1. Culture, Socialization and Social interaction

2. What is culture?
Culture is made up of the values, beliefs, underlying assumptions, attitudes, and behaviors shared by a group of people. Culture is the behavior that results when a group arrives at a set of - generally unspoken and unwritten - rules for working together.

7. Ethnocentrism

8. Cultural Imperialism
Imposition of one’s own cultural values on another culture
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9. Cultural relativism – Viewing culture from its own standards -- Arranged marriages in India
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10. Norms and Values
All societies have ways to encourage and enforce appropriate behavior, and discourage and punish inappropriate behavior
Collective idea of what is good and desirable, and what is not

11. Norms Norms: established standards of behavior maintained by a society
To be significant, must be widely shared and understood
Example – how to behave in a movie theater (norm of silence)
But, its ok to be noisy in a funny movie.

12. Values
Cultural values: collective conceptions of what is good, desirable, and proper—or bad, undesirable, and improper
Example – Independence.
Americans strongly believe in the concept of individualism.
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13. Value: Conservation Norm: reduce and recycle
Values and Norms
Value: Conservation Norm: reduce and recycle
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14. Norms
Types of Norms
Formal norms: generally written; specify strict punishments
Law: governmental social control
Parking at HCC
Informal norms: generally understood but not precisely recorded
How to dress? What is appropriate dress code?

15. Formal and Informal Norms
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16. How children should behave

17. What are the norms about children’s behavior?
What are the norms about parent’s behavior?
Informal norms are more flexible, yet breaking them leads to uneasiness.

18. Mores and Folkways (Norms)
Mores: norms deemed highly necessary to the welfare of a society
Example – respect for human life, faithfulness
Folkways: norms governing everyday behavior
Example – Greeting someone

19. Norms Norms and Sanctions
Sanctions: penalties and rewards for conduct concerning social norm
Positive sanctions: pay raises, medals, words of gratitude
Negative sanctions: fines, threats, imprisonment, and stares of contempt

21. How powerful are norms?
Breaching experiments by Harold Garfinkel

22. Breaching experiments

23. Elements of Culture Important component of cultural capital
The term cultural capital refers to non-financial social assets that promote social mobility beyond economic means. Examples can include education, intellect, style of speech, dress, or physical appearance
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24. Role of Language: One of the major elements of culture
Facilitates day-to-day exchanges
Includes both the written and spoken word and nonverbal communication

25. Language: Written and Spoken
Language: abstract system of word meanings and symbols for all aspects of culture
Sapir-Whorf Hypothesis
Language precedes thought
Language is not a given
Language is culturally determined
Language may color how we see the world

26. Edward Sapir and Benjamin Whorf (1930)
In the 1930s, two anthropologists, became intrigued when they noticed that the Hopi Indians of the southwestern United States had no words to distinguish among the past, the present, and the future.
English, in contrast as well as French, Spanish, Swahili, and other languages distinguishes carefully among these three time frames.
Language not only expresses our thoughts and perceptions but also shapes the way we think and perceive. When we learn a language, we learn not only words but also ways of thinking and perceiving

27. How language shapes social reality
Cancer or Loo Doo na’dziihii -a sore that does not go away
Menopause

28. Nonverbal Communication
Nonverbal communication: use of gestures, facial expressions, and other visual images to communicate
Learned
Differs by culture
Symbols: gestures, objects, and words that form basis of human communication

29. Nonverbal Communication and Culture

30. Cultural Variation Cultures adapt to meet specific circumstances
level of technology and population
Groups within a single nation develop cultural patterns that differ from those of the dominant society

31. Subcultures
Subculture: segment of society that shares distinctive pattern of mores, folkways, and values that differs from larger society
A subculture may develop an argot, a specialized language that distinguishes a subculture from the wider society

32. Sub culture & counter-culture

34. Countercultures
Counterculture: subculture that conspicuously and deliberately opposes certain aspects of the larger culture
Typically thrive among the young
Counterterrorism experts concerned about growth of ultraconservative militia groups

35. Culture Shock
Occurs when someone feels disoriented, uncertain, out of place, or fearful when immersed in an unfamiliar culture
People tend to take for granted cultural practices of their society

36. Theoretical perspectives
Functionalism
Conflict theorist
Symbolic interactionist

37. Sociological Perspectives on Culture
Functionalists maintain that social stability requires a consensus and the support of society’s members; strong central values and common norms provide that support
Conflict theorists argue that common culture serves to maintain the privileges of certain groups

38. Structural functionalist analysis of Culture
Structural-functional theory proposes that culture functions as the structure in society that exists to meet human needs.
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39. 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.
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40. Culture – How Norms are generated?
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41. 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.

42. 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
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43. Conflict perspective: dominant ideology has major social significance – core values of material sucess

44. 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?
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45. Conflict Theory –Understanding Consumer Culture
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46. 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.
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47. 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

48. 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.

49. Symbolic Interactionism- Cultural Norms
dance-company-pretty-big-movement/

50. Cultural change Innovations Discoveries Inventions
Diffusion and globalization