Theoretical Analysis of Culture A culture may be understood as a pattern of beliefs, values, meanings and customs shared by a group of people, often existing at an implicit or taken-for-granted level.

Structural functionalist analysis of Culture . Structural-functional theory proposes that culture functions as the structure in society that exists to meet human needs. This Photo by Unknown Author is licensed under CC BY-SA

For example, our culture gives our lives meaning and direction, giving us cues for what to do and how to live. It encourages us to work together to find resources to help us survive and to make connections with other people who provide care and comfort. This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-SA

Culture and Norms and Dominant Ideology Saudi Arabia lifts ban on women driving Change will be fully implemented by _____, royal decree from King Salman bin Abdulaziz Al Saud states This Photo by Unknown Author is licensed under CC BY-NC-ND

Culture – How Norms are generated? This Photo by Unknown Author is licensed under CC BY-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-NC-ND

What does it have to do with culture? Cultural hegemony  - domination or rule achieved through ideological and cultural means. The term refers to the ability of a group of people to hold power over social institutions, and thus, to strongly influence the values, norms, ideas, expectations, worldview, and behavior of the rest of society.

What do you have in your closet? How often do you wear stuff that you buy – shoes? Cloths? 30% of cloths are worn 7 times! FB posts – passive pieces? This Photo by Unknown Author is licensed under CC BY-NC

Conflict Theory –Understanding Consumer Culture This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY

The Cheese Trap -- Neal Bernard Creating Craving and manipulation In 1950, per-capita cheese consumption was 7.7 pounds. In 2012, per-capita consumption of cheese was about 33.5 pounds. A person today, compared to 62 years ago, is eating 25 pounds more cheese per year. This Photo by Unknown Author is licensed under CC BY-SA

Role of big corporations and special interest groups National Dairy Council National cattlemen’s association The salt institute Funding for studies How to trigger cravings How to market unhealthy food

How Government works Dairy Management INC (DMI) Government collects money from dairy producers and gives it to DMI DMI uses the money to push cheese and other dairy products. DMI works with fast-food companies to promote cheese Bending truth Research sponsored by Kraft foods to promote cheese for weight loss - inaccurate advertising.