1. Culture, Norms, and Values Culture The complex pattern of living – made up of customs, values, technology, and other factors – that humans have developed and that they pass from one generation to the next. Stark 1989, p. 677.

2. Oral Culture Sample 1994. A problem with culture: Ethnocentrism

3. Norms Rules that define behavior that is expected, required, or acceptable in particular circumstances. Stark 1989, p. 683.

4. Values The values of a culture identify its ideals – its ultimate aims and most general standards for assessing good and bad or desirable and undesirable. Stark 1989, p. 42. Values are socially shared ideas about what is good, right, and desirable. Robertson 1981, p. 61. Values

5. Agrarian Value System - Agriculture is man’s (sic) original and natural occupation. -Agriculture is the backbone of the nation. A prosperous agriculture leads to a prosperous economy; when agriculture is depressed, the economy will be depressed.

6. Agrarian Value System (cont.) - The farmer is his own boss; he doesn’t have to defer to the will of others. No one should tell him how to farm, particularly the government. - The farmer should produce all he can to feed hungry people. - Only farmers should do farming. Speculative farming operations by nonfarmers are immoral.

7. Agrarian Value System (cont.) -Never borrow money. Banks are not to be trusted. -Farming is only learned from experience and from the experience of one’s elders. You can’t learn farming from a book. -Be neighborly, but mind your own business. Be sociable, give help when needed, but don’t force yourself on others. Others should leave you alone.

8. Agrarian Value System (cont.) -All people (adult white males) are more or less equal. They have enough common sense to make wise decisions, and if elected to public office by their peers are qualified. -You get what’s coming to you. If you work hard, you will prosper; if you don’t prosper, it is due to moral deficiencies.

9. Agrarian Value System (cont.) -The farmer should take care of his family, but the family has an obligation to sacrifice and contribute its labor to ensure the success of the farm enterprise. Source: Copp 1992, pp. 67-68.

10. American Rural Values Distance -Rural people live in inconvenient locations. They are a little more isolated and farther from the center of things.

11. American Rural Values (cont.) -Transportation costs are real and interpersonal contact with a great variety of people in a wide variety of roles is less available for rural than for urban persons. -Preference of location is important.

12. American Rural Values (cont.) Self-dependence -Rural people have to depend on themselves more. -They have to repair and do things themselves because there is no specialist available to do it. -Self-reliance is forced much more on rural than urban people.

13. American Rural Values (cont.) Environment - The natural environment takes on more importance. -Many rural people work in extractive industries (agriculture, forestry, fishing, mineral) where the work is outdoors and at the mercy of the elements. -The weather is to be watched, and precautions taken.

14. American Rural Values (cont.) Agriculture - The agricultural industry is highly unique. -Planning, preparation, and timing are very important. -Work is concentrated at particular times of the season.

15. American Rural Values (cont.) - The farmer is subject to vagaries of both the weather and the commodity markets. -The successful farmer is humble about this success. Success comes from prudence and constant hard work.

16. American Rural Values (cont.) Morals -Conventional moral standards loom as more important. -Prudence, responsibility, hard work, and following the rules pay off. -Rural people are more moralistic.

17. American Rural Values (cont.) Individualism -The need to be self-reliant means that rural residence tends to attract people with an individualistic outlook. -Living in more isolated rural areas intensifies individualism.

18. American Rural Values (cont.) Protestantism -Strong emphasis on individuality and the priesthood of believers. -Less regard for the institutional church. -One’s standing in grace is an individual matter. Religion is a very individualistic relationship, directly between the believer and God.

19. American Rural Values (cont.) -How one stands in relation to God is determined by one’s behavior and thoughts. -Protestantism tends toward the evangelical and literal forms of belief. -Religion is a practical matter. There is a heaven, a hell, and a devil. -Those who do evil will surely be punished. God prospers those who serve Him faithfully

20. American Rural Values (cont.) Capitalism - Farmers and ranchers are capitalists. -Those who are not property owners hope to be. -Free enterprise, savings, investment, risk, and profits are the way things are supposed to be. -Alternative economic systems are not looked on favorably by rural Americans.

21. American Rural Values (cont.) Democracy -Individual liberty and the choice of public officials by the governed is a strong belief. -There are many elective offices and frequent elections. -Democracy is applied in local governments, religious organizations, voluntary associations, and farmer cooperatives. Source: Copp 1992, pp. 58-61.