What is culture?
• Culture: set of values, norms, and behaviors
shared by a social group
• Values: ideals society holds above all others
(e.g., honesty, honor)
• Norms: basic rules of social conduct
© 2011 W. W. Norton Co., Inc.
1
An expanded notion of culture
• Key point: culture is learned, not instinctual
or inherited
• Ann Swidler (1986) described a “cultural
toolkit” from which we can choose the
appropriate tools—values, norms, practices—
for any social situation
© 2011 W. W. Norton Co., Inc.
2
Cultural variation
• Culture varies across and within societies
• Dominant values and norms change over time
• What is important and seemingly “normal” in
one society may not be in another
© 2011 W. W. Norton Co., Inc.
3
According to the informal norms of culture of the
mountainous Asian kingdom of Bhutan, people greet
each other by extending their tongues and hands
© 2011 W. W. Norton Co., Inc.
Establishing Norms
• Norms: established standards of behavior
• Formal norms: written down and involve
strict rules or punishment of violators
– Made into laws (“body of rules made by
government for society, interpreted by courts, and
backed by the power of the state”)
© 2011 W. W. Norton Co., Inc.
Establishing Norms
• Informal norms are generally understood but
are not widely written down and enforced
– Example: standards of proper dress
© 2011 W. W. Norton Co., Inc.
Types of Norms
• Folkways: informal norms governing
everyday behavior whose violation might
cause a dirty look, rolled eyes, or disapproving
comment
• Example: Walking up a “down” escalator in a
department store
© 2011 W. W. Norton Co., Inc.
Types of Norms
• Mores: formal norms deemed highly
necessary to the welfare of a society, often
because they embody the most cherished
principles of people
• Society demands obedience to its mores
• Examples: murder, child abuse
© 2011 W. W. Norton Co., Inc.
Sociologists Ian Robertson illustrated the difference between Folkways and
Mores: “A man who walks down a street wearing nothing on the upper half
of his body is violating a folkway; a man is wearing nothing on the lower half
of his body is violating one of mores“(1987)
© 2011 W. W. Norton Co., Inc.
Types of Norms
• Taboos: norms so deeply held that even the
thought of violating them upsets people
• Examples: cannibalism, incest
© 2011 W. W. Norton Co., Inc.
ACTIVITY: Analyzing Taboos
1. Make a list of the taboos and the cultures they
are from shown during the episode
2. What about each of these examples is
“Taboo”
3. How do these examples compare to “normal”
in the U.S.?
4. Why do you think we as humans have such a
strong reaction to actions that are considered
typical in other cultures?
© 2011 W. W. Norton Co., Inc.
11
What is society?
• Society: system of relationships between
people
• Consist of members that share some sense of
common identity
• Shared culture is important in holding a
society together
© 2011 W. W. Norton Co., Inc.
12
Cultural Diversity
• Studying diversity is very important for
sociologists; comparative research is common.
• Things to be aware of:
– Ethnocentrism—viewing one’s own culture as
normal and, oftentimes, superior
– Cultural relativism—judging other cultures based
on their own norms and standards
© 2011 W. W. Norton Co., Inc.
13
Activity: Cultural Relativity
• Read each of the cultural relativity examples
and decide if you believe each is either true or
false
© 2011 W. W. Norton Co., Inc.
14
ACTIVITY: Cultural Relativity
1. It is an extreme form of population control in
an area where land and food is scarce.
2. Eating someone in a religious ceremony
makes them part of you and they therefore
live on in you.
3. Extreme slimness is a sign of TB. A fat
woman was therefore a healthy, rich woman.
4. What better proof of wealth and power is
there than being able to throw things away?
© 2011 W. W. Norton Co., Inc.
15
Cultural Relativity Activity
5. It’s a form of population control. Food is
scarce, and older women are not therefore
needed for the survival of the tribe.
6. This was simple ignorance. All the
aboriginals were killed and it was a very
shameful story in history.
7. This is because they are possible a relative as
names are given in a strict rule according to
family and position
© 2011 W. W. Norton Co., Inc.
16
Cultural Relativity Activity
8. It proves he has the necessary hunting skills
to provide for a family.
9. Ancestors are seen as close to the Gods and
honored
10.This is a religious rule. Alcohol can be a
dangerous drug if over-consumed and some
religions view it as a sin to become drunk.
© 2011 W. W. Norton Co., Inc.
17
© 2011 W. W. Norton Co., Inc.
18
Subservience to Males?
© 2011 W. W. Norton Co., Inc.
Moral Depravity?
Xenocentrism
• Xenocentrism: belief that the products, styles,
or ideas of one’s society are inferior to those
that originate elsewhere
• Reverse of ethnocentrism
• Idea that French fashion or Japanese electronic
devices are superior to American products
© 2011 W. W. Norton Co., Inc.
Globalization and Culture
• No escape from globalization as a result of
technology
• Television, the “global economy,”
multinational corporations, and international
organizations, along with e-communication,
have changed the face of culture the world
over, leading to increased interdependence
© 2011 W. W. Norton Co., Inc.
21
Map 2.1 The Exploding Internet, 2008
Essentials Of Sociology, 3rd Edition
Copyright © 2011 W.W. Norton & Company
Response to Globalization
• Not everyone is happy with globalization
• Has been a rise of nationalism, tribalism, and
other forms of protest that is largely a rejection of
Western culture (often seen as Americanization)
• Part of the response has also been an emphasis on
the importance of local culture
© 2011 W. W. Norton Co., Inc.
23
“American Culture”
A value is a standard by which members of a
culture define what is desirable or undesirable
good or bad, beautiful and ugly. Values are broad
principles one finds in almost every aspect of life
In a system as large and diverse as that of the U.S.
finding a common set of values can be very
difficult
© 2011 W. W. Norton Co., Inc.
24
Cultural Universals
• Social institutions found in virtually all
societies are called cultural universals
– Language is one of the most significant cultural
universals
– Marriage
– Death Rites
– Birth Rites
– Art
© 2011 W. W. Norton Co., Inc.
25
ACTIVITY: Languages Spoken
• In this activity, analyze the languages spoken
in the U.S.
• Answer the four questions on the bottom
• Be prepared to discuss!
© 2011 W. W. Norton Co., Inc.
26
ACTIVITY
• In your notebook, list 10 values that you would
associate with American culture
© 2011 W. W. Norton Co., Inc.
27
“American Values”
1. Equal opportunities
2. Achievement and success
3. Activity and work
4. Efficiency and practicality
5. Progress
6. Science
7. Material comfort
8. Democracy
9. Freedom
10. Racism and group superiority
© 2011 W. W. Norton Co., Inc.
28
Cultural Diversity
• In diverse societies like the United States,
studies of assimilation and multiculturalism
are common
• Globalization has led to increased diversity in
most countries
© 2011 W. W. Norton Co., Inc.
29
Honor Killings
© 2011 W. W. Norton Co., Inc.
30