised of words and symbols used to communicate. Symbols develop shared
meanings within groups and form patterns resulting in the production of culture. The SapirWhorf theory states that language influences how we view the world around us. Language
pertaining to time uses metaphors related to money. Language related to the concept of argue
uses war metaphors. This consistent use of metaphorical language develops cultural patterns that
form social structures. Verbal language is integral to the formation of social identity and group
membership, and emphasizes diversity in society. Nonverbal language is not limited to gestures
and facial expressions. New modes include the use of social networking to communicate
through the use of photos within Instagram and symbols such as Twitter’s hash tag. Both verbal
and nonverbal languages are integral components of every culture and help form social structures
within societies.
3.2.2: Describe how beliefs and values are key elements of culture and help form social
structure.
Beliefs are ideas generally held to be true in society, such as religious and political beliefs.
Values are collective ideas about what is desirable and undesirable in society such as
achievement and success. Values are derived from beliefs and are deeply embedded in society,
which is why social structures do not normally change rapidly. For example, a new belief is
emerging regarding the need to take better care of our planet and people today, so that future
generations will have the same or better quality of life and standards of living as we do now.
This belief pertaining to sustainable development is associated with the values of personal
sacrifice and conservation. The values of self-fulfillment and consumption are being challenged
by this new belief in the importance of sustainability. As values change the social structures are
altered. Values are collective ideas about what is desirable and undesirable in society.
3.2.3: Discuss how norms are key elements of culture and help form social structure.
Norms are established guidelines and expectations of behavior. Folkways are norms that guide
us through our everyday behaviors such as what to wear, how to greet others, and manners at the
table. Mores are norms related to moral and ethical issues such as fidelity within a relationship
and the penalties are much harsher than folkways. Taboos pertain to norms that deal with
reprehensible behavior such as rape and incest. Laws are formal and legal rules enforced by the
state. Informal and formal sanctions are used to enforce these norms. Norms are integral in
maintaining culture and social structures. Traditional means of cultural transmission involved
the tribal oral storyteller. The role of the storyteller disappeared during the transition to
agricultural societies. It can be argued that television has replaced the storyteller as the primary
means of transmitting culture. Standardized messages are communicated via television that
influences language, beliefs, values and norms. These means of cultural transmission provide
constant and consistent reinforcement of the cultural elements within a society, thus reinforcing
the structures of society.
Module 3
The Development of Social Problems within Cultures
Cultural Beliefs in Practice
Subcultures: Amish Kids Gone Wild
Countercultures: Working towards Social Transformation
Learning Objectives
3.3.1: Explain the problems associated with dominate ideology and cultural imperialism.
3.3.2: Identify the social factors that distinguish a subculture group.
3.3.3: Describe the behavior associated with countercultures.
Summary of Learning Objectives
3.3.1: Explain the problems associated with dominate ideology and cultural imperialism.
Consumerism, or the constant need to acquire products and services, is an example of a dominate
ideology in American culture. Problems arise when people are unable to achieve the ideology
promoted by the society. The influence and power of one culture over another is known as
cultural imperialism. The global spread of companies like McDonalds and Coco Cola help
illustrate this concept. The recipients of cultural imperialism can become resentful of other
cultures when the intrusion results in the domination and elimination of their native culture.
3.3.2: Identify the social factors that distinguish a subculture group.
A subculture is made up of a group of people with common cultural characteristics. Examples of
subcultures discussed in the chapter include bikers, knitters, fans of Jazz music, and the Amish.
Subcultures can exist within subcultures as is the case of members of the Amish community who
use cellphones. The goal of a subculture is not to change the society, but to have the freedom to
live their culture without interference by the larger society.
3.3.3: Describe the behaviors associated with countercultures.
Countercultures are groups whose behaviors are in opposition to the larger society, and whose
goal is to change society in some way. Sometimes counterculture group members engage in
behavior that is seen as taboo in the society. Hate groups, the LGBTQIA community and
protesters in the Umbrella movement are all examples of countercultures because they want to
change the society in some significant way.
Module 4
Applying the Sociological Imagination: Experiencing Culture
Cultural Universals
Ethnocentrism
Cultural Relativism
Learning Objectives
3.4.1: Apply the sociological imagination to cultural universals
3.4.2: Illustrate the relationship between the sociological imagination and ethnocentrism.
3.4.3: Link the sociological imagination to cultural relativism.
Summary of Learning Objectives
3.4.1: Apply the sociological imagination to cultural universals. Cultural universals are the
elements of culture that exist in all societies. Examples include shelter, beliefs and language just
to name a few. Cultural universals are reinforced by what Durkheim called social facts. Social
facts are those aspects of culture that are external to us, but influence our thoughts and behaviors.
The sociological imagination can be used as a tool to help us view cultural universals and social
fact from the standpoint of both the individual and the larger society.
3.4.2: Illustrate the relationship between the sociological imagination and ethnocentrism.
Ethnocentrism involves using one cultures standard to judge that of another. People often view
their own culture in a positive light and another person’s culture in a negative light. By
analyzing food practices around the world we have an opportunity to consider why we think the
way we do about other people’s food choices in specific and culture in general.
3.4.3: Link the sociological imagination to cultural relativism.
Cultural relativism occurs when we judge another culture based on the standards of their culture
instead of our own. Examples include considering meat consumption from the standpoint of
affordability, availability and storage in various parts of the world. Cultural relativism affords us
the opportunity to go beyond our own perspective to see and better understand why people make
the choices they make in their own societies.
Module 5
Culture and Change
The Process of Change: Technology and Globalization
Cultural Diffusion and Cultural Lag
Cultural Leveling
Popular and High Culture
Learning Objective
3.5.1: Evaluate how cultural diffusion, cultural lag and cultural leveling are catalysts for social
change within culture and technology.
3.5.2: Demonstrate how popular culture and high culture change over time.
Summary of Learning Objectives
3.5.1: Evaluate how cultural diffusion, cultural lag and cultural leveling are catalysts for
social change within culture and technology.
Cultural diffusion, cultural lag, cultural leveling and technology all play a role in how culture
changes within a society. Cultural diffusion involves the spread of culture from one society to
another, and can include items like food. Cultural lag refers to the process in which nonmaterial
culture such as laws change at a slower pace than material culture as in the case of Pinterest or
sexting. Cultural leveling occurs when cultures become similar as a result of the media and
globalization as occurred with the spread of the soft drink Coca-Cola. Frequently, technology is
the catalyst for cultural change. Public policy and laws need to be routinely addressed so that
they keep pace with the rapid changes in technology and social mores.
3.5.2: Demonstrate how popular culture and high culture change over time.
Popular culture consists of those things consumed by the middle and working class that come
and go based on the whims of the masses. By comparison, high culture is made up of products,
good and services that are rare and only the wealthy can afford. Monster High dolls and Picasso
paintings are used to illustrate popular culture and high culture respectively. People that can
afford high culture can also afford popular culture, but not visa versa.